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The goal for car sellers: The one-hour deal

2014 Jeep Wrangler Rubicon


Once a customer has made the move from car shopping to buying, the transaction should take an hour, says the latest research. That seems reasonable in the Internet age.

No wonder AutoTrader found that customers get fidgety and dissatisfied after waiting just 90 minutes to close a deal, reports Automotive News. As the clock ticks, buyers grow increasingly impatient. Some simply stand up and walk away.

Shopping isn't buying, notes the report. Once a customer has finished doing the research and is ready to sink money into a new car, the seller should go into overdrive.

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On average, today's car buyer will spend about $30,000 on a new ride in Canada, yet is driven to distraction by apparent time-wasting dealership processes and procedures. Slow deals cost dealerships money, consultant Mark Rikess told the industry publication.

Buyers ready to pull the trigger on a purchase are frequently slowed by an unnecessarily long give-and-take over price – "Let me check with my manager" – followed by the back-and-forth of reaching a figure on a trade-in. Then come various forms to complete, followed by what some would argue is an excessive amount of time spent securing financing and insurance.

Most of today's buyers have done their research online before entering a showroom. Once there, they remain tech-savvy, armed with smartphones and tablets through which data is available at an instant. If you have either device, you can pull up Deals of the Week right the showroom and scroll down to incentive information as well as suggestions about what is a reasonable negotiated dealer discount.

Deals of the Week is impressed by the speed at which car makers and their dealers are adjusting to demanding conditions when it comes to sales sweeteners. General Motors of Canada, for instance, has jumped on the "Employee Pricing" bandwagon, on the heels of Hyundai Auto Canada and others. If you're interested in a Buick Enclave, employee pricing is worth nearly $4,000, plus another $1,000 in a pure factory incentive. Those offers can be combined with financing and lease offers.

Jeep has $2,500 in factory money in play on the two-door Wrangler. And Deals also found enticing offers on the Infiniti Q70 and Toyota Camry Hybrid, both exceeding $2,000.

If you're looking at any of these vehicles, save time and share with the seller up front that you are armed with many of the details gathered right here. Hopefully, that will help you keep your transaction within the magic one-hour time frame.

Deals of the Week consulted with, Car Help Canada,, and other sources on these offers. As usual, pricing information here is subject to change and dealer discounts vary, so consult your dealer for the final details, including expiry dates for all offers.

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2014 Buick Enclave General Motors General Motors  

2014 Buick Enclave AWD 4 door Premium

  • MSRP: $54,545
  • Freight, dealer prep, air conditioning tax: $1,735
  • Employee Pricing discount: $3,886
  • Factory discount: $1,000 (manufacturer incentive)
  • Taxable subtotal: $51,394
  • Total price with 13% HST: $58,075.22
  • All manufacturer incentives can be combined with 1.99% financing for 48 or 2.49% financing for 60 months or a 2.90% lease rate for 48 months

2014 Jeep Wrangler Rubicon Chrysler Chrysler  

2014 Jeep Wrangler 4WD 2 door Rubicon

  • MSRP: $35,395
  • Freight, dealer prep and air conditioning tax: $1,830
  • Dealer discount (estimated): $850
  • Factory discount: $2,500 (manufacturer incentive)
  • Taxable subtotal: $33,875
  • Total price with 13% HST: $38,278.85
  • Incentives can be combined with 3.99% financing for 48 or 60 months

2014 Infiniti Q70 Nissan Nissan  

2014 Infiniti Q70 4 door Sedan V8 Sport

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  • MSRP: $77,100
  • Freight, dealer prep, AC tax: $2,130
  • Dealer discount (estimated): $5,995
  • Factory discount: $2,500 (manufacturer incentive)
  • Taxable subtotal: $70,735
  • Total price with 13% HST: $79,930.55
  • Cash incentives available with 3.90% financing for 48 or 60 months or 1.90% lease rate for 48 months.

2014 Toyota Camry Hybrid 4 door Sedan XLE

  • MSRP: $29,615
  • Freight, PDI, AC tax: $1,755
  • Dealer discount (estimated): $1,700
  • Taxable subtotal: $29,670
  • Total price with 13% HST: $33,527.10
  • Factory discount: $2,000 (manufacturer incentive)
  • Final price: $31,527.10
  • The manufacturer incentive is not available with 0.90% financing for 48 or 60 or 84 months, or a 0.90% lease rate for 48or 60 months.

Pricing information source: and Calculations based on Ontario customers. Please note that while the information above is accurate at the time of publication, incentives are given at the discretion of individual dealers, and may be changed or discontinued at any time. Where noted, "dealer discounts" are negotiated with the customer on a case-by-case basis. Unhaggle Savings are actual discounts received by Unhaggle customers.

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About the Author
Senior writer, Globe Drive

In 25 years of covering the auto industry, Jeremy Cato has won more than two-dozen awards, including three times being named automotive journalist of the year. Jeremy was born in Montreal and grew up in the San Francisco Bay Area. More


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