Options of New Cars
Needdless to say price is a major key in car marketing.for that reason.manufacturers will build and advertise base cars which come with few features in order to provide an attractive price point for their advertising. "New Zapmobiles starting at just $1,2,995" looks a lot better in print than "The New Zapmobile, like the one you will probably end up buying with all the nice features like AM/FM with cassette player, air conditioning, power steering, etc., for $15,995.

By breaking out, the options, dealers can advertise more attractive come-on prices and then "sell up" once they've got you hooked. Plus, options tend to carry a higher percentage of markup than the cars themselves. Even Mercedes-Benz, which for years offered fully equipped cars, has now elected to go the option route in order to make their advertised pricing more competitive. Obviously, there's nothing wrong with this, but it does behoove the potential buyer to realize that in most cases the advertised price is what the industry calls a "Sally Rand." Translated, that means a "stripper" model that has been stripped of all its features and, like Sally Rand, is presented without much on it.

Option Packages
In order to avoid having to build cars with hundreds of different option combinations, manufacturers offer what they hope you'll find to be attractive option packages. As you shop for your car, keep in mind that a higher-and thus more expensive-model in the line may come with more options standard and represent a better value, at less price than it would for you to buy a base model and then begin to add the options you want. At the same time, however, be sure that the option package does not include equipment or trim that you don't want or need. Our advice when it comes to options is to examine the option packages carefully and then consult one of the price guides to determine the dealer cost and the markup. (We'll go into more detail on this in a moment.)

Depreciation
Another factor to consider when you buy a car is how fast it will depreciate. This is particularly important if you think you might be trading it in two or three years from now. Cars lose their value at different rates. Some, for example, may have lost as much as 40 percent of their value after the first year; others with similar features and engines may have lost only 15 or 20 percent. If you'd like a better fix on the projected depreciation of your target car, get the Automotive Lease Guide's Residual Percentage Guide by calling 1-813-791-4955. It comes out every other month and sells for $12.50 plus shipping and handling.

Evaluating the Service Department
One of the reasons to buy from one dealership over another has nothing to do with price or the vehicle. A good, customer-oriented service department that makes a real effort to take care of the dealership's customers can be a legitimate reason to pay more for a vehicle at one dealer than at another. While most manufacturers insist that their dealers will service all customers-no matter where they purchased the vehicle-it is true that you are looked upon with more favor if your car, van, or pickup bears their dealership logo. Be that as it may, it makes good sense for you to ask your salesperson-prior to making your deal-to show you the service department and introduce you to the service manager.

Look at the service department. Does it look like a junk shop or does it appear to reflect someone's pride? Ask about loaners and courtesy buses for their service customers. Ask if you will be assigned a service writer and inquire about roadside service. If you get the impression that the service manager and service writers are truly proud of their operation, make that a plus in the dealership's favor. You might even consider asking some of the service customers in the waiting room how they rate the dealership's service.