Dealer Defense is an independent new-car buying and negotiation service. I spent years selling vehicles inside dealerships, and now I put that experience on the buyer's side of the table.
Handle the process yourself, get an expert second set of eyes on your dealership offer, or hand off the negotiation.
A customer shopping for a 2026 Toyota Corolla Cross AWD wanted to know whether they were getting a competitive deal. We reviewed the numbers, negotiated the transaction and ultimately recommended moving forward at a $28,000 selling price.
TSRP: $28,854
Documented Dealer Invoice: $27,802
Final Negotiated Price: $28,000
Savings From TSRP: $854
DEALER DEFENSE VERDICT: APPROVED ✓
The final negotiated selling price landed just $198 above the documented dealer invoice. See the numbers behind the negotiation and why Dealer Defense recommended taking the deal.
READ THE FULL CASE STUDYDealer Defense buying guides break down the numbers, strategies and dealership processes that matter when you're shopping for a new vehicle.
There is no universal percentage below MSRP that makes every deal good. Learn how inventory, incentives, dealer margin, demand and real market pricing should influence the number you target.
The guide also uses our real 2026 Toyota Corolla Cross case study to show why a 2.96% discount from MSRP can still represent a strong transaction when you understand the numbers behind the deal.
READ BUYING GUIDE #001A great vehicle discount can quickly disappear when dealer fees, accessories and optional products are added to the transaction.
Learn the difference between government charges, dealer fees and optional products—and the questions you should ask before signing your new-car deal.
READ BUYING GUIDE #002The advertised price is only one part of a new-car transaction. Taxes, registration, dealer fees, accessories and add-ons can all change what you actually pay.
Learn how to request a written out-the-door quote, compare competing dealer offers and negotiate the transaction before focusing on the monthly payment.
READ BUYING GUIDE #003I spent years selling Hyundai, Chevrolet, Ford, Jeep, Chrysler, Dodge and RAM vehicles in Florida and Iowa.
Dealer Defense exists to give the buyer a process of their own.
Dealerships are businesses and deserve to make money. The goal is not to create an unrealistic transaction. The goal is to understand the market, create competition between dealerships, identify unnecessary costs and make an informed decision with your money.
MY STORYThe new-car buying playbook
The Dealer Defense guide walks you through the new-car buying process I would personally use—from budgeting and financing preapproval to dealer competition, vehicle pricing, trade-in strategy, financing and final delivery.
Tell me what you're trying to buy and where you are in the process. Your submission will be emailed directly to me.