At the dealership, it takes a lot to qualify a new-car buyer. And then convince the buyer that your company's car is the one for them. After that if the buyer

At the dealership, it takes a lot to qualify a new-car buyer. And then convince the buyer that your company's car is the one for them. After that if the buyer can be carried all the way to the finish line, ready to sign on the dotted line, that's another huge milestone. At this point the dealers should naturally be high-fiving, but when you do the math it would have been potentially better to just reward those enthusiastic buyers with thousands of dollars cash not to buy.