>>I don't understand, though, why there is this idea that direct sales would result in a better deal. If direct sales were possible, dealerships would have to

>>I don't understand, though, why there is this idea that direct sales would result in a better deal. If direct sales were possible, dealerships would have to offer better prices or go out of business. If I could order a Honda Civic from honda.com directly for $20k, that gives me a good base bargaining position in the dealership. As it is we have the nebulous concept of the MSRP, which isn't very helpful.