The Fighting Chance Package
Current Auto Pricing
Ordering the Package
Market Summary
Bragg's Banter
Customer Testimonials
Our Book
The Name Game
Car buying guide

We've taught over 130,000 consumers how to get the best deal when they
buy or lease a new car by making dealers compete on price for their business.

  • With our empowering guide to buying or leasing a new car, you'll negotiate the lowest price possible by conducting a detailed, step-by-step competitive bidding process, among dealers that you choose, from your home or office, without walking into a single car store . . . . and, unlike every other service, we'll be here to answer your questions by phone every step of the way. (If you're leasing, we'll go through the best-offer numbers with you before you sign the papers.)

  • With 20+ years and 60,000+ hours in this one subject, founder James Bragg is arguably the country's most knowledgeble car buyers' consumer advocate. Unlike those other Internet sources of car-buying info and advice, including Consumer Reports, he takes no money that comes from car dealers or automobile companies. "No one can serve two masters." He serves just one: you.

  • He's a regular contributor to the website of Clark Howard, America's best-known consumer advocate, whose weekday radio broadcasts are carried on over 200 stations. To read his latest article, Whose Side Are Those New-Car Pricing Sites On, Yours or the Auto Industry's?, click here. His recent "bombshell" revelation, The Eye-Opening Truth About The Dealer Invoice Price, is here. To read others, click here. And here. And here.

    Information Package Delivery Timing: Weekday orders received by 4:00 PM Pacific time will be emailed to customers that day. Late Friday and weekend orders will be sent Monday. To place an order, select "Ordering" in the upper left column.

    December should be everyone's favorite month to get a new car. A disproportionate number of the year's best deals happen then. Whether dealers have had a great year or a poor one, they want to end it with a flourish to generate momentum going into 2015. They'll be competing for your business then like red ants on a spilt snow cone.

    Now is the right time to place an order. You need time to study the package and call to ask us questions to be ready to pounce on the opportunity. If you wait too long, you won't have that time, and you'll have to truncate the process.


  • We reveal this crucial, game-changing truth about new car pricing that they're hiding from you:


  • We proved it to their senior execs in a 11/27/12 USA TODAY automotive roundtable discussion. To see the "bombshell" exhibit that shocked them, Click here.

  • You could have heard a pin drop. No one there knew it! No one disputed it. But they don't want you to know it because it exposes their dealer-cost information as totally bogus and shows that their "target price" negotiating advice is built on a house of cards. And they won't reveal it because they all get big bucks from the new-car business. (Jack Nicholson would bellow at them, "You can't handle the truth!")

  • If you're looking for that hidden truth that invalidates all the conventional wisdom about the smart way to shop for a new car today, this is the only place you'll find it. Guaranteed!

    "Tell the truth, or someone will tell it for you." - Stephanie Klein ____________________________________________________________________________

  • I'm James Bragg, a full-time consumer advocate-activist for new-vehicle shoppers since before the Dead Sea got sick. I'm little David, fighting the auto-info establishment's misleading Goliaths with a slingshot called "The Truth" that totally changes the smart way to get the best price.

  • I was dumbfounded that no one in that USA TODAY meeting was aware of the dramatic long-term change in the invoice/retail price relationship that has turned the invoice price into a bloated impostor that's totally unrelated to any "true dealer cost" number. That continually-changing invoice/MSRP relationship had been in their information "wheelhouse" for almost two decades, but gone unnoticed???? Unbelievable!

  • To read the full USA TODAY 'Don't Trust That Invoice Price' write-up on that meeting (in which I was dubbed a "peppery contrarian"), click here. All those executives left the meeting with that exhibit, praying that you'd never see it. I was not their favorite participant. I asked the Consumer Reports person, "Who's been running your New Car Price Service for the past 20 years, Rip Van Winkle?" He was not amused.

  • The inside story of the discovery of that game-changing truth is told in my book, "Letting The Cat Out Of The Bag: How The Auto Industry 'Redesigned' The Dealer invoice Price When The Internet Arrived," available in paperback and Kindle format at Amazon. To read the back cover copy, Preface, Table of Contents and the first four chapters, click here. If you'd like a personalized, author-signed copy ($14.95 including 1st class postage), email with your name and daytime phone number and we'll call to take your order.


  • The car you want is a commodity, the same vehicle with the same price structure at every dealer for that brand. The only difference between them is the price you'll pay.

  • You'll always get the best price on a commodity by making several sellers compete for your business.

  • And given how "The Truth" in that exhibit has totally changed the automaker-dealer financial relationship, the 'best price' on your car will change from dealer to dealer and month to month.

  • That's because dealers are typically working on multi-month or yearly sales targets that are based on TOTAL vehicles sold. 90% of the bucks spent on "dealer cash" are allocated to those programs, NOT to specific vehicles. The rewards are million-dollar+ bonus checks that make "holdback" look like bus fare. (Note: Holdback is heading for extinction. Audi, BMW and Land Rover haven't had it in years. Lexus and Lincoln deep-sixed it in 2012. Mercedes followed suit in 2013 and Infiniti did in early 2014. I believe Jaguar, Mini and Scion also have no holdback.) Why is no one else telling you this? Are they ignorant or just hiding the truth from you?

  • So reaching interim monthly targets along the way is crucially important to keep dealers on track to get to those long-term totals. That keeps steady sales pressure on, month after month. Dealers who are trailing their monthly targets will sell for much less, and that will be different dealers each month.

  • If your objective is to get that best price, you're unlikely to get it using any of the companies named above. They send you to a small number of dealers in their 'networks' with pre-sold 'target prices' based on what other clueless consumers have paid, and they are rewarded handsomely for sales made . . . . with money that comes from your pocket. There isn't a single one of them who'd debate this subject with me in a national media forum. (CNN would love to host that.) They're all scared to death that every consumer would learn the facts that obsolete all their info and negotiating advice.

  • If what I've said so far doesn't convince you that all their advice is bone-stupid, you're probably not a Fighting Chance candidate. But if you understand how that previously-hidden truth invalidates all the ridiculous, "start with the invoice price and subtract the holdback to get the dealer's true cost" advice, read on for more solid reasons to use us."



  • "I really appreciate your excellent service. Using your method, I got a great deal on a 2014 Kia Optima EX with Premium and Technology packages. The total invoice price (including the regional advertising fee) was $28,521. My price was $27,535, $986 below the invoice. And that was BEFORE subtracting Kia's $2,000 rebate!."

  • "I checked, and their best estimated price was $27,521, which at first seemed impressive. But when I read further, I learned that their price INCLUDED that $2,000 rebate! MY PRICE BEAT THEIRS BY $1,986! So in reality TrueCar is worthless to anyone who wants the best price."
    B.C., Wade, NC. (Here's a cornucopia of great testimonials).

  • Question: So whom should you trust for reliable information and negotiating advice? The one source that's telling you the whole truth and takes no money from the auto industry? Or all the others, including Consumer Reports and TrueCar, who send you on a milk run to a small number of their network dealers wIth pre-sold prices that aren't great and hide the truth from you to protect their revenue stream from those dealers, revenue that comes from your pocket?



  • 1. You'll have in us the only independent, unbiased source of truthful information and powerful negotiating advice on the Internet. "No one can serve two masters." We serve ours (you). Those other auto info sites, including Consumer Reports, serve theirs (not you).

  • 2. In the package's "centerpiece," How The Phone+Email Attack Can Get You The Best Deal, Saving You Time, Money and Aggravation, you'll learn exactly what to do and say each step of the way as you conduct a competitive bidding process from your home or office, without walking into a single car store. You'll enlist 6 to 10 dealers that you choose to make price proposals, and you'll go with the winner. We even tell you the best day(s) of the month to start the process.

  • Given how the industry has squirreled away substantial dealer profit dollars in the invoice price to fund the myriad of truly-secret, "below-the-line" incentives, it's not unusual to have a $1,000 to $2,000+ difference between the high and low bidders on even a mid-priced vehicle. And this month's high bidder may be next month's low bidder, depending on where a dealership stands vs. its hidden targets. (Check our long list of testimonials here. Note there how far off the mark those auto info websites "target prices" can be!) This is why it's nuts to aim for any "target price." That puts a floor under the price, when some dealer might sell for less, maybe a lot less.

  • 3. As a confidence builder, YOU'LL HAVE US AS YOUR COACHES as you go through the process. Got a question? Call us. Want to run the numbers before you sign a lease? Call us. There's no such thing as a "silly question" here. Talking to you is our favorite part of the job. We've been at this for over 20 years, and much of our knowledge has come from our customers' feedback.

  • 4. You'll receive our signature "Big Picture" analysis of how the brand(s) and the specific vehicle(s) you're interested in have been doing in the market. Are sales up or down so far this year? Does the average dealer sell 2 per month or 22? This piece also reveals the current "holdback" information for brands that use it (several don't). Here's a sample "Big Picture" analysis (not a current file).

  • 5. You will, of course, get the complete current sticker/MSRP and dealer invoice pricing data for the vehicle(s) you're considering, covering all trim levels and equipment packages. Here's a current list of model pricing available. And a sample vehicle pricing file (not a current one) in pdf format.

  • 6. You'll also receive the latest issue of CarDeals, a bi-weekly report of current national rebates/cash incentive offers and cut-rate financing programs. Here's a sample CarDeals report (not a current edition).

  • (Our unique $39.95 package includes all the information you need to negotiate the best price on for any one vehicle. Additional vehicles are $15 each. You may place an order here on a secure, encrypted order form at any time.)


  • "Will Your Vehicle's Value Drop Like A Rock?," a piece on how well your vehicle holds its value vs. other similar vehicles.

  • "How To Avoid The Big Leasing Rip-Off."

  • "Things To Consider About Placing a Factory Order."

  • What I've Learned About "Below-The-Line" Dealer Cash Programs, Facts No One Else Is Telling You.�

  • "Dealing With A Trade-In."

  • "Should You Buy A Demo? At What Price?"

  • "The Crucial Financial Importance Of A Dealership's Customer Satisfaction Rating."

  • "What Some Companies Don't Want You To Know About Product Quality (And Others Hope You'll Learn About Theirs)."

  • "Smart Ways To Buy An Extended Warranty."

  • "Have You Chosen A Crashworthy Vehicle?"

  • "Can You Get The Vehicle Configuration You Want?"

  • "Should You Buy Last Year's Model?"



  • As examples of the information pieces we create, read "Leasing 101," the clearest explanation you'll find of what leasing's all about, and "Test Driving 101" to learn how to handle that process without getting into a price negotiation.

  • Here's an overview of the auto market's 2013 performance, including brand-by-brand sales results.


  • The Fighting Chance package is always changing to reflect new knowledge and the best ways to deal with the changing realities in the retail car business. Sometimes the changes are dramatic. For example, the method for getting competitive bids differs substantially from the arms-length "fax attack" process we recommended just a few years ago. At other times the changes are small, but represent worthwhile improvements. The suggested wording in the note you'll send dealers is fine-tuned often. The package you'd receive today will typically include several insightful changes compared to the one you ordered years ago.

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  • $39.95 (Includes all the information you need on any one vehicle.)

  • Additional vehicles: $15.00 each. (More than half of our customers add one or more additional vehicles as "fall-back" alternatives. This could become a small, but wise $15.00 decision if you find it difficult to deal on your first choice.)

  • Considering the substantial cost of the new vehicle you're about to buy or lease, isn't this a relatively small price to pay for the comprehensive Fighting Chance information package?

  • To place an order on our secure, encrypted order form, click on the "Ordering" link at the top of the page.

    If you'd prefer to place a phone order, or if you have questions that aren't answered on our web site, you may call our order desk at 1-800-288-1134 between 9:00AM and 4:00PM Pacific time, Monday through Friday. (We don't work on weekends.)

    Click here for current list of model pricing available.

    Important Note: This is a service for NEW VEHICLES ONLY. We have no information on used vehicles. Also, we have NO CANADIAN PRICING DATA. (For Canadian pricing, visit

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    Copyright & copy; 2014 Fighting Chance

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