Email allows you to communicate with multiple dealerships simultaneously without visiting each location. As a result, email saves significant time and makes it easier to compare offers from various dealerships.

Shopping online and negotiating by email removes the stress of face-to-face negotiations, giving you the time and space to analyze offers and make informed decisions.

Additionally, negotiating via email creates a written record, ensuring transparency and clear communication between you and the dealer.

As dealerships adapt to the digital age, more people recognize the benefits of email negotiations, which ultimately provide a more comfortable, time-saving, and empowering car-buying experience.

Dispelling Myths About In-Person Negotiations

There are many myths about in-person negotiations. Most buyers hate walking into dealerships or love it.

Those who hate it do not trust dealers or salespersons at all and get frustrated by spending hours upon hours in dealerships. Those who love it feel they have the upper hand by negotiating in person.

You might think you have to negotiate in person to show that you are serious or to build a relationship with a salesperson, but that isn’t the case anymore.

The reality is somewhere in the middle. Salespeople negotiate for a living and almost always have the upper hand. However, negotiating via email can level the playing field significantly.

One of the struggles of negotiating in person is the numbers can get complicated quickly, especially if you are financing, taking advantage of incentives, trading your old car in, etc.

However, by doing much of the negotiating over email, you can quadruple-check offers and take as long as you need to compare to other options.

The Rise of Digital Car Shopping

Digital car shopping has been on the rise for years. Consumers demand convenience, and many young shoppers prefer to research, shop, and negotiate online.

Over the past five years, several key drivers have pushed online car shopping.

• Every dealer now has a website, and almost all have up-to-date inventory listed.
• Shoppers want convenience. Shopping on their phone or computer is convenient.
• Covid-19. Covid-19 forced dealers and shoppers to conduct business in new ways at accelerated no-touch online shopping.
• The ability to compare pricing from multiple dealers and negotiate prices with out-of-town dealers.

Negotiating Over Email

Negotiating with vehicle dealerships by email is relatively easy and highly effective too. Most dealerships have dedicated internet sales departments with salespeople to deal with the buyers over the phone, by text message, or by email.

Negotiating by email means avoiding sitting in a sales office and haggling over car prices. Instead, the only reason to visit a dealership is to pick a car you like and test drive it.

Negotiating by email also allows you to control the situation and have car dealers competing against one another instead of using their selling tactics on you. You can negotiate by email conveniently from your computer, smartphone, or tablet.

If you have decided not to visit the auto dealership and have face-to-face discussions with a pushy car salesperson, but don’t know how to write emails to the car dealership, don’t panic. We have you covered.

This section will discuss all the emails you may have to write to the Internet sales department. We will also provide sample email templates that you can use to make things much easier for you.

Preparatory Steps

You must prepare a few things before you start emailing dealers. Going in prepared will significantly increase your chance of getting a great deal. The following are essential items you should have prepared.

Choose the Car's Make and Model

Determining the exact year, make, model, and trim of the car you are buying is essential. Dealers will only provide pricing information with these details.

If you're reading this, you probably already know what you want, so we go in-depth, but here are a few things to consider:

Budget

What can you afford, or what do you want to spend? Consider all costs, including base price, financing, insurance, and maintenance.

Size/Class

Do you have specific passenger or cargo requirements? For example, you may need a larger vehicle if you have a large family, have unique cargo requirements, or need to off-road with your vehicle.

Gas Mileage

If you are a commuter who drives a lot, you may prefer a small vehicle with excellent gas mileage or a hybrid or all-electric vehicle.

Resale Value

Consider the resale value of the vehicle you purchase, especially if you plan to keep it for a short time. For example, certain brands of cars are known to hold resale value.

Reliability

Consider reliability if you intend to keep your car for a long time. Certain brands or models are known for long-term reliability.

Test Drive

We always recommend test-driving the make, model, and trim level of the car you are planning to buy.

Time and time again, we’ve heard from buyers who have purchased a new car without test driving and learned the seat is particularly uncomfortable or that it has frustrating blind spots.

Incentives and Offers

If you are looking for a great deal, incentives, and offers are the most critical factors.

Reviews:

Doing research and looking for unbiased reviews? Check these sites:

• Kelley Blue Book (www.kbb.com)
• Car and Driver (www.caranddriver.com)
• Consumer Reports (www.consumerreports.org)
• Motor Trend (www.motortrend.com)

Finance, Purchase, or Lease?

You must decide if you plan to finance, purchase or lease your vehicle to request a quote and begin your negotiation.

If you plan to finance, check the manufacturer's website to understand the current financing options. Often the duration of the loan will impact interest rates. We always recommend minimizing the interest paid by selecting a term with a lower interest rate.

Lease rates and terms are also available on the manufacturer's website. If leasing, make sure you consider reconditioning fees and mileage limits.

A cash purchase (or private financing) is straightforward. You just need the amount to write on the cheque, but consider whether financing through the manufacturer makes more sense. At the time of writing, interest rates have risen, but 0% interest was available for many years.

Trade-in Considerations

Ideally, you are prepared to sell your existing vehicle privately but open to hearing offers from dealers.

Negotiating over email can be tricky if you need to trade a vehicle in because the dealer will want to see it to make an offer.

Some dealers may be willing to make an offer after seeing pictures contingent on the vehicle's condition being as expected.

Based on your geographical area, trading in a vehicle may offer tax benefits. This is because the trade-in's value will be removed from the pre-tax amount of the new vehicle. For example, if you trade in a car valued at $8,000 and buy a car priced at $20,000, you would only pay sales tax on the $12,000 difference.

In some provinces, you can claim a tax refund even if you sell your vehicle privately. For example, to claim the tax credit in Manitoba, you simply complete the application for Refund of Retail Sales Tax on the Private Sale of a Used Vehicle (Form R.T. 6) and submit it to the Manitoba Taxation Division within 18 months of the date you sold the old vehicle.

Finding Dealerships

This article focuses on buying new vehicles. For new cars, we recommend contacting every nearby dealer that sells the car you plan on buying. We also recommend contacting high-volume dealers from across Canada. The savings are often worth a delivery charge or a one-way flight to pick up your new vehicle.

High-volume dealerships have more leverage with manufacturers and can pass some savings on to customers. In addition, they are often willing to sell at reduced margins in the name of the volume. Finally, high-volume dealerships welcome internet shoppers and are well-versed in finalizing deals remotely and setting up the delivery of vehicles.

Finding dealers near you is easy. Just google the brand of car you are looking for, and Google will show dealers near you. You can also visit the manufacturer's website and search for dealers in the area to ensure you haven’t missed any.

Who to Contact?

Before you send emails to various dealerships, you must get the email addresses of multiple dealerships in and around the area where you plan to purchase the car. Usually, websites of dealerships have an internet contact form, which you can fill out.

We recommend visiting the dealer's website and grabbing the contact information for the General Manager, Sales Manager, or Internet Sales Manager. Some dealers may not publish email addresses online. You may have to use their “contact us” form.

Dealing with the general manager at the dealership is better because they usually have the power to make decisions and can negotiate with you.

Once the dealer receives your email, you can expect a phone call. If you did not provide your phone number, you can expect an email from the dealership asking for your phone number.

Getting Ready to Contact Dealers

We recommend setting up a new email address before contacting dealers. Gmail is OK, as is any other free email service. Using a new email address will help you stay organized and minimize the number of emails and spam your primary email receives.

Preparing Your Email

The most important and challenging part of sending your email is deciding exactly what you want to purchase.

You’ll have to be very specific to receive a detailed price quote. They’ll need to know the exact trim level and options you’d like. Ideally, you will pick something from their existing inventory and ask for the pricing on that specific unit.

Your Tone Matters

Negotiating isn’t war. The salesperson is human. So be kind but to the point. Dealers get a lot of inquiries and don’t waste time if they don’t think you are a serious shopper. This is why knowing what you want is essential.

Let’s look at what should be included in your first email to dealers. We’ve broken it down by section. Scroll to the bottom of this page to find several templates you can simply copy and paste.

The Parts of the Email

Note, there are several ready-to-edit templates for you to choose from at the bottom of this post. Just scroll down if you would like to skip ahead.

Subject Line Tips

This one is simple, put the exact make and model of the vehicle you want to purchase in the subject line. If the dealer has a unit in stock that meets your needs, include it. For example, 2023 GMC Sierra Elevation - Unit G43698

Introducing Yourself and Expressing Interest

You don’t need a lot here. Just include your name, location, and the fact that you are in the market for a new vehicle. For example,

Hello,

My name is Jessica Lake, and I am in the market for a new car. I live in Toronto but am willing to travel to Calgary to pick up a new car at the right price. I’ve been shopping for a while and have finally decided what I want. I am ready to purchase now.

Clearly State the Make, Model, and Options

It’s time to be specific. Here is an example.

I want to purchase a 2023 GMC Sierra 1500 Elevation with the Technology Option. It can be white or black. I noticed you have unit G43698 on your website, which would be perfect for me. I’d also be open to ordering a vehicle.

Request a Detailed Price Breakdown

Please provide me with your best out-the-door price, including all fees. Full transparency, I am contacting a few dealers to get the best value for my dollar. I am prepared to pay cash but am open to financing if it gets me a better out-the-door price.

Let the Dealer Know If You Qualify for Incentives

Check for incentives that you might be eligible for and let the dealer know. For example:

I visited GMs web site and noticed they offer incentives for recent grads, first responders, and Costco members.

I graduated six months ago from Criminology at the University of Toronto and am an active member of the Police force. I also qualify for the Costco Cashback offer. Please include these incentives in the price breakdown.

Setting Expectations for Timely Responses

Thank the dealer for their time. Remind them that you are ready to purchase and ask them for a prompt response. For example:

Thank you so much for your time. Please reply by the end of the day tomorrow, as I am ready and excited to purchase my new vehicle.

Get Ready for the Responses

Things are about to get interesting. You will receive a few replies with pricing, just as you asked. You’ll also get a few responses asking for your phone number. And you’ll likely get several dealers asking you to visit in person.

Here is a reply you can send to dealers asking you to come in:

Thank you for the prompt response. I have already test-driven the [Vehicle Make and Model] and am confident that it is the vehicle I would like to purchase.

To make the most efficient use of our time, I prefer to discuss pricing and any available incentives or offers before visiting the dealership in person. If we can agree on a mutually satisfactory price, I would be happy to come to the dealership to finalize the purchase.

Please provide me with a detailed quote for the [Vehicle Make and Model], including any applicable fees, taxes, and discounts. This will help me better understand the total cost of the vehicle and make an informed decision.

Evaluating Dealer Responses

Identifying the best offers: Once your responses start pouring in, you will need carefully review them to determine which are worth following up with.

Consider the base price, additional fees, financing options, and available offers and incentives. Remember that the lowest price doesn't always equate to the best deal, as other factors can contribute to the overall value.

For example, if you are financing and one dealer offers a lower interest rate than another. With new vehicles, incentives, special offers, and financing will typically be the same.

Some dealers may provide complimentary maintenance packages or discounted or free accessories to sweeten the deal. Consider the value to you, not the retail value of these items.

Create a Spreadsheet

Create a spreadsheet to compare each quotation. Organize it so that you can easily compare out-the-door prices. Make sure to include the name of each dealership, the dealer's email address, and any other important information. You can search Gmail by the dealer's email address to quickly follow up.

We’ve prepared a template for you that you can edit to suit your needs. Excel, Google.

The Elimination Round

Eliminate the noise and stay organized. You may decide that you are unwilling to do business a few dealers with because they are using manipulative tactics or are reluctant to provide pricing. We recommend deleting their email and making a note in the spreadsheet.

Negotiation Strategies

Reach Out to the Lowest Bidder

Identify your lowest quote. Let the salesperson know that their price is very competitive and you’d like to deal with them. You can mention trier responsiveness or how close your home or work is to their dealer. Then, ask if they can do any better on the pricing.

Leverage Competing Offers

Email all other dealers and politely let them know you’ve received a more competitive offer. Ask them if they can match or beat your best offer.

You may consider revealing what other dealers offered or giving them a general idea. Some dealers might ask for evidence of competing offers. It’s a fair ask, but be sure to protect the other dealer's identity by removing any identifying information.

Make Sure Your Focus Is On the “Out-the-door” Price

You’re probably ready to accept an offer now. However, before you commit to anything, ensure that the deal is the out-the-door price and that no fees will be added to the proposed agreement. The price should include the base price, incentives and offers, taxes, fees, and additional fees (such as documentation fees or “mandatory tire insurance”).

Requesting Additional Perks

It might be worth exploring additional perks to make the deal sweeter. These may not be deal breakers, but asking for an accessory or maintenance package doesn't hurt. Items like upgraded floor mats might cost several hundred dollars but be an easy add-on for the dealer.

Preparing to Visit the Dealer

Once you have successfully negotiated the purchase price for your new car, you’ll need to schedule an appointment to finalize the paperwork and pick up your new vehicle.

Request Written Confirmation of Price and Terms

Once you have completed the negotiation process and settled on the best price for the car you want to buy, inform the dealership that you're ready to proceed with the transaction as long as the quoted price is honored when you arrive at the showroom.

Before visiting the dealership, you should get all of the terms and details of the deal in writing by email. The salesperson may try to convince you to come into the dealership to get the deal's final terms; however, it is vital to stay firm in your request to get all details by email.

The dealership can share all of the information on the final closing costs, i.e., the all-in costs, including the fees, licensing, taxes, etc.

Print this out. If you can’t print it out, ensure that you can access it on your phone.

Bring a Checklist

Bringing a checklist of items to confirm and questions to ask can help to ensure that you remain organized and ensure a smooth and efficient visit. Examples of things to include:

• Confirm monthly payment is as expected.
• Remember to ask about two free oil changes
• Ensure the dealer does not add a documentation fee
• Ask about winter tires

Add sample checklist

Bring Your ID and Documents

The dealer will require your driver's license. You may be required to provide some financial documentation, including a void cheque. Finally, you’ll need to provide proof of insurance (or leave the dealer to purchase insurance once you have the bill of sales).

Inspecting the Car

When you visit the dealership, take a very close look at the exterior and interior of the vehicle and ensure that it matches the description you have read online.

If there are noticeable discrepancies in the car compared to its online description, then bring this to the notice of the salesperson/dealer. Based on the new information, you may need to consider a counteroffer.

It is important to remember that you have not signed any documents nor have paid the dealer. If you are unsatisfied with the car for any reason, you can still walk away from the dealership without making a purchase.

You must also take a quick walk around to ensure no cosmetic deficiencies. If there is a small scratch or dent, point it out to the dealer, and they will fix it.

Completing the Paperwork

Completing the paperwork is the most complicated part of the process. You need to make sure you are prepared. You will need to meet with the finance manager at the dealership. Even if you are paying cash, the finance manager will handle your cash or cheque, provide your bill of sale, etc.

Budget about 2 hours in the dealership listening to sales pitches and singing your documents.

There is a reason that finance managers are the highest-paid employees at a dealership. They sell high-margin products to new car owners, and they are good at it.

We have a post dedicated to dealing with the finance manager. Following is the high-level overview of what to expect/prepare.

1. Expect to say no a lot.
2. Expect to be offered a lot of products.
3. Expect to negotiate if you do want a product.
4. Expect almost all products offered to be insurance or protection of some sort.

You can be respectful but firm when dealing with the finance manager. Tell them you negotiated over email to avoid spending more than you budgeted and that you’ve researched the available products.

Here Is a List of Products the Dealer Will Offer and Our Opinion on Them

Extended Warranties

Extended warranties can be worth it if you plan to keep your vehicle for a long time, and peace of mind is important to you.

Generally, you are best to stick with factory warranties offered by the automotive manufacturer because they are more likely to be actual bumper-to-bumper coverage. You can negotiate the price of extended warranties.

Gap Insurance

Short for Guaranteed Asset Protection, GAP insurance covers you for the difference between the outstanding balance of your auto loan and the value of your vehicle if you suffer a total loss (write your car off). GAP can be vital if you purchase a vehicle with a low/no down payment.

We recommend declining if it would be not financially catastrophic if you were to write off your vehicle. If you choose to purchase GAP insurance, consider getting quotes from insurance companies. Their offerings will often be more affordable.

New Car Insurance

Also called Vehicle Replacement Insurance guarantees, you will receive a payout to purchase the same brand new vehicle if you suffer a total loss due to collision or theft. Again, it will almost always be less expensive to buy new car insurance from your auto insurer.

Rust Proofing

Dealers often offer an “electronic” rust-proofing device. If you are worried about rust, visit a third-party rust-proofing company annually. We recommend Krown. https://www.krown.com/en/

Wheel & Tire Insurance

Some dealers will claim this is mandatory. It’s not. In my experience, their policies are very restrictive, and it’s challenging to make a claim, so it’s not a good product. If the dealer indicates it’s mandatory, tell them to reduce the price of the vehicle and then add the mandatory insurance back in.

VIN Etching

VIN Etching refers to etching or engraving your vehicle's VIN into parts of the car, mainly the windows. Vehicles with VIN etching are less likely to be targeted by thieves because many costly parts must be replaced before the vehicle can be used. But, again, it’s not something we believe you should pay for.

You are paying to reduce an already unlikely theft on a vehicle you will be insuring and may even choose to purchase new car insurance.

Ceramic Coating

Ceramic coating is a semi-permanent coating applied to your paint to protect it and enhance its appearance. We don’t have a strong opinion on the product, but we recommend getting quotes if you’d like to purchase it.

Life, Health, and Disability Insurance

The dealer will offer several options to protect you if you are disabled or die and cannot continue to make your loan payments. If you don’t already have private or insurance, you should consider speaking with an insurance agent.

The premiums will almost always be less, and the protection more significant. One problem with insuring loans is that there is a declining benefit. As you pay down your loan, you are exposed to less financial risk but often continue to pay full premiums.

Key Insurance

Dealers now offer key replacement insurance. If you lose or damage your keys, the dealer will replace them for free (or a deductible). Keys are expensive but not something we’d recommend you spend several hundred dollars insuring.

Maintenance Plan

Maintenance plans are usually structured to benefit the dealer, but understanding the dealer's packages may be worth understanding.

Before committing to anything, confirm the maintenance schedule for your vehicle. Many new cars require oil changes every 12,000 kilometers or more. For some buyers, that might mean performing maintenance every 9-12 months. The maintenance plan must be priced appropriately to ensure you pay the appropriate amount.

Once you have made it through the sales pitch, it’s time to sign your final documents. Take the time to ensure that the numbers are correct.

Once these documents are signed, there is no turning back. Time and time again, we hear from buyers who realize they agreed to something different than intended a few weeks after the delivery of their vehicle. You do not want to be in this position.

Congratulations, you are a new car owner.

Email Template

Subject: Inquiry on 2023 GMC Sierra Elevation - Request for Best Offer

Dear [Dealer's Name],

I hope this email finds you well. My name is [Your Name], and I am in the market for a new [Year, Make, Model, Trim]. I will be purchasing this vehicle by [Date]

Before finalizing my purchase, I am contacting a few select dealerships, including yours, to gather the most competitive offers. Therefore, I would greatly appreciate it if you could provide a detailed breakdown of your best out-the-door pricing.

• Exterior Color: [Preferred Color]
• Interior Color: [Preferred Color]
• Preferred Package: [E.g., SLT, AT4, Denali, or any other specific package you want]
• Additional Options: [List any additional features or options you want]

As I am in contact with multiple dealerships, I kindly request that your offer includes all applicable fees, taxes, and incentives to ensure a transparent and straightforward comparison. To expedite the process, please also include financing and leasing options available for the specified model.

Thank you in advance for your assistance. I am looking forward to hearing back from you soon with your best offer. Should you have any questions or require additional information, please don't hesitate to contact me via email at [Your Email Address] or by phone at [Your Phone Number].

Best regards,

[Your Name]

[Your Email Address]

[Your Phone Number]

buying a car by email

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