Not all discounts are created equal. For the next week and a half, just because a price is drive-away doesn't automatically make it a good deal.
Most big brands sharpen their pencils and lay bare their bargain prices for the biggest sales month of the year.
But some, sadly, are still trying to joust with the customer by not publishing drive-away prices.
Instead, for example, most of the current deals on the Honda, Nissan and Mazda websites simply refer to "free on-road costs" or "huge factory bonuses".
The customer doesn't know how far to push and the consequences can be twofold.
Congratulations to the brands brave enough to not disguise their sharp deals
If the customer is too timid, he or she won't get the full discount passed on.
And that leads to buyer remorse on learning subsequently that there was a better deal.
If the customer tries too hard with a low-ball price, the dealer rejects it — then loses the new-car to another business.
It's still astonishing that, in a market as competitive as ours, some big brands elect to dip out of drive-away discount pricing.
So congratulations to the brands brave enough to not disguise their sharp deals, and publish their drive-away prices in bold.
And here's hoping the brands persevering with old-school tactics will learn a valuable lesson this month.