I am planning to become a “real” member of this forum by ordering a new F-Type R… I hope to get a 19.5MY allocation in April and drive it around the end of the summer. I just built it online (tool is up and running) and the total MSRP is $107,625. According to NADA, the manufacturer invoice is about $6,000 lower so if I understand correctly, the dealer makes $6,000.

What do you think is a reasonable price I should try to negotiate?

Thank you for your advice.

 

5% discount on a factory order can be done with the right dealer.

 

The dealers make far more than that but their profit should not be your concern as the car doesn't even yet exist. Discounts are generally applied to existing inventory as a method to help move that stock rather than as any type of incentive for a car that is ordered. Now, having stated that, some people have been able to get discounted on ordered vehicles and they generally fall into one of the following categories: 1) Has a long relationship with a dealer having bought many cars from them in the past so can draw on having been a solid customer relationship or 2) Is turning in their currently leased Jaguar and needs some incentive to remain with the brand for their next vehicle. Barring those two things you will be fortunate to get $3-4K discount off a $100K vehicle that one might order.

There is also the Jaguar Club of North America (JNCA) membership that can often be leveraged to help get an additional discount but they don't generally offer a discount on new year model vehicle until they have been in general delivery for a while (e.g. When I bought my 2017 in the fall of 2017, I got an additional $1,500 off my F-Type R Coupe but JCNA was not giving ANY discounts on orders of 2018 year models.

Bottom line is... If you want or "need" a significant discount, then ordering is likely not within you ballpark. Rather, you may well need to reach out to a few dealers have have left over stock to see what kinds of discounts are possible. In those cases, some have been able to achieve as much as a 30% discount off retail for a "new, old stock" F-Type R. Just search the existing threads on all those details from myself and many, many other buyers.