Invoice is not what a dealer pays for a car. Ignoring hold back, etc, manufacturer's have been pushing more of the vehicle cost into the MSRP since the late 90s and the ability of people to find invoice prices over the internet. Practically all vehicles have a current invoice that's about 3-5% of MSRP. Since the late 90s, this figure was more like 8-10%. No dealer could be profitable selling cars today at the true invoice price, but have no problem with the current rigged scheme. If you think you're getting the best deal buying at invoice or even $500 or so under invoice, think again!