Buying a 2011 Nissan Sentra, and saving $5000 off of MSRP.
Upon my first visit, the sales rep gave me the standard first offer (MSRP). What he didn't do was explain the 'additional costs'(security fee, paint charges). I was able to simply log into Nissan Canada's website to see a better offer, I balked and looked elsewhere. I got the usual call from the dealership, asking how my experience was, at which point I expressed my disapproval. Most of my dealings after that were with the woman who had called. I used the wholesale price report after that to determine that there was a far better deal to be had both there and at other dealerships for other comparable cars. In the end, I got a call from the dealership telling me about the new month's employee pricing discount (a very attractive package, well below dealer invoice price). The wholesale price report gave me the information and confidence to negotiate and choose among the vehicles in my broad search. I was able to eliminate those cars that may have been potentially desirable, but didn't offer the incentives that others did. In the end, I chose the vehicle I did because it was going to be $2500 less expensive than the other brand and model I considered equal to the one I purchased. Bottom line: use these reports to compare apples to apples.