Depends - I'll be selling my truck in a month if you want a good deal
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If you are looking at used, dealer's prices are typically the highest. In fact, you want to find a "book" value that includes, wholesale, average trade, retail and dealer retail. The prices between all of the guides are all over the map. Of course at trade in time, they will show you the lowest price book, usually Glaves, and when you are buying the used car, they'll show you the highest dealer retail price they can find. 10-20% can be achieved, but it is hard to truly find the right number.