I just leased my 2nd car from Joyce (this one a 2018 AWD Pilot EX-L). Joyce made it simple. This was truly a "no haggle" sale. I didn't even need to make a counter offer because their initial offer was too good to refuse... I spent 10 minutes on the phone with them, my wife spent 15 minutes having our "trade in" evaluated, and then I was in and out of the dealership with my new car within 1 hour.
Joyce priced their initial quote to win the business. Other dealers quoted me at prices they hoped were good enough to get me to show up in their dealership in the hopes that I would be an uneducated consumer, willing to pay more than “market” for the car.
When getting a new car, I do internet research and request competitive bids through KBB.com and Edmunds.com because my time is very short. Unlike some buyers, I don’t have the patience to sit in a dealership for 5 hours haggling over the last penny. I do my research, I know what the cars are worth, and I don’t mind that the dealer needs to make a reasonable profit.
I requested quotes from 5 dealers. Joyce was a real "stand out" right from their initial response.
They quoted me a price that was substantially below the low end of the "fair purchase price" range published by Edmunds.com and KBB.com. This was a huge contrast vs. all the other dealers I requested quotes from. One of them (Madison Honda) didn't respond. Two of them (Planet Honda and Rt. 22 Honda) gave me an initial quote identical to Honda's national lease promotion. One dealer quoted me a price more than $600 (over the 36 month lease) HIGHER than the Honda national promotion.
My wife then took our (leased) Honda Odyssy into Joyce for an evaluation, and they agreed to give us a fair price for the equity value in that car, which further reduced our out-of-pocket cost. I probably could have pushed them for another $500 of trade in value, but their overall price was already soooooo much better than every other dealership was offering, and life's too short to haggle over the last penny...
This was a very efficient process for me. I probably spent 2 hours on my online research and “leveling the bids” with an Excel-based lease calculator I developed a few years ago (I had to reverse engineer the Honda national offer because I wanted to only pay the first month's lease cost at closing). Then my wife spent 15 minutes at Joyce having our Odyssy evaluated. Then when I went to get the car I was in and out of Joyce, and on my way, within 1 hour.
I sense that dealerships have different business models. Some (like Joyce) are high volume and have a large used-car dealership. They accept lower margins on each new car sold in order to turn them over faster. In addition, they will give fair value on high-quality trade ins because they know they can sell them quickly. Others are lower volume, but need to make higher margins on each car they sell.