2019 Ascent Touring (CWP)
Invoice price is the "base" dealer cost for the vehicle but as noted, that's not what they pay. There are further discounts available to them including for volume, marketing and other hold-backs, etc. And yea, all those extra services/contracts/financing come into play, too. That's why you see such a big push at month- and quarter-end for sales. Their used vehicle business and service arm also nets big margins in many cases, too, to bolster dealer profits. Sometimes "losing" money on a few vehicle sales nets them higher profit because of a volume incentive kicking in. The car business doesn't make sense sometimes because of how unique it is in the need for consumers to negotiate prices and the way real cost behind the scenes work.