Buyer beware! Let’s put the Costco Auto Program into proper perspective as there seems to be considerable confusion among Costco members that desire to take advantage of this program. Costco offers a Costco Auto Program for its members by entering into an agreement with participating dealers to offer Costco members a prearranged dealer discount. Usually, these discounts are very weak at best.
Costco’s discount is NOT manufacturer-funded.
It is not a manufacturer rebate or incentive.
It is not reimbursed to the dealer.
It is not stackable with dealer discounts.
It is a pre-negotiated dealer discount that Costco forces participating dealers to honor.
Costco is simply selling leads. Dealers participate because the discount is intentionally weak. Consider a vehicle with MSRP = 60,000
· Dealer discount offered: $2,500 off MSRP
· Costco discount: $2,000 off MSRP
· Dealer says: “You can have one or the other but not both.”
This is the telltale sign of a dealer-funded program, not a manufacturer incentive.
If it were manufacturer-funded, the dealer would apply the Costco incentive on top of their discount, get reimbursed and have no reason to resist. However, in reality, they do have reason to resist because they pay for it.
Costco sells referral traffic. Dealers agree to:
· A low, fixed discount
· No negotiation
· High-volume lead flow
· Great lead generator
Costco gets:
· Referral fees
· Membership value perception
Dealers get:
· Guaranteed foot traffic
· Low discount obligations
· A chance to upsell financing, warranties, accessories
Costco is not trying to get you the best deal. They’re trying to get you into the dealership.
EXAMPLE: Believing that the dealer and Costco discounts of 2500 (4.2% off) and 2000 (3.3% off), respectively, are both very weak and, having researched your local market selling prices, you discover that 7% - 8% off MSRP is typical. You may want to start negotiating with 10% off MSRP and using 8% off as a floor… at least initially. You can always come down but never go up.
Because Costco Auto Program discounts are notoriously weak, I believe that in most cases it’s best to negotiate the selling price and forego the Costco discount whether you lease or buy. Yes, the Costco discount does apply to leasing as every leased car is a sold car. As such, a leased car does have a selling price known as the agreed upon value.