Leasing a 2012 Toyota 4Runner, and saving $4000 off of MSRP.
I bought a demonstrator with 3600km. They knew I knew the wholesale price and the added equipment of 3,800$ could be cut in half, because of the almost 100% mark-up, so we split the difference and I got cost plus 1,900$. The dealer will get a kick-back and the sales men have to make money, so I paid. It was a good deal.
Buying a 2011 Toyota Camry, and saving $4000 off of MSRP.
I chose my dealer because of a good reputation in the community and because it was close to my residence.
I was quoted a price by the dealer recommended by Car Cost Canada and I calculted it to be 3% above wholesale price. I took that price and Spinelli beat it by $500 without batting an eyelash. In addition, besides all of the incentives which were identified in your report, they gave me the matching $1000 WITHOUT having to put down ANY cash. They also through in few minor options. It was a very good buying experience. I may be very naive, but I believe that I got a great deal.
Buying a 2011 Toyota Corolla, and saving $3000 off of MSRP.
Sent emails to various dealers, saying that we have the CarCost report and would like to purchase by cash today or tomorrow. Most dealers asked us to call back or to come and negotiate. Only Steve Lachaine of Spinelli proposed a good price for us right away (5% dealer profit). We accepted that price without further negotiation and got the car the next day.
Leasing a 2011 Toyota Sienna, and saving $1500 off of MSRP.
I walked in with the Wholesale price report, offered them a quick sale at Wholesale price minus discounts plus 4% and 10 minutes later we were shaking hands on the deal.
My advice would be: Car Cost shows you the dealer cost on options. Make sure you have an idea what those options cost. Sometimes the dealer might not have exactly what you are looking for "but we do have a the same model with these extra options...".