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>Big dealers with high turnover can afford to offer better bargains than small dealers. So can established dealers who are not paying big mortgages for new showrooms or buying costly advertising to get new clients. The "Honest Bob" whose commercials are constantly on television undoubtedly has a high advertising overhead, which he is passing on to the buyer. >Optional extras installed in the factory, such as power steering and power brakes, carry a 21% to 25% markup, but extras installed by the dealer, like side-view mirrors and seat covers usually have a 40% markup. >Different models in the same series are basically the same—in engine, frame, suspension, wheels and performance. Thus the listed $244.92 difference between a Ford Custom and a Ford Galaxie is spent almost entirely on chrome and trim. >When a new model is introduced, the manufacturer automatically pays the dealer a 5% rebate for old models still in stock, and this can make a difference of $200 on a $4,000 car. Knowing that this rebate is automatic, dealers can anticipate it by several weeks, and pass on some of the savings to buyers. The best time to buy a car, therefore, is shortly before a model change. >Manufacturers frequently run dealer contests, offering the dealers $25 to $50 rebates on cars sold over a certain quota. Contests are not announced publicly, but ads for "value days" or license-plate raffles are tipoffs to dealer contests that can mean better bargains for buyers. > When a customer arranges new-car credit through his dealer, the lending institution usually rebates part of the finance charges on the car back to the dealer. For his finder's fee on a three year $3,000 loan, for example, a dealer can collect as much as $180. Some dealers, especially in California, sell cars at cost or even below and make all their profits on finance rebates.