They usually tweak it overall so it looks like a discount.
Dealers LOVE options - they make far more margin on them while being able to buy back a heavily specced vehicle for pretty much the same price as a basic one; options depreciate MUCH faster than base vehicles.
There was an example a while back of an Audi A6 - basic 2.0 diesel but with every option fitted taking it up to over £70k.
The vehicle depreciated about 40% in three years, the options were more like 90%. Aftermarket items would be even worse.
BMW also did a (very well hidden) GFV over 4 years on various options that I got hold of; quite interesting reading. Mid range options depreciated far less than top end ones and some that people said were "essential" (e.g. active suspension - I don't like it) retained 0% over four years.
My Kombi was a pre-reg / Demo. I managed to get close to 1K's worth of extra's included in the price (Which was already very good)
Remember, Dealers make money on the finance deals they do.... So always remind them they have some margin there
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