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How much is holdback on most cars?

Most manufacturers set holdback between 1% and 3% of either MSRP or invoice price. On a $40,000 vehicle, that means $400 to $1,200 that the dealer gets back from the manufacturer after the sale. The exact percentage varies by brand. Toyota and Honda typically use 2% of the base MSRP, while Ford and GM use similar percentages.

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