The Fighting Chance Package
Current Auto Pricing
Ordering the Package
Market Summary
Bragg's Banter
Customer Testimonials
Our Book
The Name Game
Car buying guide

We've spent over 20 years teaching 127,255 consumers to take total control
of the new-car buying or leasing process . . . . . . and end up the winner every time.

With our empowering guide to buying or leasing a new car, you'll negotiate the lowest price possible by conducting a detailed, step-by-step competitive bidding process from your home or office, without walking into a single car store . . . . and, unlike any other new-car info service, we'll be here to answer your questions by phone every step of the way. (We'll even go through the numbers with you on your best lease offer before you sign the papers.)


  • Weekday orders received by 4:00 PM Pacific time will be emailed to customers that day. Late Friday and weekend orders will be sent Monday. (We don't work on weekends.)


  • April lays out as a great month to buy or lease a new car. January-March sales barely edged out year-ago results, up only 1.4%. And April ends with 3 weekdays— "dead” sales days, when dealers will be praying for customers and more aggressive with their price proposals to reach their monthly sales targets and make up for lost ground.

  • Now is the time to place an order if you plan to get a new car this month. You need time to study the package and call to ask us questions to be ready to start the competitive bidding process when "prime time" arrives next Monday.


  • Our founder, James Bragg, has become the country's most astute and insightful automotive consumer advocate. He's the only one who regularly talks to and learns from his customers, who have picked up a mountain of pivotal, game-changing information in the negotiating process.

  • As a result, we're the only new-car buying and leasing information service with both the knowledge and the guts to tell you the truth, hidden from you since the mid-1990s, about how the industry has totally "redesigned" the invoice price/sticker price relationship, disguising big profit dollars as "dealer cost" dollars by hiding them in bloated dealer invoice prices — a "bombshell" fact that invalidates all the car-buying advice you're getting elsewhere.


  • No one else is telling new-car shoppers the whole truth because it would dry up their revenue stream from the auto industry. And that now includes Consumer Reports! For the same reason, no one else is providing real transparency about new-car pricing. Fighting Chance is the single remaining information source whose only allegiance is to consumers like you. We guarantee that.

  • To see the incontrovertible proof of how the invoice price has been turned into a total imposter over the last 18 years, take your mouse down 3 paragraphs to the different-colored "click here" line. If that doesn't convince you that we're exposing the truth everyone else is hiding, nothing will.

  • If any of my so-called 'competitors' — including Consumer Reports — would like to debate these subjects and watch me expose the cold, hard facts there in a national media venue, I can probably arrange it. It's a juicy story the media would love because it impacts 12 to 13 million American families every year. That debate would destroy their credibility with new-car shoppers overnight. Stealing Jack Nicholson's line, I'd say to them, "You can't handle the truth!" - James Bragg


  • On November 27, 2012, Mr. Bragg presented the proof of the industry's financial “redesign” to senior executives of Consumer Reports, Kelley Blue Book, Edmunds, TrueCar and in a USA TODAY automotive roundtable discussion on "whether online car shopping and information services are believable and are relevant in today's market.". (Note: All of them, including Consumer Reports, get substantial advertising revenue from car companies and/or nice "finders' fees" from dealers when sales are made to the consumers they send them.)

  • To read the "bombshell" exhibit he distributed to them then, click here. You could have heard a pin drop as they read that incontrovertible evidence. It appeared that no one there was aware of that "redesign," although it’s been right under their noses for over 18 years! Now it’s something they hope you’ll never learn.

  • " Click here to read the full USA TODAY "Don't Trust That Invoice Price" expose´and Mr. Bragg's candid assessment of the meeting.

    The Second Edition of James Bragg's "Bombshell" Book,
    "Letting The Cat Out Of The Bag,” Takes You Through
    That Discovery Process And Describes What It Means to You.

  • Just published as a paperback in April 2014, it’s the most recent version of pivotal information that every car-shopping consumer needs to know. To read the back cover copy, Preface and Table of Contents, click here. You can order author-signed copies for $14.95, including first class mailing. (You may order just the book if you wish.) You can also find the book at Amazon.

  • Note: At the end of each business day we will send all Fighting Chance customers who decide NOT to order the recent, author-signed version a FREE pdf copy of the first edition, a digital-only eBook that came out in the fall of 2012.


  • "This is the 3rd time I've used Fighting Chance buying a new car, and it was awesome! The sticker price on our Hyundai Elantra Coupe was $24,035, and the invoice total was $22,915. The only incentives were for active military and recent college grads, neither of which fit us. We paid $20,200, $2,715 below the dealer invoice. The other four price proposals: $293 below invoice. $400 below. $1,406 below. And $2,915 below (bid came too late)."

    "I checked the 'target prices' for the vehicle in my zip code on Kelley Blue Book, Consumer Reports, Edmunds, TrueCar and They ranged from $1,635 higher to $2,977 higher! We’ll never buy a new car any other way!"
    K.C., Carmichael, CA (Here's a cornucopia of great testimonials).

    Question: So whom should you trust for reliable information and negotiating advice? The one source that’s telling you the whole truth and takes no money from the auto industry? Or all the others, including Consumer Reports, who are hiding it from you to protect their revenue stream from automakers and dealers?


    The Fighting Chance information package will empower you to control the negotiation process confidently in this totally changed retail environment and come away with the best price available.

    For Openers, You Are Shopping For A Commodity.

  • Your vehicle has exactly the same pricing at every dealership selling that brand. You'll get the best price on any commodity by making sellers compete — not by accepting some auto website’s pre-determined, dealer-approved "target price." We teach you exactly how to do that. The best prices always come from dealers close to their incentive targets, but you can't learn any dealer's status. Today's low bidder can be tomorrow's high bidder. That's the car business today.

    Doesn't common sense tell you that this makes the "pay what others are paying" advice from those other sites incredibly stupid?


  • 1. You’ll have in us the only independent, unbiased source of truthful information and powerful negotiating advice on the Internet. “No one can serve two masters.” We serve ours (you). Those other auto info sites serve theirs (not you).

  • 2. In the package’s “centerpiece,” “How The Phone+Email Attack Can Get You The Best Deal, Saving You Time, Money and Aggravation,” you’ll learn exactly what to do and say each step of the way as you conduct a competitive bidding process from your home or office, without walking into a single car store. You’ll enlist 6 to 10 dealers that you choose to make price proposals, and you’ll go with the winner. We even tell you the best day(s) of the month to start the process.

  • Given how the industry has squirreled away substantial dealer profit dollars in the invoice price to fund the myriad of truly-secret, “below-the-line” incentives, it’s not unusual to have a $1,000 to $2,000+ difference between the high and low bidders on even a mid-priced vehicle. And today's high bidder may be tomorrow’s low bidder, depending on where a dealership stands vs. its hidden targets. (Check our long list of testimonials here. Note there how far off the mark those auto info websites "target prices" can be!) This is why it's nuts to aim for any "target price." That puts a floor under the price, when some dealer might sell for less — maybe a lot less.

  • 3. As a confidence builder, YOU’LL HAVE US AS YOUR COACHES as you go through the process. Got a question? Call us. Want to run the numbers before you sign a lease? Call us. There's no such thing as a "silly question" here. Talking to you is our favorite part of the job. We’ve been at this for over 20 years, and much of our knowledge has come from our customers’ feedback.

  • 4. You’ll receive our signature "Big Picture" analysis of how the brand(s) and the specific vehicle(s) you're interested in have been doing in the market. Are sales up or down so far this year? Does the average dealer sell 2 per month or 22? This piece also reveals the current "holdback" information for brands that use it (several don't). Here's a sample "Big Picture" analysis (not a current file).

  • 5. You will, of course, get the complete current sticker/MSRP and dealer invoice pricing data for the vehicle(s) you're considering, covering all trim levels and equipment packages. Here's a current list of model pricing available. And a sample vehicle pricing file (not a current one) in pdf format.

  • 6. You’ll also receive the latest issue of CarDeals, a bi-weekly report of current national rebates/cash incentive offers and cut-rate financing programs. Here's a sample CarDeals report (not a current edition).

  • (Our unique $44.95 package includes all the information you need to negotiate the best price on for any one vehicle. Additional vehicles are $15 each. You may place an order here on a secure, encrypted order form at any time.)


  • "Will Your Vehicle's Value Drop Like A Rock?" —a piece on how well your vehicle holds its value vs. other similar vehicles.

  • “How To Avoid The Big Leasing Rip-Off.”

  • “Things To Consider About Placing a Factory Order.”

  • “What I’ve Learned About ’Below-The-Line” Dealer Cash Programs, Facts No One Else Is Telling You.”

  • “Dealing With A Trade-In.”

  • “Should You Buy A Demo? At What Price?”

  • “The Crucial Financial Importance Of A Dealership’s Customer Satisfaction Rating.”

  • “What Some Companies Don’t Want You To Know About Product Quality (And Others Hope You’ll Learn About Theirs).”

  • “Smart Ways To Buy An Extended Warranty.”

  • “Have You Chosen A Crashworthy Vehicle?”

  • “Can You Get The Vehicle Configuration You Want?”

  • “Should You Buy Last Year’s Model?”


  • If you're wondering, "Who is James Bragg?", the founder and hands-on, day-to-day worker bee, here's a revealing "open letter" about his professional background.

  • As examples of the quality of the information pieces he creates, read "Leasing 101," the clearest explanation you'll find of what leasing's all about, and "Test Driving 101" to learn how to handle that process without getting into a price negotiation.

  • Here's an overview of the auto market's 2013 performance, including brand-by-brand sales results.

  • And check out Myths & Half Truths 101" to cut through the "boomfog" of a couple of phony "come-ons" you'll hear from car salespeople.


  • The Fighting Chance package is always changing to reflect new knowledge and the best ways to deal with the changing realities in the retail car business. Sometimes the changes are dramatic. For example, the method for getting competitive bids differs substantially from the arms-length "fax attack" process we recommended just a few years ago. At other times the changes are small, but represent worthwhile improvements. The suggested wording in the note you'll send dealers is fine-tuned often. The package you'd receive today will typically include several insightful changes compared to the one you ordered years ago.


  • $39.95 (Includes all the information you need on any one vehicle.)

  • Additional vehicles: $15.00 each. (More than half of our customers add one or more additional vehicles as "fall-back" alternatives. This could become a small, but wise $15.00 decision if you find it difficult to deal on your first choice.)

  • Considering the substantial cost of the new vehicle you're about to buy or lease, isn't this a relatively small price to pay for the comprehensive Fighting Chance information package?

  • Click here for complete pricing and ordering details, including a secure, encrypted order form you can e-mail to us or print, fill out and fax to us.

    If you'd prefer to place a phone order, or if you have questions that aren't answered on our web site, you may call our order desk at 1-800-288-1134 between 9:00AM and 4:00PM Pacific time, Monday through Friday. (We don't work on weekends.)

    Click here for current list of model pricing available.

    Important Note: This is a service for NEW VEHICLES ONLY. We have no information on used vehicles. Also, we have NO CANADIAN PRICING DATA. (For Canadian pricing, visit

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