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You can get 18% easily, everyone can do that. For more, you either have to push them really hard or just to work in some of the big companies which have deals with them (UBS, CS, Zurich, AXA etc. pretty much 50% of their customers work in some of those companies, they get 23%, no negotiation needed). I even officially complained about this different treatment of customers, one of their directors called me after that, told me I'm not the first one to complain...
What I also know is that for series 8 they are giving larger discount than usual, they know that the car is overpriced. Not sure what their policy for M8 will be.
Also, if you buy a car from a stock, you can also get above 25%.
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