Finding money-saving car rebates, auto incentives and deals

Auto makers started offering buyers car rebates, purchase "incentives" and low-rate financing years ago, and haven't been able to stop due to competitive pressure. That's good for buyers. It could save you hundreds, even thousands of dollars. But nothing's as easy as it looks.

Deals are often confusing. Cash back? 2.9% financing? Low-rate leasing? Do your homework before you go to the dealership, or you can expect to come away with your head spinning-and more expense than necessary. Keep in mind:

* Decide on the new car you're interested in. Then research what deals and car rebates are available. Don't expect factory auto incentives on hot, new models or any vehicle in high demand.

* "Car Rebates" or "cash-back" are direct payments from the auto maker to you, the customer. They do not come out of the dealer's profit, and he is not entitled to any of your payment.

* "Auto Incentives" or "marketing support" are payments from the factory to the dealer, usually to push certain models. The dealer may use the car dealer incentive to reduce the price, or to increase his profit. So, it's to the dealer's advantage if you don't even know incentives are in effect.

* Nothing takes the place of haggling. Go in prepared to negotiate the best price possible before you tell the dealer you also want the car rebate, low-rate financing, etc. Don't let the dealer shift your focus to the rebate and away from getting the best price on the car.

* Where to find the deals: Go to the manufacturer's web site and look for a link to "Special Offers," "Special Financing," "Limited-time Savings" or similar phrases. With persistence, you'll find them. Some car-oriented sites list current car rebates and auto incentives. Edmund's displayed the most comprehensive listings of any site we tried.