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Assembly fees are pure profit for the dealer IMO. Unless I am mistaken, "dealer prep fee's" are directly rolle dinto MSRP. Any dealer who tells you he can't sell you the bike at MSRP without losing money is a liar and part of the reason people just buy used bikes and new bikes sales suffer in the US compared to elsewhere.
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This is what I call "people who don't understand economics". They are losing money (and think anyone who sells at MSRP will lose money] because they are only selling 2 bikes a month and those two have to cover the lease, employee salaries, bills, etc. So they better make a lot of money on those two, if they lower the price they'll just go out of business -- not sell 10 bikes.
Hint to any dealers: Bikes are probably very
elastic.