Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: THURSDAY, November 25, 1993                   TAG: 9311250110
SECTION: BUSINESS                    PAGE: C1   EDITION: HOLIDAY 
SOURCE: Associated Press
DATELINE: CHEEKTOWAGA, N.Y.                                LENGTH: Medium

COMPUTERS CAN HELP YOU CUT A BETTER DEAL ON A CAR

Kevin King can sympathize. Until a few years ago, he might have been the sales guy negotiating for the higher price.

A former car sales and leasing agent, King now runs 1-900-Autofax Inc., which sells computer software listing prices dealers pay for cars and various options. The program is meant to give buyers an idea of how much they can negotiate off the sticker prices.

King's computer-pricing program is among the latest additions to what is becoming a cluttered market of products and services to advise car buyers.

For years, magazines such as Consumer Reports and Car and Driver have published price guides, data on reliability and repairs, and advice for consumers. They, among others, also offer 900 numbers consumers can dial to get information for a few dollars a minute.

But with new computer and telephone technology, dozens of fax, on-line and other high-tech services have sprung up, offering pricing information at the touch of a button.

Computer users can get car information through on-line services such as AutoVantage or CompuServe's New Car-Truck Showroom.

Price guides sent by fax machine are the hottest new service. For fees ranging from $7 to more than $20, businesses such as Pace Publications, Amoco and even the Auto Club fax consumers up-to-date price guides on any model car.

King, who started Cheektowaga, N.Y-based Autofax with a 900 number offering car prices, said his computer program gives consumers more flexibility because they can compare prices and options on more than 200 models. The software sells for $29.95.

In an ideal market, a consumer would walk into a showroom, spread his price guide on a salesman's desk, then drive off with a car for as little as $100 above the dealer's wholesale cost.

It's rarely that easy.

King said he could take one of his price printouts and discredit every number on it, thoroughly confusing a buyer.

If a salesman tells a customer the price guide is wrong, the buyer should ask to see the factory invoice, King said. The invoice should bear the manufacturer's logo. If the invoice is on plain paper or doesn't have the automaker's logo, it could be a dummy with phony prices, he said.

"About half the time, pricing guides are helpful because the customer already knows what he wants to purchase and has a rough idea of what it'll cost," said Butch Bonk, a sales manager at Muck Ford in the Buffalo suburb of Getzville. "The other half, many of the pricing guides aren't up-to-date."

Here's the bottom line: Figure out what you want, arm yourself with a reliable price guide and cut the dealer some slack so he can make a fair profit. The odds are you'll drive away happy.