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Costco price can easily be beat by the dealer - go with Costco and your leaving money on the table.

Edmunds TMV -number has been pretty much dead on for the past 5 cars I've been involved in purchasing in and around the Bay Area. The subaru dealer that impressed me the most regarding low sales pressure and having pretty nice inventory was over in San Mateo right off of 101. I think they shared the dealer with a Mazda dealer if I recall right.

The other dealer I've heard lots and lots of good sales experience with was Auburn Subaru.

Steven's Creek historically has a slimy sales crew. Redwood city Subaru off Whipple seemed OK they worked on my old Subaru a few times did a decent job and prices were fair. Sales team seemed hit or miss never bought from them.

I bought two 2010's from Fairfield Subaru there at 80 and Travis BLV - we were some of the first customers of theirs when they opened the shop. They don't seem very competitive on prices or servicing now I wouldn't really recommend them.

WC Subaru has done some work on my cars - service garage seems pretty decent - sales staff seem fairly low pressure - no idea on their pricing though.
 

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^ if your particular to a color as long as the dealer has the same model ie trim on their lot they can easily trade for your color with another dealer - this should not alter the price unless the car is the only one in CA and a long distance away. Our Blue one was traded with a dealer in Palm Springs - the dealer agreed to split the trucking cost for the trade with me over the settled on price we agreed on. I think it was like $430 for my half of the shipping.

At the time it was the only blue limited west of the Mississipi - also a tip monday through Tuesday cars in transit or swapped between dealers do not show on the inventory system till they are logged in at the dealer so Monday Tuesday the cars may be in swap or shuffle mode and by Wed your car might appear on the system just around the corner from the dealer your negotiating with.
 
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