An important reason to explore new car incentives and rebates on your own is because of a rebate which is not known by all consumers. It is referred to as dealer cash. The difference between this rebate vs. any other cash rebates on a list of incentives is that it can be given at the dealers discretion. A car dealer can choose to give away all or some of this money or none at all. Any of this rebate that is retained by dealer from a car deal goes straight to their profit. Now some stores are real up front about them and roll them into sales prices and run an add campaign that way but...