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Yes you can negotiate. I would make an offer 10-15% discount. All they can say is no. When I was looking some would drop the price by a grand right up front.I got lucky and my dealer had a '04 Optima that he had had on his floor for about a year set up as a demo. It came with the full warranty and all the bells and whisles. He was asking about 8 grand including taxes and in the end he came down another grand to move it. I believe if this tub had not been on his floor that long it would have been about $500 more. I live in Tennessee and our tax rate is 9.75% so he sold it for around $6300. Maybe this will give you some idea, good luck.
This is a great question and points to what sometimes is hotly debated here...Do you want to do business with a dealer that plainly and legitimately has the spas priced for what many would consider to be a fair price or do you want to walk in and see MSRP on them and work from there...If you like the idea of dealing with someone who has already discounted the spa to what many are paying than it is unreasonable to look for another 10 to 15 %...If it is priced at full MS RP than that is not unreasonable to look for that kind of a deal....
Euphoria MSRP for 05 is $ 11,055.00
My family and I just wet tested the 2004 Optima, and we thought it was great. The dealer has quoted us $8895. They also offer the 2005 Optima for $9395. Both include delivery, steps, coverlifter, and care kit with filter cleaner. They offer a lowest price guarantee (must be a printed advertisment). These prices seem way more than what is being discussed here. Keep the comments coming, so I can have a solid idea of what I "should" pay.
Just want to say one more thing. As a spa shopper looks for a nice spa and gets prices all over the place on the same features on different models, it makes the shopper conserned that they are going to be taken. The problem with this industry is it's just like buying a car. One can find the same make and model being sold for big price ranges. And dealers wonder why shoppers are conserned about getting a "fair" price. You can read on a number of threads here about dealers offering a special price trying to get the shopper to close the deal and when the shopper doean't bite then later the dealer offers another lower price. I could see maybe $500 difference between dealers across the country but not thousands. I think until dealers start pricing the "fair" price right up front (and some dealers do) that the shopper is going to be conserned.