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It is common to find the price is lower of a vehicle of a different make than that the dealer supplies new, I have bought a few vehicles that way always cheaper than from say in this case a Mazda dealer, usually it is a trade in they have taken, it's better for the dealer to shift it on, plus not many folk will be looking for a Mazda at a KIA dealer, both these points can lead to great discounts. Providing the points Drwho2 mentioned are covered etc.
 
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