The price gets reduced closer to the market average around weeks 3 and 4 and stays in that range until it hits the 60 day mark. Some dealers reduce the price once more at this point. However, the biggest reductions usually occur once the car has been on the lot for 90 days. Generally the vehicle gets reduced very close to cost once it hits the 90 day mark in the hope that it will sell without having to go to wholesale auction.