Southern Honda has been the lowest priced dealer in the south for years. People come from all over to save money. Local dealers hate them, they will trash talk them, and tell you a bunch of BS to keep you from going there, it is all lies. They just can't match their prices because they are so low. They are smart enough to have the lowest price, make less profit, but sell a lot more units, and make a lot more money doing it. Go there on a Saturday and there is a line of people waiting to load up their new Honda's. American Honda loves this dealership!!!