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From what I've read the chip shortage is supposed to last through 2021. The manufacturers have to work through the increasing daily backlog. Just speaking for cars, all the thousands of cars that have been built over the last couple months sitting in parking lots all over the country and world that are only missing microchips would slowly be completed.
That's not to say you can't get some discount in September/October. Buyers are able to still find some money off cars today but you do have to put in more work then you normally would. A friend just picked up a new 4 door rs5 earlier this week and got 5.5% off. Not sure what those cars discounted under "normal" times but hearing so many cars going at msrp, I don't think that's terrible.
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