This is not new - this has been going on for years. Just a hook to get you to look at new cars or trucks. They have to start somewhere, but then find what your vehicle is actually worth, etc. Now make a deal:) Once they get you going they think you will fall regardless the price.
But, anyone thinking they want to buy a new car in 2021 has got to have some disposable money. Bad year to shop.
Once people stop buying things like trucks, trailers, plywood, etc, the market will come back down to a reasonable level and things will even out. Or so I hope...