By now you've probably heard about how the softening economy can mean big deals for the willing spender.

But even in the realm of falling prices there's a sliding scale, and the way things are right now, car prices are at the bottom of it.

For example, you wouldn't think there would be many people looking to purchase a Hummer in these early days of 2009, but at least one GTA salesman says you'd be wrong.

"There's a lot of people interested in Hummers, there's a lot of people the Hummer was one of their dreams," said used car dealer Basil Atout.

And those dreams look primed to come true right now. Atout was offering up a 2005 H2 at a price reduced by 70 per cent.

"A $100,000 car going right now for thirty grand," he boasted.

And while some might jump at such a deal, it's hardly the only one around. Auto dealers across the country are slashing prices and boosting incentives in efforts to move units.

Rick Gabriele has been searching for new wheels for a while and says he's being offered almost everything under the sun.

"Some of these guys are offering $2,000 off or a gas card on top," he admits. "I've noticed that the dealers are a lot more negotiable."

Knowing that December was the auto industry's worst month in more than a decade makes it easy to see why.

"With stuff going on in the market, things have been slowing down," Scarborough Toyota-Lexus' Jen Upwood acknowledged. "We have great incentives for this year."

Some analysts blame tightening credit sources who won't finance your new car as quickly as they might once have, while others say people losing their jobs at record rates makes it hard for people to shop for big-ticket items.