Automakers and dealers are playing a game of chicken — and customers could be the winners

• Automakers and dealers have kept prices high and inventory low for years.
• Now, the tables are turning and the two are at odds over incentives and markups.
• Consumers may be poised to win as carmakers and their retailers battle it out.

Automakers and dealers are playing a game of chicken over how much a car should cost right now — and customers might come out the winners.