That said, it looks like I can get 0% financing on a Toyota Matrix base model, with cruise control - and without any leather in it - but with other junk that I don't want (power heated mirrors, higher power heater, dealer floor mats, power windows and door locks and remote lock-unlock), making the overall anmount I will pay for the Toyota Matrix hatchback, lower than the Kia Forte, even though the Toyota's nominal selling price is higher. Despite costing me less, the Toyota has higher resale, better reliability reputation, more cargo room inside, and a sturdier cargo floor. It weighs a bit more, has a slightly smaller engine (1.8 rather than 2.0 liters), and is goes 1 to 2 miles less far on a gallon of gas than the Kia goes on a gallon. I do like getting a rear window wiper - which you can't get, unless you also take the power heated mirror, and more powerful heater (which I don't need on relatively mild-wintered Long Island NY). The rear wiper just isn't available alone, no matter how much more you want to pay, and how long you want to wait for a special order.
Sometimes we have to take smaller things we don't want, in order to get larger things we want.