I have to laugh. The next new thing I am seeing is "Friends, Family or Employee" pricing. Now to be totally straightforward, from time to time the manufacturer will have an incentive where they will offer incentives that are the same as given to their own employees. The only problem here is that this is NOT one of those times.
If a dealer is claiming that he is giving you the same deal as his family please ask to see one of those deals. I suspect that if the dealer ever tried to give his wife's sister a deal that wasn't less money than yours he would be sleeping on the couch!
Here is how this trick works. A dealer can make up a name for his price (Employee Pricing, Family Pricing, Friends Pricing , Buddy Pricing, Associate Pricing , Club Member Pricing) and it means nothing. You think you are getting a good deal but you can never tell. He just made up the name to make you think you are getting a good deal. If the price seems significantly lower than other dealers he may be undervaluing your trade-in or bumpping your interest rate to make up the difference. All dealers in New York pay the same price to the manufacturer for our new vehicles. It is written right into the franchise law. Beware.
Bottom line...........I believe the only way to get "family" pricing is to actually be family.