It's basically $500 off the final price. When I bought my 17 STI, a kind sir from this forum pm'd me and gave me a coupon. After I negotiated price with the sales rep, I told him I had an Ambassador Coupon. He dropped $500 off the final price, no questions asked. It doesn't hurt the dealership's bottom line, as they get reimbursed directly from Subaru of America for the $500. Best thing ever!