This is a monetary amount towards the total deposit required offered by the dealer (or manufacturer or finance company). This is a discount or incentive which is usually only available if you purchase the vehicle with the associated finance plan. It can be any amount that the car manufacturer, dealer or finance company is prepared to contribute towards the deal to effectively reduce the amount you need to finance. Technically the dealer/manufacturer/finance company is giving you money towards the cost of the car, rather than reducing the cost of the car; although it still reduces the overall amount you have to pay.