Difference is that a broker searches for the most competitive finance company and the dealer has to use the captive finance house I.e manufacturer owned.
This allows the broker to place the finance anywhere they want as the buyer is purely focused on a monthly rental.
Broker will always typically only promote Contract hire whereas a dealer will provide a range of packages tailored to the customers wants/needs.
Current production and supply is complicated and dealers will most likely be picking and choosing who they sell their cars to instead of kissing a car away to a buyer who has no part ex, doesn’t want any insurance products, won’t buy any dealer options, won’t return for in-life aftersales and won’t buy from them again aka: the broker customer.
Your observation of franchised dealers being priced out is absolute reality. some manufacturers are proactively blocking their cars from being sold through brokers as to try and help protect the main dealers.