It's called anchoring. Advertise it for R99k and when someone shows genuine intrest in it, and they "manage to negotiate" you down to R60k, they feel so good about themselves that they don't even realise the car is only worth R40k.
Cajees cycle corner did this a lot, but it also works on family purchases. If you want to buy something, start by showing your SO something priced ridiculous - so let's say a TV. The first one should have all the bells and whistles - anchors that price in their mind, and then when you "settle" for the one you actually want, they still think you got a good deal.