depends if you are getting a loan or lease. if it is a loan, look at the rate, look at the fees, look at the features. read the contract before signing.
find out if you can make additional payments...find out if those additional payments actually save you anything (one well known finance company allows the additional payments, but because interest is calculated and charged at the start of the loan, it doesnt make the blindest bit of difference). generally banks are slower to foreclose on the loan than a finance company.
yes, the rate is important, but so are many other factors. BTW, i work for a bank so get a loan deal like you wouldnt believe