You should at least be able to pull 6% off before rebates; i.e. get it down to invoice. Depending on the rebates you qualify for, invoice plus rebates can have you exceed 10% off (also depends on how the car is optioned). I think a lot of people exaggerate a bit, and also forget to include the delivery charge (for which there is no invoice discount), when they 'calculate' the deal they got. Main thing is, push as hard as you can and then push harder. There are a ton of dealers out there looking to earn your business.
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