Hey Lamp3,
I worked for a Mazda dealer in MN. I got my 2003 (#138 Black Mica) in January at around $19,500 (To customers was $20,500 non-negotiable). At the time our dealerships in the area were not honoring S-plan or E-plan because the MazdaSpeed is a specialty car. I am not sure what they are doing now.
I would guess that there is more room to negotiate now that more have been made--not to mention the other cars that have hit the market (but given the price difference and standard options...I LOVE MY SPEED!!!!!).
S and E plans are typically a % over or under invoice. I would check edmonds.com for an invoice price and go from there.
On a side note: I enjoyed working at the dealership that I did, and I think they run a very good business. I have continued my maintenance with them and they have taken care of all my "clunks" and windshields under warranty--just a note since I hear of many complaints on this forum of ignored issues.
On buying cars - Find a common agreement. Make sure you are happy with the price you're quoted, but allow them to benifit too. If both parties are happy then a good deal has been done. If you feel screwed then something wasn't right. Remember that business is business and that a profit has to be made. Get a good deal, but allow the salesperson to benifit too. Believe me when I say that I have been screwed many times on "new" car deals as a salesperson.
Personally I think Mazda has a great product across the board (especially in the last couple years) and are worth the money they are asking. (BTW: I no longer sell cars so this is not a "money making" opinion) In fact, given the % that Mazda has of the auto market, I'm suprised they don't cost more.
I welcome your emails if you have further questions.
SleepTalker