I got S-Plan pricing through my company, but they said if I couldn't get the s-plan through my company since we changed segments, then they'd sell it to me for 200 bucks over invoice. That seems to me to be about as low as they'd be willing to budge.. so I'd say on average, you should probably go about 400 bucks over invoice.. also check edmunds.com for current incentives. You can also call mazda USA and see what they are offering the dealers.
I did a lot of researching, especially on Edmunds.com for the best price to expect. After selecting all of my options and putting in my Zip code I was shown a list of dealers in my area that I could send my request to. I sent a request and got a reply back that they would offer me the exact car that I wanted for 2% above invoice. 2% x Invoice @ $17,308= $346.16. Not too bad considering the TMV (True Market Value) in my area is $18,099.
Make sure to let the dealership know that you have been to Edmunds.com and/or other online sites and be ready with printed out TMV and Invoice/MSRP reports and they won't have much room left to maneuver (spin) .
