There is MSRP, this is the price they would love to pop you for, any many people pay it. Then there is "invoice" price which many years ago really was what the dealer paid, now it means little to nothing. Since the advent of invoice price knowledge by consumers there is an entire system of dealer holdbacks and factory incentives, including bonus money for moving cars quickly, larger discounts when cars are sitting a while so the dealer can lower the price and move them quicker. Then there are monthly sales thresh holds for bigger holdback, vs less discount for not meeting sales goals. This doesn't even take into account the line of credit the dealer may have to secure their inventory. It's way more complicated than just invoice vs MSRP. Once their current systems are figured out, they will roll out something new to keep buyers in the dark. Any dealer who whines about not making $ on a deal is 100% bullshitting you. If they agree to a deal, they are making more than $100 like they want you to believe.