Edmunds found that even a little negotiation can save $1,000 on most new cars, while actively negotiating could save $2,000 or more. The simplest negotiation tactic is to just walk away. Do it if you don't like the deal on the table, or if a high-pressure salesperson puts you off.
Focus any negotiation on that dealer cost. For an average car, 2% above the dealer's invoice price is a reasonably good deal. A hot-selling car may have little room for negotiation, while you may be able to go even lower with a slow-selling model.
In my experience, the single best thing you can do is to get the Consumer Reports car buying guide. They have information on MSRP and factory invoices,
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