Don't start at MSRP. Go for amount under 'dealer invoice'. Yes, at or under cost.at this time of year I would shoot for 3700 under msrp.
Car is only 3% profit; all accessories retail at about twice cost. So someone with a lot of acc's will get much more off msrp. So that's confused. Start at cost.
Get competitive bids from area dealers (usually the local will match). But recently i had to drive 40 miles to save $1,500 that locals would not meet.