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They can go below if they feel it necessary.
I got my car 3 days ago. I had a dealer who gave me 1600 off msrp on any 14 model.
Other dealerships I went to pulled the "pure price" bullshit, and as soon as I said that this other dealership offered me 1600 off, they paled slightly and offered me 1000 off.
With that said it's easiest to have a foothold. If you can get one dealership to give you a discount, you can use that amount as a benchmark for other dealerships to beat or match.
Good luck!
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