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As someone who formerly sold cars (Toyota), anything can be negotiated. With that said, I have never given free parts to anyone. At most, I ate half of the cost (this was on top of losing money on the sale of the car).
Just don't be unrealistic, don't be an asswipe, and don't be condescending towards the sales rep. None of that will get you anywhere but thrown out of the store. Be polite and reasonable; that will get you farther on your negotiations. The more logical behind your reasons for your demands, the better. Something like, "that's what I want to pay" or "because I want it, but don't want to pay for it" are idiotic things to say and won't get you anywhere.
If you're relying on TrueCar and other third party sites, make sure you build the exact car (trim and options should be listed on your local dealership's website). For example, I hated it when people came in for a Rav4 Limited AWD and demanded they honor their "TrueCar print out" that was based on a Rav4 LE FWD with ZERO options selected.
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