btw thought I would answer as I tried with Toyota back in 1997, and was told no, I could try to get an allocation of the dealer's that closely (key word closely) matched what I wanted. Toyota does not have ordering.
I would not think ordering is beneficial to anybody but the buyer. Some dealers discount what's on the lot and not on orders (I get it).
Flash forward to 2006 when I asked Infiniti this question, and got the runaround. Long story short my conclusion is an "order" is with a dealer, and no different from the above.
I ordered a BMW in October 2006 and that was very straightforward. No dealer in the country had a car to sell, and ordering was the only method available. Took 10-11 weeks to arrive, way faster that GM seems to take. Both BMW, and GM, have the customer's name on the order (for what it's worth).
We currently have a GM order and from everything I've been able to gather, it's a crazy process. I sense that GM holds the cards and it's not that straightforward. They "reward" dealerships by building the orders. I even came across a dealer complaining and it was a so-called large volume dealership. Even with mfgs who do custom orders, it does seem that it's such that many will simply buy off the lots, which is the most beneficial on the selling side....