Using the Costco program is a good starting place. You are only supposed to talk to one person at the specified dealer. Different makes offer different discounts. Go to the dealer at the end of a month. You don't really have to negotiate, just hesitate on the price they give you. In our case we were looking at a Honda Accord and the Hyundai Sonata. This was the year the Sonata was a new design. Honda dealer would only give $500 off and was arrogant. We told him we were going to look at the Sonata and stated that we would be back. We drove a new off the truck Sonata with everything on it. They had to pull the plastic off of it. It was just as nice as the Accord. The Costco price was about $1k off. We hesitated and said we would think about it. They kept going lower until we walked out with $3k off sticker. She put about 75k trouble free miles on it. I was amazed at the quality of a first year completely new model. Don't know if this would be true today. I believe it came out of a brand new factory in Al.