They shouldn't be charging you a dealer fee period. They are trying to incorporate a middle man fee to increase their profit margins even after a supposed "good sale" where you think you haggled em down.
On a new vehicle you should only be paying:
Cost of Car(MSRP or +1k over). If the MSRP and Cost is a difference of 3-5k OVER(depending on car/make), walk out. They artificially inflated the price.
Dealers tend to add 2+k on all transactions, this is from several friends who have worked at a variety of dealerships over the years. Every sale has 2k dollars to play with. Thats why 1k over MSRP with a 2k+ cost benefit added in.
If MSRP= 21k + 1k = 22k + 2k(play money for bargaining). So now the car is MSRP 21k and retailing for 24k.
A good example is a Chevy Camaro, some dealers are actually charging 5-10k OVER MSRP. Stay away from that. The Scion tC is 17.6k, some dealers are retailing it for 18.4k. Buyer Beware.
Do your homework, if you see a car and it retails for $x dollars, work out the details with ZERO down first to make it easier to spot dealer sheistiness.
example:
20,000 car
-0.00 dollars
--------
20,000 + tax/title(no inception fees/dealer fees)
Say after everything its 22,000.
22,000 / 60(months) with Zero down = $366.66 / PM x 5 years
Negotiate your price point, say you offer him 20k or want a $333/ PM x 5 Year payment. You took 2k off the car, they are still making money on the car with the overage on the MSRP + %interest. Don't fuss over the interest as you won't know what it is until the end of the bargain(always shop around for loans).
ok so now you bartered him down with ZERO down. Now say you have a trade, do it in baby steps so its easier for you to read the numbers and gives him less numbers to throw around you and less opportunities for him to run up the numbers. After you follow the steps as above with the trade, then do the same for the amount down.
Lastly, when you work on finalizing the deal. You are NOT, I repeat NOT obligated to buy into their GAP insurance, or extra [censored] like Tire Insurance/Wheel Insurance(this is good if you live in NJ/NYC with pot holes, but not for they want to charge you).
You sign what you work out, no more than whats written. The finance manager at Toyota was trying desperately for me to get GAP and Wheel insurance(i got both anyway but only after re-negotiating my deal and it came out less than what I originally negotiated, he was actually very very [censored] because I went and re-reviewed my numbers).
Take your time and make them work at your pace, not the other way around. Dealer fees are [censored] and are fluff. Itemize the numbers and take it home, don't work it out while you are there as they are taught to pressure you.