I am by no means an expert on pricing, but I just went through a negotiation and will take delivery on a very similar car tomorrow. Here's what I learned:
1. Check out TrueCar.com !! They will price out the car with the exact packages you want and then give you MSRP, Factory Invoice, Market Average, Dealer Cost, and a Target Price nationally, regionally, and locally.
2. Do you have a trade? This can be where they get you - give you a great price, but then give you less for your car.
3. Do you have to order the car or is it on the lot? I got a better value going with something on the lot, but I am also getting options I didn't think about getting.
Don't you wish there were incentives right now? Bummer.....