I emailed all of the area dealerships and visited a couple in the area last fall, and ended up buying from Sewell. They were willing to negotiate and I never noticed anything sneaky through the process, my salesman was very straightforward. If you're shopping solely on price I'd email all of the different dealerships to get a feel for which ones are willing to be flexible and which ones won't negotiate much below MSRP. Starting point should be $500-1000 below MSRP from my experience.