Call around the different dealership and ask to speak with the internet manager. He often has a better price than the sales person at the counter. Once you get a good price, call back the other dealers and see if they can beat it. Then lever one off the other until you get what you want. I've done this for all of my cars and never have to drive from place to place to get a "good" deal. Also negotiate the new car price and the trade-in separately so that the math doesn't get too messy. Also call other dealers that are in other states and see what they can do for pricing. I paid 32K for my 2005 TL with Navi in new york so you must be able to get a better pricing.