Always aim lower. Throw out a low price, and grudgingly work up from there.
It's a buyer's market. They need your cash, you don't necessarily need to buy their car. Fix a price in your mind that you want to pay, and stick to it. If you pay anything more than that, you'll hate yourself.
Also be aware that any money the dealership takes off the front end, they'll try to make up at the back end. Make sure you know your credit score before walking in. Make sure you know exactly what you want. Ask em what colors they have, and say you're looking for a color they don't have.
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