Just start calling dealers looking for a deal. I guarantee if you call 5 different dealers, you will get some prices better than you find advertised. Pricing and advertising are very touchy subjects legally. Manufacturers can only set a MAP (minimum advertised price) that if the dealer advertises below, they do not have to reimburse them for advertising funds. That is it. It is against the law for a manufacturer to dictate selling prices. Dealers are free to sell at any price they deem fit.