You want to do your research. Verify the invoice price in a couple of different places on the internet. I started on edmonds.com and googled auto buying tips. Decide if you want to buy the current model year. You might be able to search for a new last year model that a dealer will be willing to discount below invoice. In either case invoice is not their true cost of the car. Manufacturers have a typical 3-4% "hold back" on the invoice that the dealerships receive after they have sold the car. Thats an additional 900-1200 dollars on a 30k car profit in addition to anything over invoice that you pay. It pays to spend an afternoon on the internet researching, searching for what you want and learning how to avoid the pitfalls of not so educated consumers. Dealerships do have the right to make a profit, but you have to realize that you will get much more for you $$ if you are prepared to deal with the dealership that knows that they can't deceive an informed buyer. Last but not least, always walk away if you feel they are not treating you with the reponsibility of earning your business and showing you respect....its your money, don't throw extra into the wind! GOOD HUNTING!