Back in 1989 when Saturn hit the market with their No Haggle/No Dicker Sticker, Car & Driver Magazine published an article on how all dealers would be going in this direction. And how the whole market would be this way in the next decade(hmmmm!). Customers would either pay the sticker price on the vehicle(as in Saturn's case) or, dealers would put a price on the windshield of the cars on the lot with their lowest price...PERIOD!
Now, we have been talking about these Non Negotiating dealers for ~30 years and I have seen & experienced both. I have walked into a dealership and negotiated my butt off/put the salesperson in, as I say, "the head lock" and squeezed hard. Then I have gone into dealerships where the price was marked down substantially and that is their lowest price. No extra negotiating!
In my area, Chevrolet, Hyundai/KIA & Nissan are marking down their vehicles substantially during certain times of the year. PLUS(in many cases) they're offering discounts &/or rebates for:
Customer loyalty/military discounts/recent college graduate discounts as well. I mean, if you have just graduated from college while in the military and currently own a " specific brand" vehicle, you may qualify for HUGE discounts as well. And what other negotiating power or dealer discounts that apply.
One dealer in particular, marked down some Hyundai/KIA vehicles on their own THEN, offered all of the discounts that I listed above. You could get a $24K-$26K vehicle for $15K-$16K brand new w/full warranty.
And another dealer still, markes down NISSAN Altimas at the end of year at some $7K-$8K+ off sticker, just to move them off the lot. AND 0% financing "For Well Qualified Buyers".
And GM/Chevy always has LARGE discounts on certain vehicles/certain times of the years...Cruze, Malibu, Equinox, Tahoe OR special LEASING.
A funny story:
A buddy of mine(who knows a guy, who knows a guy), got $16,000 knocked off of a NEW Cadillac.
And another time, got $12,000 knocked off of a GMC Sierra. We've all heard these stories!