I have been on a car forum for 5 years, go to Edmunds, find out invoice price, research what a hold back is, it's a percentage that he dealer gets just for inventoring the car from the manufacturer. Holdback is usually around 3%, different for each manufacturer, a $20,000 truck has a holdback of $600 which is additional profit for dealer, so if you bought at invoice price, the dealer would still make some type of profit.Since it's getting to the end of the model year, you should offer close to the invoice price, call around, someone will accept an offer. Next, pre-qualify for a loan on line so you eliminate dealer financing in case they plan on ripping you off. Contact a number of dealers, I guarantee you you can get one close to invoice price. Never negotiate down from msrp, but start at invoice price.
I have read of 100's of customer negotiations like I have outlined above. If you are trading in a vehicle it complicates things a bit, but you can also get TMC (true market value) from the edmunds site as well, they will list tmc for sale by owner, or trade in values based upon condition of car. Of course this is just my opinion.