Picking up a 1500 AT4 tomorrow, everyone in the PNW was 6-9% below MSRP (so $4500-$6500 dealer discount) before rebates. Which were another $3250 for me. So like 9-13% below MSRP is very doable. You just need to use a very aggressive online price when negotiating with your local dealership. There are plenty of folks listing $4-7k discounts online (though most of them will have add ons that they may or may not agree to remove). Just tell local dealerships one of those places is selling the car at that advertised price and you were hoping they could make it worth your while to keep your business local. No reason not to be $7-9k below MSRP with rebates. At least as far as AT4s go. Though the % discount should still be fairly similar for other trims