They did the same thing when the Durango came out . . local dealer wanted 52 frik-kin thousand dollars for a 318 Durango .. that's why I went to autotrader.. and cut 20k right off the top.
Very worth the drive.
Best thing you can do when you decide you want a new car .. go to Edmund's or Autotrader .. get the dealer invioce for the car with the toys you want on it, bring it in with you, and tell 'em if they want to sell a car today, this is the most you will pay for it.
There are some you can get for below dealer invoice .. especially if it's a slow sales market .. like NOW f'rinstance.
Can squeeze 'em for 1-2k below even dealer invoice .. just stick to yer guns, tell 'em they aren't the only place that's sellin 'em,
..never give them anything to hold you there (keys to your car, etc) ..bring a folder ..they hate to see that.
In the folder have copies of your drivers license, pay stubs, ..anything you think they may ask for.
Don't talk about trade in until the price is negotiated, then lay it on 'em.
Whatever you do .. dont talk 'payment's' .. until the price is set.
They will rip you long and deep if all you want is a particular payment.
http://www.carbuyingtips.com/..for some great reading on doin it right and savin a bunch.
-GE (I am not nearly as gullible as I once was