Due to an unexpected windfall and a need for a bigger car, my wife and I are looking at buying new. Not dead set on it and we may end up going for a 1-2 year old second hand vehicle with low Ks, but new is in the mix for the first time in our lives.
I've always understood that you'd be an absolute fool to pay sticker price for a new car and that you could expect a discount in the realm of 5-10%, but that's not based on any actual experience, and our initial inquiries have left me unsure what to do. Kia offered a $5k discount on a $36k car without us even asking, while Toyota seemed entirely unresponsive. When I mentioned that we have a fixed cash budget and can't quite meet the sticker price (true), they just suggested we get finance to make up the difference. The impression Toyota gave was very much that they sold new cars about as fast as they arrived, and the price is the price - take it or leave it. But of course they would say that...
For context, we're looking at a base model 2020 RAV4, which has been out since April 2019 - I know RAV4s consistently sell well but it's more than half way through its life cycle now.
Those of you with more experience buying new cars, can you give me some tips? How realistic are my expectations of a $3-4k discount on a mid-$30ks new car? If so, how do I ask for it - just go in and say this is what I'm willing to pay, end of story?