@Iwantmybed
We've never bought a brand new car, I work in finance and would always want someone else to absorb the early steep depreciation.
We've never paid anywhere near list price for a brand new car so havn't "suffered" the "drive off the forecourt" depreciation. We're never desperate so can wait a few months to "haggle" and can usually get something in the dealer's compound that's been sat there a while and shortly coming off the dealer's finance plan (so they have to buy it!), or there's often the manufacturer extra discounts/incentives for dealers to push a particular model or colour etc if they've got surplus stock at the factory, or a model coming up to end of production. We just keep in contact with the dealership that we fancy at the time, phone them up every few weeks to see if anything's coming up for discounting, and just sit back and wait really to see if they come up with anything.
Best was a 25% discount for a mid size family car! We'd been to view an ex-demo on their forecourt, test drove it, etc., but decided we didn't like the colour. The salesman said he could do a different colour, exact same model and spec, at the same price, but it was brand new (been in their compound for a few months!).
Another time, we'd been looking around for months for a particular make/model of a small car, ex-demo preferred or at least under a year old with low mileage, we'd been to our nearest dealership a few times, and also been to a few others a lot further away in different towns, but couldn't get the make/model/colour/price/Fuel combo that we wanted. The closest had been a diesel instead of petrol at our local dealership which was absolutely perfect except it was a diesel. The salesman, who we'd got to know quite well as we'd been a few times and spoken on the phone a few times, kept phoning us back every few weeks to give an update as to what they had in, but nothing hit the spot for us. Then one day, after about six months, he called with a manufacturer's offer in that they were having a "national" incentive to shift a particular make/model in a particular colour - the make/model was right, but it wasn't a colour we wanted, but it was 20% under list price for brand new, mileage less than 5! We initially said no, due to the colour. He rang back a few days later "just to check" we didn't want one as they'd had 10 and only had 1 left as the others had all been sold, so we asked him to hold it back and we'd go to view it the next day. In the event, the colour wasn't too bad, and for 20% off list price, we could live with that, so we took their last one!
Another time, we got a very low mileage ex-demo (under six months old, 2k on the clock) for 20% under list price. We were on a UK holiday and on a rainy day, we thought we'd check out a local dealership as we were in the market for a specific make/model of car. We wandered around the forecourt, but couldn't see the make/model/colour we were looking for, so were ready to walk away, but a salesman came out and started talking to us, asking what we were wanting, and took on board straight away the make/model/spec we were looking for, didn't try to persuade us to look at something else as he understood why we wanted what we did (some of the spec/trim were unpopular for obvious reasons to us and him - horrible interior colour scheme which he agreed with!). He went away to check the system as they had 3 other dealerships in different towns, but came back to say none had the spec/age/mileage we wanted. As we were walking away, he ran up to us and "remembered" that one of the other salesmen had the exact spec of car and that as we were close to the new registration date, it would be coming up for sale as a ex-demo in the next couple of weeks and asked if we'd be interested. We said yes, so he went to try to find it, but he couldn't and the other salesman wasn't around. He promised he'd have it back and "well presented" for us if we came back the next day. So we went back, and there it was, pride of place right in front of the showroom, newly valetted, perfect condition, we test drove it, and bought it there and then, took it away the next day - 20% off list price, never even been advertised.
The key is communication, making a friendly relationship with a good salesman (walk away from the bad ones!), and just sit back and wait for them to call! As I've said, we've never paid list price, or even anywhere near list price, worst has been 10% under list. If you're willing to be less fussy, not in a rush, you can wait for deals to come along, even in this "brave new World" where dealerships tell you there's no haggling anymore!!!