text: Depends on the retailer, brand, and model.  The most expensive models have the most markup.  The basic, more popular models have the least markup.\n\nSome of the best deals can be made on last year's models that are still on the floor.  The dealer's cost is usually between 60-70% of the MSRP.  They'll be much more willing to part with last year's model than a hot new model.  \n\nNote that a lot of retailers will automatically give you a 5% discount for paying cash.  This way they avoid the credit card transaction fee.