Absolutely everything is negotiable. Base Price, Options, Add-Ons, Warranty, etc.
I have to believe that they are getting incentives from the Manufacturer on old stock right now.
Which means even at advertised discounted prices there is still room for a haggle.
Even if you are financing the purchase (which they make a piece of), the Interest Rate is negotiable too (of course good credit helps on your side).
I spent several hours purchasing my first Corvette (a lifetime ago), and while I was there, my buddy fell for a Firebird they had, sat down and bought it while I was haggling. When he found out that I was even pushing for another 1-1/2% on the interest rate, he said he never even thought of that - and at the time, he had better established credit than I did. I got my dream car, and walked out with a better overall deal.
I'm not saying grind them till they just want you to go away... assure them you will rely on them exclusively for all your service work... offer to put some of the deal aside in a separate account from which you will have your payments made automatically - the finance guys like this - you've got skin in the game and they are assured no late payments, etc. It's all negotiable. I guess I just enjoy the game... always have.
Sure... know what you want, and know what you are willing to pay... but also, have fun doing it.