Price is about timing,end of the month goals,etc. A dealer will sell a particular unit at a loss, because he knows the next guy is going to pay asking.
Manufacturers really hold the dealers feet to the fire on volume,and they really don't care what the dealers profit is as long as they meet the goals.
I have a BIL who pays outrageous amounts for his vehicle because he does not like haggling. The extant of his negotiations is to ask once "can you do any better?". He then accepts the response and pays thousands more for his vehicles.