What is a good percentage off MSRP

Don't ignore the add-ons. If you are going to modify suspension with upgrades or have a sat dish installed or new toad with baseplate and tow bar etc. All of these items can be purchased by dealer and installed much cheaper than retail so you can save a lot by including them in the deal and dealer is willing because their cost is less. Also watch out for all the expensive items at the end that the dealer will push to include like protections and extended warranties. Most if not all are high markup, high profit and low value to you. Say no to everything. They will push you hard just like buying a car. So you are negotiating for the final bottomline and it is the initial cost but so much more.