My wife and purchase our 07 Edge SEL plus that had a MSRP of $33,130 (loaded) on St. Pats day. We walk in with the printed web invoice ($31,382) for all the Edges on there lot and started from that point. We end up with the following:
1). $200 under vehicle invoice ($31,382-200 = $31,182)
2). High value for our trade
3). 12 months of free basic maintenance.
4). Free gas
5). Ford Credit low APR financing (0.9% on 36 months, 1.9% on 48 months or 2.9% on 60 months)
We also walked into that dealership with competeing offer from another dealer and told them the offer. They tried hard to beat and did after a couple of hours. It takes time. Usually the longer it takes to get a deal the better it is for you (hours).