In April of 2015 I purchased a new 2014 Focus SE for $14,000 + TTL that had an MSRP of $21,xxx. This was right after the 2015's hit the lot, and there were solid incentives, I think $4500 or so in cash back. I found a bunch of dealers that would get close to $6,000 off MSRP, but on the last day of the month one reached back out and said they'd do it for $7,000 off. They had apparently hit the number of cars they needed to sell for volume based incentives already, but wanted to clear the 2014's out of inventory and were willing to take the hit to move it.
In hindsight, I should have paid more for a Mazda 3 with the bigger motor, as the DCT in the Focus is probably the worst transmission ever developed, but I digress.
The best part of my shopping ordeal was that one dealer didn't even want to give me all of the rebates. I asked for their best price, and they said they could do $3,000 under MSRP. I said "so wait, you're trying to tell me you not only expect to sell an old model year Focus for full MSRP, but you also want to keep $1,500 in factory cash back that I clearly qualify for? Are you out of your mind????" I asked for the sales manager to call me, as I figured the salesman was just confused or something, but no, that guy said the same thing. I have no idea how they sell a single car.