You can't really haggle new cars alot. They have a price on them and since they are new that price is the starting number. Like you said there are always incentives and discounts here and there, you just have to know to ask about them. The space to haggle on a new car is your trade in.
Always work out the deal on the new car before you even mention a trade in. They might ask you before the deal is done but just deflect the question.
Your best bargaining tool is the ability to walk away. Most people shop for cars when they need a car. Wrong move. Always shop well before you actually need it and make sure they know you're not desperate. Then the pressure is on them to actually sell a car.
For example, the GM dealer near me was running some great deals on their cars during October because of some Quota they were trying to meet. This is the same dealer I got my 2016 Cruze Limited at last year for my winter beater so they know me pretty well. I walked in and told them I wanted a 2017 Cruze in a different color and with more options. They found one on their lot, I test drove it, liked it, and made them an offer on it. They said no, so I walked out got back in my other cruze and started to drive away. Needless to say I didnt make it out of the parking lot before they were calling me lol.
Walked away that day with an upgrade from what I had without putting a single penny down and maintaining the same payment per month in the term time. Didn't need the car and that was my biggest bargaining point.
