They can come off as much as they want but thats a bit of a hefty goal. Jeeps have really low dealer markups. I helped (and negoatied for) my gf when she just bought a 2014 Patriot. The MSRP was was only like $600 more than the dealer invoice price. There was a $1500 factory rebate which helped the price alot. Be firm but don't be a dick. Be educated and focus on the price too. The dealers are trained to help you focus on the "monthly payment you are comfortable with" and not what you are actually paying. So they will stretch it out to 6 and 7 years now. We were negotiating with one salesman on a vehicle she didn't end up buying, and the salesman came back 3 times with "different monthly payment scenarios". I finally said, listen, I want you to come back with the price on the vehicle, and what you are offering for the trade, like I been asking you for. I can do simple math and figure out the monthly If you don't come back with those numbers, then this conversation is over and we are leaving...He got the point. Also go on the last day of the month, you'll get the best deal possible if they need to hit a number. Our scenario went like this. He offered us his best deal after a few tries and we said we are going to think about it (it was close to what she wanted but not 100% there), he asked us to wait and comes back with a different deal and said this is the bottom line price for today only. I'll sell you the car at the other deal anytime you want, but this is my today only deal so I can hit my number, take all the time you need, but when you leave, that deal is gone. We ended up out the door for less than the MSRP-rebate. He probably broke even on the car at best after his kickback from Jeep, as we were well under dealer invoice price