Purchasing a new Toyota rav4, best price?

Hey all im looking at getting the new 19-20' rav4, preferably AWD, for my wife and was wondering if the "e-price" is really the best price? How much haggle room is really in these $29-35k cars? They have one for $28 and the e-offer is showing $26.5

 

Typically prices listed on dealer websites are garbage for a host of reasons (they include impossible to achieve incentives, alternatively they're not great, or there's some bait and switching going on). I strongly suggest doing some research on what exactly you want and what inventory is near/around you.

Also @ramonortiz55 posted this forever ago and its exactly how I've bought all of my new cars: https://www.tacomaworld.com/threads/so-you-want-to-buy-a-tacoma.475482/. The only addition is the fact that tools like Costco's auto program or the USAA equivalent will get you 90% there without any of the work. Ultimately, all that matters is that you feel like you're getting a good price/deal.

OA