My wife and I actually took an entire day (about 16 hours) to buy ours back in December. We were able to bring our '07 w/ Package 1 (weird cause it has the 18" rims and sunroof, but no leather or NAV system) price from $26,500 down to $22,500. But it was difficult cause there really is no magic word you can say. We kinda played games though, acting like we didn't know anything about the car, and that the thought of buying the GTI was a passing thought (it was hard, but we didn't show any excitement during the test drive). We acted like we weren't really impressed with the car and asked if he could give us a good price on it. By the way, NEVER mentioned anything about a monthly payment. You have to push for them to bring down the final price without taking ANYTHING else into account, such as trade-ins, financing, etc.. They will push and push you to discuss those things. Also, and this is kinda important cause it brought the price down another $1500. Go to another VW dealership and see what they offer you, then call the first one back with a better price, even if they didn't give it to you. We did this, and they hated it. Luckily there were two other dealerships about 10 mins. away. Hopefully this helps. Other people probably have all kinds of tricks for buying a car, but I am pretty happy with how ours turned out.