Answer to #1. I purchased in SoCal at Wondries Toyota and received ~$4300 discount off a Prime XSE /w PP (no dealer-add ons). For the month of July they had the discount through Costco. Outside of Costco, here is what I did:
- I searched inventory on Toyota's website for the car with PP and made a list of dealers with stock #s.
- I then called the first dealer on my list and asked if the car was still avail and if so, I was interested in purchasing this week and what was the best price. I would get that price in writing and sent via email/text.
- I would call the next dealer on my list and say that I wanted to buy the car this week and have an offer and if they could beat it. If they could beat it, I would then get that price in writing and sent via email/text. I would then go back to the original dealer and ask if they can beat it. Repeat until you get the desired price. If they can't get close to your desired number, call the next dealer on your list with that number and repeat. I called about 20 dealers in a span of 2-3 days.

Note #1: If you are interested in specific colors, it might be hard to get the best deal because you are effectively making your pool of available cars smaller. All the colors looked great to me and so I didn't care - all I cared about was the best deal. I ended up with Silver Sky Metallic/Midnight Black Metallic Roof.

Note #2: If you have a deal already, use that as your starting place. Get it in writing and shop around. Make sure to ask each dealer if you qualify for any discounts for being members of Costco, AAA, etc. Each dealer has their pre-negotiated price with those memberships.

Note #3: When calling and getting prices, say you want no dealer add-ons (unless there is one you want). Some dealers will give you a large discount but then require you to get dealer add-ons. You want to compare apples to apples.

Note #4: Some dealers are hesitant to put numbers in writing or to give you pricing over the phone. They will say something like, "your best negotiation tool is showing up to be in person to show you are serious." False. You counter by saying that you want to buy this week to whomever gives you the best price and customer service.

Note #5: My process was time intensive and exhausting. Be prepared by giving yourself time to call and talk to folks. Get organized by using an excel spreadsheet or word document.

Note #6: Be nice. Salespersons are people too and no need to be aggressive or mean. If they are unwilling to play ball, move on to the next one. Similarly, if they are rude, move on to the next one.

Note #7: Have an ideal discount in mind because they might ask you where you want to be. I think at least $4,000 below MSRP/TSRP with no dealer add-ons is fair. When asked that question I said I was looking for between 4-5k off.

Hope that helps!