Can you deal on new cars any more?

My daughter is out of college and wants to buy hew first new car (a GMC Terrain SUV). We went to two dealers, one in the small town where we live, and the other in Pittsburgh. The car she is looking at is around $40k and she has no trade, so it would be a straight deal.

Both dealers told us the same thing. That other than a small $500 rebate, they could not sell the car for less than the sticker price.

Now I haven't bough a new car in a long time, but whenever I did, I was always able to get a couple thousand off of the price, especially on a straight deal.

So has everything changed since I bought my last new car, or is this some new tactic to get full price for all of the cars they sell? I told them that if they knocked $2k off of the car, we would buy it right now, but they said no, yet there are truck rebates that are in the $6k to $9k range.

They said they only make a couple hundred dollars on a new vehicle, and they would get fined if they sold them for any less. Both dealers told us pretty much the same thing.

I find it hard to believe that they arent making at least $5k on this vehicle. Have cars become a commodity and now none of the dealers can be competitive, or have they just decided to stick together and stick to this story even though it means the loss of a sale?

I'd really appreciate some guidance on this. (BTW, I know its not a Chrysler, but its her money, and its what she likes, lol).
Author: jeryst