In all reality, all manufacturers should lower their prices to a real value and remove all incentives. I think $500 here or $1000 there as a discount is fine if the price is realistic. A vehicle is worth what it's worth and I think the prices are so inflated over the past 20 years because of the incentives. So, is the paid price the real worth of the vehicle?
In 2014, I bought a new Mustang GT, MSRP was $36,500. Paid $29k for it.
In 2017, I bought a $44k Mustang GT and paid $34k for it.
I bought a 2018 Ford F150 XLT 4x4. MSRP was over $52k. My cost was $38,500.
There was a time when you could buy a 6.4L Scat Pack Charger with leather, NAV and convenience group for an MSRP of $43k, and take it home for about $40k. That price lasted for 4 years before they skyrocketed. I had a '15 and a '17 at that same price.