What we see are 2 dealership styles butting heads:
1) "We sell every car at a loss but make it up in volume"
2) "We sell at a fair price that allows us to provide the high level of service that you expect from a luxury brand such as Audi"

How many of you would have held out for a $1500 over invoice deal if noone had ever posted that "I just got my Audi for $1500 over!"? It is because of some dealers writing such deals that the "buying community" begins to expect a significant discount. Who wants to be the "village idiot" and pay 9% over invoice when their neighbor just got such a nice discount?

With such a huge difference in mentality at the dealerships, it is no wonder that buyers seem to feel that they can get a discount. And I can see how the salespersons at dealer #2 can get frustrated when dealing with shoppers whose neighbor bought from dealer #1. If Audi enjoys continued success then perhaps AOA can convince the owners/managers of dealer #1 that they should emulate dealer #2. The penny-pinching will continue as long as there are reports of dealers selling to penny-pinchers.