I was looking around for a new 2017 Elantra, went to a couple of dealers to test drive, and negotiate a little on price, most won't budget even $500 off MSRP.
I decided to e-mail a couple of dealers to see what they offer, Rexdale was able to offer me the car "at invoice price" which they claimed they won't be making any money - obviously wasn't true. But hey it was good enough for me. They seemed to want to pass off an already used vehicle for me, so I had to keep asking to make sure I was getting a new one for the price discussed. It was a tad shady, but it was ok at the end. Just be careful in case they try to slip something by you.
The dealer is in Etobicoke so it wasn't exactly convenient for me, and they weren't willing to let me do a vehicle pick up on a Saturday, so that was slightly annoying. One plus is that they didn't try to hard sell too much on the upgrades like most car dealers.