If you have a Costco membership, I highly recommend you contact the Costco Auto program [1]. They pre-negotiate a discounted price with nearby dealer on your behalf.
I bought a Rav-4 in 2018. When I was price-shopping, I included Costco Auto in my search. They weren't the cheapest (although they were very low-hassle), but they were close to the best price I could get from a nearby dealer.
In the end, I went round-robin with a few dealerships (taking one dealership's offer to another dealership and asking them to beat it), and wound up with a price around $1000 less than the Costco Auto price. I had to drive an hour to get the car, but that's no big deal in the long run.
So my two cents is that Costco Auto maybe hits a sweet spot between "don't want to negotiate" and "good price". But if you enjoy the thrill of the hunt, you can probably do better than the Costco Auto prices.
If you work for a large company, or one that is a supplier to automakers, I highly recommend researching whether your company is part of the make’s corporate discount program. The prices are often in the neighborhood of employee pricing, and often publicly-advertised incentives will stack with the corporate discount.
In the end, I went round-robin with a few dealerships (taking one dealership's offer to another dealership and asking them to beat it), and wound up with a price around $1000 less than the Costco Auto price. I had to drive an hour to get the car, but that's no big deal in the long run.
So my two cents is that Costco Auto maybe hits a sweet spot between "don't want to negotiate" and "good price". But if you enjoy the thrill of the hunt, you can probably do better than the Costco Auto prices.