Mine was advertised for $11,900 and I got it for that, before tax and fees. No negotiating. MSRP was over $16k. No mention was made about incentives. I didn't qualify for any of their incentives. I'm not really sure how the low advertised pricing works. Although, I will say I'm aware certain dealerships advertise a low price that includes all incentives. If you don't qualify, you pay a higher price. Not sure how some dealers seem to be selling their Mitsubishis for 25-30% off MSRP. All I know is they are a fantastic deal. I'm considering replacing my Mirage with a new Outlander Sport SE or Outlander SE.