Camry- MSRP will be the going price, at least this model year. A very few will be able to finagle under that. I share C's thought that it will remain that way for a good while after this year still. At least I hope it will- indicating a hot seller.

If you want to be able to go under MSRP (but you'll still be paying more in total) and are mostly a highway driver (not too much city), look at the HAH. They're going at invoice, maybe less. Maybe if the price is right I'll sell you mine and pick me up a Camry