Here is my thought process, and perhaps you can understand if you happen to a business owner/business minded at all.
As a dealership, my goal is not to rip anyone off (though many - most - deserve the stealership name they have been dubbed), but to find a happy medium where you are getting a good deal and I am still making a profit. Nobody goes into business to lose money, and making them lose money should not be your goal, I'm sure you can understand this.
With that said, Chrysler and GM have similar amounts of markup between cost, invoice, and MSRP. Variances in actual cost will come with holdback, advertising (depending upon whether they pay into their national ad group, local ad group, both, or neither).
Here is an example of a 2011 GMC Terrain:
Front Wheel Drive SLT-1 base price, $27,850
Power liftgate $495
Premium audio with touchscreen navi, aux jack, USB, 40GB HDD $2,145
Trailering package $350
Total model and options $31,635
Destination charge $745
My cost as the dealer $29,600.75
Advertising cost $158.18
Net cost $29,758.93
GM Preferred Price (supplier discount) $31,049.26
I am kicked back $276.57 from GM for honoring the preferred price
SO, by selling at the preferred price, my cost adjusts to $29,482.36
My gross profit then is $1,566.90, an approx. 5% return on a $29.5K investment.
After paying my salesperson $521, my gross profit actually adjusts to ~ $1,045. Keep in mind that most dealers do not pay their salespeople as well as we do, the average dealer would probably pay about $391 on a gross profit of that level.
But my question to you is this - assuming the profit margin on the Wrangler is similar to that of the Terrain, what would you deem as fair to both parties? Or do you simply not give a ****, you want to take every penny you can from the dealership?
I would sell this Terrain for $29,800 +/- a few dollars, but not all dealerships want to move units the way that I do...the more I sell today, the better allocation I have next year. On the flip side of the coin, if you cam in and said you wanted $2k behind invoice, I would first ask you where in the world you came up with that number, and then I would simply say sorry, not happening as I am not in business to lose money - most people can understand this.
Hope this gives you a little insight - as a disclaimer, markup is not what it used to be (though Mercedes still runs 13-21% from what I understand) - hope this means something coming from a dealers mouth with no biased opinion due to interest in selling you a car.
EDIT: I only get that kickback for the preferred price if you have a Supplier discount authorization number (like the tread lightly deal), this is my
incentive to honor this price. If I sell you this car for that price or lower to make a deal, I do not get that money back. Probably didn;t have to clarify that, but just incase