MSRP is Manufacturer's Suggested Retail Price. The dealer is under no obligation to use that as a maximum price. A sister-in-law bought a new car earlier this year and instead of a fixed dollar amount, was told that all cars on the lot were going for 9% above MSRP. However, since we had referred her to the dealer we had used, she got a "friends and family" discount down to 4.5% above list.