I agree with the others saying that I wouldn't waste my time with a dealer that adds tons of upcharged options to a car they're selling.
My advice would be to find the car you like in your local area (your city or nearby cities) and get the dealer's lowest price (dealer discount BEFORE incentives). Aim for $5k off MSRP. Usually the highest volume dealers will be more likely to hit the $5k mark, so find out which dealers those are.
If no dealers in your local area are willing to do the deal, widen your search to the highest volume dealers in your state. Then the bordering states. You will eventually find a dealer that will do the deal for $5k off MSRP. Then you can choose to either use financing cash back incentives or lease cash incentives (with buyout). Probably the best way to do it for a current model year. For previous model years, you can probably get more than $5k off MSRP.