Hey there,
The MSRP price for that car is $38,095. Try to get the best price you can, maybe at least $2K off the MSRP price? When you are ready to make deal, go in towards the end of the month (such as the 25th) and be ready to make a deal within a few days. Salesmen are always looking to rack in a few more sales before the end of the month. Also, go to the dealership on a weekday during work hours if you can....showrooms aren't so busy on a Tuesday afternoon and salesmen will be rushing to help you out.
The amount of money you can get off the retail price purely depends on location. For example, the BMW dealership 10 minutes away from me sells most of their cars at almost MSRP! But the next stealership is another 30-40 minutes away and most people are here are too lazy to make the trip out there (kind of ironic cuz they're shopping for transportation, lol).
Good luck.