hard to find out what their real invoice is..I usually dont stay long unless they start talking at about 10,000 off sticker. I bought my '19 when they first came out and the sticker price was 56,776$. I paid 43,000 something and got 40080$ for the '17 gmc 4x4 ccsb slt that I traded in..so I was happy..also got 1000$ coupon from usaa to add to the mix but I think that program ended this year.