Massive discounts from artificially inflated list prices seem the norm these days. You can apparently walk into any BMW dealer and get 30k off a brand new M6, 20k off a new M5, probably 10-15k of a new M3/4 once the initial newness has worn off and judging by people's experiences on here 10k off 35i/35iS (not to mention the big discounts that always seem to be available on the 4-pot Zeds). It's no surprise Audi are doing the same thing, I know Merc have been too. Even previously immune marques like Porsche are now discounting 991's, Panameras, Caynennes. A friend of mine also got a very nice deal trading his old Boxster in for the new 981 version too.