Exactly. Parks BMW offered me a 535d M Sport Plus with options (factory order) with £2k BMW Loyalty discount, £5.5k BMW Manufacturers discount and a further £6k dealer discount. So a £55k car can be had for £41.5k.
That was with little pushing from me and I know that better deals than that can be had via Whatcar Target Price etc.
I'm not sure that those deals will extend into the launch of the new 5 series next year though. For example the new M3/M4 is coming in at nearly double what I was paying monthly for a base, manual car with no options. So in effect ten grand cheaper on list price but nearly double the monthlies.