First question, MACO is apparently an advertising fee charged to the dealer by BMW. I was shown a factory invoice with both fees from BMW. Second question to Dean, I have always found it more successful to negotiate from a position of strength. With that in mind I used the Kelly Blue Book New Car Pricing feature to have the invoice and MSRP data on the car I wanted, with the options I wanted, emailed to multiple dealers. Here is the site;
2010 BMW X5 - Select Trim Option - Kelley Blue Book
You will find the "Price with options" tab hidden on the left side of the page. I prefer the Edmund's site but, as of 2 minutes ago, they still do not have data on the 2010 X-5 pricing. By substituting different zip codes you can obtain prices from dealers out of your area but within a reasonable distance. Some will quote you directly , some will phone and others will ask you to come in. I happened to obtain the best price from Fremont BMW who quoted me the "$750 over invoice" and verified this offer with an email. I then took the email (to verify the best price I had been quoted) and pricing information to the dealer I have always dealt with, East Bay BMW. Their first offer was MSRP. I told them that I really wanted to purchase the car from them because I have a relationship with them (this is the fourth BMW I have purchased there) but that I frankly had a better offer and asked if they could please match it. They did. As I said, this may have been partially due to the fact that I have proven myself to be a loyal customer. It was also helped by the fact that the salesperson I dealt with, Ed Jung, was terrific. He gives new meaning (in a good way) the the term "car salesman". He presented my "offer" with substantiating email to his manager who approved the deal. Good luck to all