I'd say you got a great deal if you kept the holiday cash...While many people on the forum will say $500 to $1000 over invoice is what dealer is supposed to make, I was not able to get there on a BMW. I settled at $2000 which included advertising and detailing fees, which are all profit for them. you may find them treating you better later on if you don't squeeze the last dollar out of the deal. In summary, you could try to get half of the holiday cash and still keep the dealer satisfied.