Same here.
They started out at 4k markup for me plus lots of add-ons and it took 2-3 hours of back-and-forth for them to finally agree to MSRP with no add-ons. You just have to be firm on your price (MSRP). There's lots of guides on how to negotiate online, so just give those a read. There's a lot of standard tactics they try to throw in, but everyone at the dealership was nice about it. It's worth the wait.
One thing I wouldn't rely on too much is use other dealers as a negotiation (e.g. dealer at X is offering MSRP). Most dealers in the Bay have very few vehicles in stock and there's no way they would let it go for MSRP when there are people willing to pay the markup. Stevens Creek had a ownership change recently and they received an influx of new vehicles which they have to sell, so that's why they're willing to go down on the price. The new ownership, DGDG, is much better than the one before IMO.
I had a deal worked out with Stevens Creek to pay MSRP. Rearranged my day, and my husband’s day, to pick up the car Monday evening, because they couldn’t prepare the car over the weekend (we arrived at a deal Friday at 2pm). They are short staffed on service workers (red flag about this dealer, but then again, that’s pretty standard for dealerships these days). Went to pick up the car and sign papers on Monday, and nothing was ready. No paperwork had been started, and the car was far from being ready to go home. It had been sitting out in the sun, so the plastic protector melted to the trim and it was going to take hours to remove it. No phone call prior to us arriving. And, when we asked what went wrong, we were told, “the more questions you ask, the longer it will take.” We drove an hour to the dealership and had no place to go for a “few hours” while they tried to remove the melted plastic from the trim, which would’ve taken us well into the night. It was a horrible experience! And, they acted like we were the problem, like we were unreasonable. When I purchase a vehicle for close to $60k, I don’t want tiny bits of plastic stuck along the trim. That is not unreasonable!
As a business owner, I understand that things go wrong. But the tell for me is how do they address the problems that arise when things go wrong. Stevens Creek is shady. Full stop. I ended up walking away from the deal, and paid a bit over MSRP from another dealer because I got such bad vibes from Stevens Creek.
Yes, Stevens Creek will do MSRP, and they will “match any quote” you get from other dealerships. But, they are dishonest, and they have no sense of customer service. There is a reason why they have so many cars in stock compared to the other dealerships in the SF Bay Area. So, its a question of do you want to do business with someone like that to shave off a couple thousand dollars? I choose to walk away, and I had a much better experience, paid a bit more, got the car I wanted, and feel like I have support from a dealership if I need it down the road.