Fair price for 2013 Prius 3 in SF Bay Area?

I am about to purchase a 2013 Prius 3 (no options added on) and would like to know what would be a fair price for the vehicle "Out-The-Door"?

I am located in the San Francisco Bay Area and Toyota is offering the following manufacturer incentives in my area:

1. $1000 cash back/rebate or 0% financing on a Prius
2. $1000 loyalty/trade-in cash incentive.

I will be trading in a Toyota vehicle that I own free and clear as well as opt for the $1000 cash back on a Prius for a total of $2000 in incentives from Toyota.

I will be getting at least $21,000 for my trade and adding in the $2000 in Toyota incentives from above that give me roughly $23,000 to work with. I'd like to get (Out-The-Door) for $26,000 or less which means I would come out of pocket about $3000 or less. The dealer I have been talking to says they would lose money on the car if they did this deal for me and that I am being unreasonable and low-balling them?

Am I being unreasonable? Also I would like to know what a good/fair "Out-The-Door" price would be and any help would be greatly appreciated!

 

Thanks JMD. I used TrueCar already when trying to figure out where to start negotiations as well as where to figure out my bottom line price for the vehicle. From your post, is $23,705 the "OTD" price or is that before taxes, title, and fees? Also does that price factor in the $2000 in Toyota incentives? If it does not include the incentive, do I deduct the incentive from the dealer's invoice, or do I just add it to my down payment?

 

Thanks for the replies. You have all been very helpful and I really appreciate it.

NoMoreNow, where did you find that add for the Prius 3 and which dealership is that for? That is a really low price and if I factor in another $1000 for my Toyota trade-in, that brings it down even lower. If basing off this add I should be paying between $3000-$3500 out of pocket and my "OTD" price should be somewhere in the low to mid $26,000 area. That means my original calculation was pretty accurate. I was hoping I wouldn't have to play "The Game" with this dealer but I guess that was just wishful thinking.

 

NoMoreNow, thanks for the reply. I will try to use the coupon you sent me to negotiate with my current dealer first, but if that doesn't work out, then I will shoot you a PM for the referral. Thanks again!