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Thanks everyone for your suggestions/comments.
I built a basic sport line X1 with heated and power seats for reference. In NADA it comes out to be $32,500 for the invoice and $35090 for the MSRP and the MSRP is little different in BMW website since the destination fee is $30 off between BMW and NADA. So I am ignoring it.
So applying 5% discount on 35,090, I get $33,335. So that will be $835 more than invoice of $32,500.
Based on few comments, it looks like I am off only by $335 since $500 is the best one can do more than the invoice. If I push for 6%, then I could get $500 more than invoice and also throw in the $750 loyalty and that should get me a pretty good deal!
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