I solicited quotes from several dealerships via the websites Edmonds dot com and Carsdirect dot com. I received several quotes from area Mazda dealers and two dealerships were outstanding-- Ferman Mazda in Tampa and Cox Mazda in Bradenton.
When you use the internet as your initial primary contact, you will get emails from the dealerships with better pricing than you get walking into a showroom cold. Ferman gave me the lowest price right off the bat and also gave me an additional option of a cash price vs. a financing price (Mazda was offering incentives based on cash/financing). Brian in the internet sales department of Ferman was excellent-- I got replies to emails within half an hour and we quickly arrived at a reasonable price. Cox Mazda matched my lowest offer and I went with Cox because they are located in my area (Ferman is 50 miles away but probably worth the drive). Cox Mazda also threw in a year's worth of servicing and matched my lowest price from Ferman.
Carl Carpenter in the internet sales department was great and did not try and upsell anything. The price I was quoted in the email is what I got on the paperwork when I went in to test drive and then when I decided to purchase. Do yourself a favor if you are in the market for a car-- go through the internet department first (whichever dealership you want) because you will get a much lower price than what you get walking in cold to a dealership. If you are ready to buy, the internet department for most dealerships is ready to get to the bottom line quickly and not jerk you around because they know you are probably shopping 5 other dealerships in the same way at the same time.
I so far love my new car and Carl took the time to explain everything in detail and deliver a car that more than met my expectations at a very reasonable price. There was very little of the typical anxiety one feels shopping for cars and negotiating price. I would highly recommend this dealership because their approach is much more low key than what a consumer encounters at most other dealerships. You don't have in-your-face salespeople and you don't get a lot of pressure. It is just the right amount of information and followup to feel like you are being attended to without being overwhelmed.