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I worked at Fletcher Jones Mercedes (#1 volume merc dealer in the US) as a secretary for the internet dept in college, and I had access to the numbers for all internet-based sales (i.e. leads come in from the website). I observed the following:
Not one single sale resulted in a loss. Some sales got REAL close, but every single one was profitable.
Profit margin is most flexible when the car has been sitting on the lot, followed closely by department, salesman, or dealership quotas being at risk. Unfortunately, joe public doesn't have that information readily available, so you need to try to feel them out.
Both of these points have already been mentioned, but figured I would reinforce them.
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