The 2010s are too new to expect much of a discount. S/C models especially are likely to be in high demand, especially since Land Rover probably keeps supplies relatively low (they did the same in late 2005, when the Sport first came out. For a few months it was near impossible to test drive a S/C, let alone buy one! They were selling well above sticker for quite a while, although it's true it was a different economy back then...) In a few months dealers may sing a different tune, but for now I think getting peanuts off sticker of a brand new 2010 S/C in a state like Florida is all you can hope for.