I ordered a fairly loaded 330i and got $1500 off MSRP. They originally offered $1000 off. I asked "can you do $1500?" and he replies "Deal!"
We shook hands, I handed over the credit card and placed a $500 deposit. Probably one of the most enjoyable negotiations I've ever had.
After checking on Edmunds.com with options, this price works out to be $2250 above invoice. There may be better deals out there, but I think this was fair for a car that was just recently released.