Not always true. Even with supply and demand in the dealers favor, you can still get great deals. I got my Si for 3kish under MSRP and even got a bunch of the fees waved.Or buy the Elantra.
You're not in a position of power. Simple economics - you're after a car w/ limited supply and high demand. It would be very difficult to get such a car at a good price.
Edit: also OP you should look into hyundais gaurnteed resale value. Of course there is always a catch