The cars in dealerships will not sell at or even near list price because who in their right mind is going to settle for someone else's spec when the beauty of the car is that you can configure your own.
This means that in the US prices of cars already built must fall.
The same isn't true for the rest of the world where AFAIK there is no showroom stock - everything is built to order and delivered, as was the original intention.
Here's the thing. They are built to order. But they aren't going to wait for an order to build them. Not sure how it works for outside markets, EU, Japan, Australia, whatever. But for US dealers, the cars are coming at a specified window which means they have to be ordered with some kind of spec no matter who picks it by a certain time.
Dealer has X allocated for the year. Most US dealers have gotten their second car and if they are allocated more than that, then they are expecting their third car in the next couple months. But...that third car was speced over three months ago. If a dealer has a fourth allocation, that's already been FIF locked and will deliver in May. Fifth car? That will have to Have it's spec locked in probably in the next couple weeks, but won't deliver until June/July.
The point is, the dealer has to have a car speced in a certain window. If there's no buyer lined up
at that time, then the dealer will just spec whatever they want. This is why there are an abundance of $200k+ fully loaded cars on the ground right now. Those are all dealer spec cars. Which means 5-6 months ago, that dealer had no buyer lined up for even their first car! Now you can all say
well I wanted to buy the first car but the greedy dealer wanted a huge markup or maybe something like
well I wanted the first car but the dealer principal took the car for himself. And sure that was probably the case at a lot of dealerships. But not all of them. Some were in fact ordered to a real buyer's spec, and for whatever reason the buyer backed out. This is why there are some unsold Nord Greys out there. Or some unsold non Tech package cars out there. Or some with only half the carbon dress up bits. And some dealers just flat out didn't have anyone in line to buy no matter the price.
So this leaves the dealers in a poor position. You don't want someone else's spec. But depending on the dealer, it may already be too late to even order a 2017 to a spec you choose. Or if they still can, you're not getting your car for six months. In the meantime, they have inventory on the ground already that they'd much rather sell before taking in new stock. But you want your spec...not whatever they have. So here's comes the discounting to try and entice you to just take what they have instead of ordering yet another car they might get stuck with.