Dealers usually mark up Brand -New cars, a few thousand dollars the first year or so. They mark up brand-new "hot" cars even more...hence the 10-20+ MSRP you heard...it does happen. If your looking at a Car that's 35,000, You can realistically haggle down to 30,000 after all the incentives and such.
A 35,000 Camaro, first year out? Don't count on paying below 34,000 unless the dealer REALLY REALLY likes you...
But still, 35k is a little much to begin with (guestimates)