Buying my first car, need negotiating advice?

I need to buy a new car in the next couple of weeks. I have never bought a new car before, does anyone have any advice for me? The car I am interested in buying is a 2007 VW Jetta Wolfsburg Edition. The msrp is 21,175 with an invoice price of 20,047. What is a reasonable price to offer them? The dealership had at least 20 of them on their lot. I am going to put a good amount of money down, and finance the rest. I would be purchasing from zip code 53005. And for comparison purposes, how do you negotiate a lease? The same way as buying? Thanks for the help!

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