Here's the thing, like it or not. Dealers don't make much money on most new cars. A Mazda dealer sells whacks of 2 and 3 models, making $500-1000 on each one. Not a lot of money considering carry costs, etc.
So, they make their car money on the used lot. That $8900 car probably sold for $7500-8000 (who has paid asking?) so they probably netted $2500 on the car.
But, there is risk here. They might end up sitting on that car for months.
I know a 2001 Forester, identical to mine (even the colour) that was on a car lot in March of 2008. It's still there. They paid too much for it, priced it too high, and stubbornly decided to keep the price high. Today, they're going to lose money, big time. So, dealers have to be super careful not to overpay, 'cause demand for certain models is tough to determine.
When we went to scope out possible replacements for our Forester, we were driving the Corolla most of the time. Everyone begged us to trade it. Why? It's a vanilla car and there are hundreds for sale. But, they're an easy seller and pricing is super predictable. They could give us $7K for it, price it at $11K, sell it for $10K and net $3K in no time. RAV-4? Even easier.