This is normal. The dealer makes very little from a new car. They have to recoup that from trade-ins and selling used cars, which have a higher margin. New cars don't offer a lot of wiggle room because the invoice price for them is set, and they already sell them for little profit.
The dealer makes more than that from the new car. In addition to the invoice price (which is significantly higher than the dealer price) they also make money from add-ons, extended warranties, and the loan terms.
This doesn't stop them from making top dollar on everything else that they can though.
And the invoice price is always more than they pay for the vehicle anyway. It's not uncommon to see new vehicles advertised at several hundred below invoice (most I've seen is -$300 or so).
