10% off doesn't seem out of line. When I was looking at 2014 Sprinters/Freightliners last fall my local Freightliner dealer discussed pricing & talked about selling most vans at about 10% off MSRP.That's a pretty hefty discount. I'll have to look into it.
I ended up purchasing a new 2013 Ram 1500 at 32% off MSRP, that was a deal not to be overlooked. I am adjusting well to not having a van, I have outfitted the truck so I rarely need to climb into the box, 95% of the time I access materials & tools through the sliding bed or sliding tool shelves I have made to fit the top of the box. I got tired of climbing into & out of my vans over the years & for what I do a pickup, properly outfitted, works.