With American makes the sticker price is typically way higher then what you actually pay. I remember my father buying a 1/2 ton GMC that was sticker-ed at ~$34K yet he paid ~$27K. I've never seen that happen on Euro or Asian makes.
That's only about 20% off. Not at all unusual in the European market. I don't think a single Euro-market Chevy sells with less than 25% off... The "premium" brands usually have 15-20% off. The new Ford Ranger can be had for 35% under MSRP. Transit will be replaced soon -> 40% off.
A good indication is to look on a new car broker website (which orders their cars at dealers and adds a bit of their own revenue) - You can typically get a bit better price at a dealer if you negotiate good.
For example autohaus24.de:
14,990€*is the base MSRP of a German-market Cruze, depending on type of buyer and exact model AH24 can get you a Cruze at between 29.7 and 27.2% below MSRP, so a Cruze can be had for 11,430€ (including 19% VAT, so pre-tax price would be 9605€, about 12,256 USD)
3-series has lower discounts at the moment (still new and a hot seller), but you'll get more than 10% off in any case.
I clicked through to see what the actual rebate would be if I ordered a 320d wagon Sport Line with manual transmission:
About 17% below MSRP.