My friend got a new-in-box w/warranty Subzero below msrp at an appliance store warehouse auction.

Yes, you can get display models, and scratch-and-dents for less than MSRP. Or, if a store is going out of business, they are no longer constrained by Subzero's strict UMRP, and you can buy Subzero at discounted prices that way.

Here is a link to a thread that explains UMRP. It's 11 years old, and not one iota changed since then: https://www.houzz.com/discussions/2261947/wolf-subzero-prices

I bought Miele, Wolf and SZ from the same local store. I was also buying a custom made hood from a different vendor and the store was able to give me a really good price on the hood, but had no flexibility on the others.

Check Consumer Reports (https://www.consumerreports.org/join - $10/month digital)

Note the unremarkable performance, high prices, and low reliability of Wolf cooking appliances.

Note that high-performing, high-reliability dishwashers such as Bosch are available in the $800 price range, far less than that overpriced Cove DW.

Check prices at on-line dealers that don't advertise their prices.

If a subzero dealer won't negotiate price, negotiate for heavily-discounted or other "free" appliances or services.

Certainly use the search box above to research the items you are considering. SubZero is the star of that line, Wolf has its ups and downs, and Cove has not gotten great reviews on this forum.

As for getting them below cost, @m_miller has it covered.

When we purchased our Subzeros we paid retail but the store offered an additional warranty since we purchased more than one.

We built last year and paid less than the prices listed on Sub-Zero/Wolf's website.

jkt107 - your comment isn't that helpful because it does not say how much of a discount you received. A maximum of 5% off list is allowed by Subzero/Wolf. If you got more than that, either you did not buy from an authorized seller, or you bought a display model.

It was definitely an authorized dealer and I did not buy display models. I said I paid less than list, which is what the OP was asking about. I see you differentiated between MSRP and UMRP, so that probably explains the difference.

I think the best you can do is to ask the dealer to deeply discount an appliance from another brand. I bought quite a few SZ/Wolf products from the same dealer and he could not budge on the SZ/Wolf pricing but he did give me a free washer (Electrolux) and a microwave (GE). I also got a better rebate directly from Wolf than was being offered. At the time, they were offering points for their countertop appliances OR a $1,000 rebate and they gave me both of those choices and an extended warranty.

If purchasing from an authorized dealer, Best to wait for an official sale from subzero/wolf. We purchased ours for 10 or 15 % off msrp a couple of years ago. I noticed similar sales happening in late summer / early fall. Dealer also had floor models they were selling for a slight discount.

Where did you purchase?