Most people who are used to buying 'ordinary' cars just walk into a dealership and buy one out of the dealer storage park. Those used to buying something a little bit special know it's par for the course, getting a car built to order, and having to wait.
Those 'lucky' manufacturers who have strong demand can manage it this way, and not have to give away discounts.
It's the old case of building one car less than demand.
Martin