Is a lower price always better than a bigger rebate?

Not always; what matters is the final out-the-door price and total cost of financing. A rebate reduces what you owe, but in some states it doesn't reduce sales tax, and some rebates require financing through the automaker's lender at a rate that may not be your best option. Compare offers by their full out-the-door totals and, if financing, the total paid over the loan. Ask the dealer to show the math in writing.