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I wouldn't give anything other than a refundable deposit - that's enough to show my good faith but I want to be able to get my money back in case the dealer is sold, the car isn't exactly what I ordered, etc.
A credit card deposit would be my preference.
Now, if you are ordering something really special, like orange paint, stick shift and a vinyl floor, then I could understand the dealer wanting a non-refundable deposit.
If it's otherwise a normal car, the dealer should be able to move in along with the other inventory in case the deal falls apart.
If your dealer isn't cooperative, just extend your search until you find a dealer that's a bit hungrier.
Dealers want to sell you a car today, from their existing inventory, but ordering one takes you out of the market so you won't shop the competition and the dealer will get their holdback without any carrying costs. So you are doing them a bit of a favor too.
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