I was shocked to see that the dealer was asking for a markup of $5000. No way was I going to pay $71,000. I emailed multiple dealers and requested quotes from anyone who would offer below invoice pricing. I received 3 that entertained my request. I'm in Southern California and Kia of Cerritos ended up beating Downtown LA Kia by $500 so I ended up paying $61,200 instead of the msrp of 66,450. Of course tax and fees are another 10% here.