In my research, using Kelly Blue book prices, I found that the Dealer Invoice is about $3,000 below MSRP. MSRP is the price on the window sticker. Dealer Invoice is the price a dealer is invoiced for the car by Kia, NOT INCLUDING other kickbacks related to special clearances, quota allowances and other dealer incentives. The difference varies of course depending on the price of the car but that $3,000 is pretty close on a $50,000 car ignoring all the other things that may reduce the dealer cost. So allowing $500 off MSRP means the dealer is making at least $2,500 and likely much more.
Another thing to consider is that if you buy a car off the lot, it used to be that the manufacturers would not charge the dealer floor plan interest on the invoice price of the car until after 90 days. So if you buy a car that has been at a dealer for more than 90 days, it begins to accumulate interest costs that must be passed along to the customer to maintain the same profit margin as a new car. One way around that is to resist the emotional "gotta have it now" and order one to your specs from the factory. That way you don't incur dealer interest, and you don't get hung with stuff the dealer might have added for a big profit that you don't want, like window tinting, cargo nets, etc.
