It's all a matter of the surrounding customers. You probably have enough rich/lazy folks in the area that they are not going to take the time to shop around. Like someone said on another thread, he saw a couple walk in, take a test drive, and drive it home, all within a short time, so they probably didn;t do any price checking or negotiating. If you shop around it's obvious that you can find a better deal, you just have to be willing to travel some distance. Have you tried any other dealerships? The bottom line, though, is don't put this on Chrysler. Once the car leaves the plant, they have little to no control over pricing.