Was it a demo car?? Sounds like a dealership demo which means it has never been registered and is considered new. That being the case you won't be able to beat the price down all that much. Check Edmounds.com and configure the vehicle price with options as a new car.
If it was registered then it's considered used, let the beating begin. 20-21k tops. These cars lose 20% the day they are registered and taken off the lot regardless of condition.