MSRP is the "Master SUGGESTED Retail Price". No one is buying a $70K car for $30-$40K over MSRP unless they are just really stupid. My guess is you mean the Base Model Price MSRP and then all the trim, taxes, and dealer options make it seem like 30-40% high.
It is a bit confusing, as that's they way they want it, for the customers. MSRP = BS, simply a tool they use to prime the customer for negotiations, this car starts at $85K so you start negotiating from there, if it's a car on the lot get the Invoice price and start from there. Is MSRP for that model 30% or 50% more than the dealer's invoice price? No idea and they aren't sharing that information. If we knew they have to sell the car for $57,000 to break even we'd offer $56,999 and they'd counter with $74,999. Car sales is a very capitalistic venture, if I stand on a street corner and sell 10 cent pencils for $20 each and people are buying am I an A-hole or jut business savvy? Are you being forced to buy that car from that dealer?
If you go to a dealer and get your heart set on a particular car you are already bargaining from a position of weakness. A salesman wants to sell a car TODAY, who cares about getting an extra $5k from some mythical future customer, his commission wouldn't be significant enough to turn down a good offer that puts real money in his pocket instead of hopes for a larger commission of $200 at some future time
. One almost never fail tactic, start to walk and say you'll come back tomorrow, no one ever goes back "tomorrow" and the experienced salesmen know it. If they give you an offer 10% over MSRP counter with 40% under and say if your going to be silly this is going to take all day.