If you pay anything close to MSRP, you are paying too much. If you go by the price suggested to you from truecar, CostCo, ConsumerReports, etc, you are paying too much. Do your homework. There's a good discussion on this site: https://www.kianiroforum.com/forum/5...-kia-niro.html
that you might want to review.
Getting the absolute best possible price maybe isn't an appropriate goal, at least for some of us. No one wants to be gouged or pay more than they need to, but it's also a reality that the dealership, the salesperson, the manufacturer, all need to be sufficiently compensated: otherwise, this business doesn't work. It's unfortunate that getting a fair price entails some homework, but that's the current reality.
In my case, I interacted with four different Kia dealers. I figured out a price that I felt was fair, and I let them know that was what I was willing to pay. The first dealer had a good reputation and I actually wanted to support the nice salesperson that spent a lot of time with me, but he had the misfortune of working under a manager who wasn't very astute, so I moved on. In the end, I discovered that two of the Kia dealers I was talking with were willing to negotiate, and two were not. I wound up getting the price I insisted on. And I recently noticed that the two Kia dealers that were not willing to negotiate still had multiple 2018 models on their lots, while the two that were willing to negotiate did not. Maybe the guys that were so intractable a few months ago would be more flexible now, not sure.
I wound up with a deal that had me paying less than MSRP out the door, (meaning that the dealer dropped their price enough to pay for the sales tax and other fees, and I still paid less than MSRP). In terms of absolute dollars spent, some people have done better, many have done worse. I feel good about the deal that I got, and at the end of the day, I think that's what matters most to all of us.
Good luck on your journey! I hope you wind up with a Niro. It's a really good car.