Sad to say, it's normal now for most dealerships to have huge dealership markups. Kia, Hyundai, and Honda dealerships are especially notorious for having crazy huge markups.

The dealerships get away with it because there are, believe it or not, plenty of stupid desperate buyers who are happy to pay 50 percent more than MSRP so they can get their hands on a shiny new SUV or pickup truck today. Most of these buyers sign up for 84 month-96 month loans to afford their expensive vehicle. These buyers only care about monthly payment so as long as the monthly payment is affordable, they'll happily sign that 96 month loan and pay 60-70 thousand dollars for a 40 thousand dollar SUV.