My FIL was close friends with a dealer who sold cars for at least 50 years and also owned and sold another 100 plus cars himself. He said that there is at least $2000 dealing margin in the price and another $2000 in the trade in value. This was 10 years ago. This worked for people he knew, cutting the amount they paid by $4000.
Friend of mine owns a hyundai dealership in west edmonton. There is no markup on new, it’s pretty low as is. That said, I’d probably go for the more solid elantra, though it’s all about what you are comfortable paying.
The money is in used cars and tradeins. For price of new with foreign makes, there’s not much fudge factor.
Now domestic is a whole different story.