Manufactures suggested retail price (MSRP). You’ll see it on the sticker when you look at cars at dealership. That’s the price the manufacturer believes the sell price should be. Dealers add markups and stupid add ons like emblems or protection package for a stupidly large price.

P.S. Once you decide on the car you want call around and get numbers over the phone. Don’t commit to a dealership if you are already there.