Really depends on where you're located. What kind of estimate did they give you?
It may also be more beneficial to walk into a dealership and negotiate, they're usually more willing to do so if you do it face to face.
Are you just interested in Hyundai or other car makers are well? I say that because in Italy you can get the Renault mentioned on that same page you linked to, I heard a lot of good things about it. If us Americans got the Captur I would consider it.