This is supply and demand. You can always ask them to reduce the cost. Up to them to decide how much they want your business. The mfg is recommending a price - up to you to decide if that works for you. Look and see if there are last yrs models still around.
I would recommend checking around with other dealerships in your area. The demand could be a demand thing, but I have heard they all vary in price. If they don't want to lower their price for the unit, see if they will throw in other things, or a reduced cost of these items - helmet, warranty, aftermarket add ons...etc.
Don't be afraid to look around - you might be surprised what you can find.