Interesting discussion about Optima prices. As another data point, last September here in Colorado I paid ~$9300 for my Optima which included steps, cover, lifter, CD ozone, delivery/setup, and starter chems. After tax I paid exactly $10k out the door. At the time, based on other forum posts, that seemed about average. There was one curve-buster who paid something like $8600 out the door for theirs, but they lived somewhere like North Dakota so that don't count...