Trucks/SUVs have a lot of profit margin built in to their MSRPs. That's also why what used to be the big three built the shit out of them. With the difficulties selling them there is no reason you should be paying anywhere near MSRP when buying one.
My 2004 Nissan Frontier 4 banger, 5 speed averages well over 20mpg city and highway and I'm pretty aggressive with the throttle.
