trim level? what package options?

toyota (dealer) notoriously charged a lot for the options where on other vas are standard equipment.

If you are looking for a strip down CE without anything, the msrp is $25335, but you should get it at 235300 (maximum) based on this:

http://www.carsdirect.com/build/options?zipcode=30303&acode=USC00TOV111AT&restore=false

If they asking you for 25000, then its not a good price