First off, it's never too low if the dealer is still talking to you.
Secondly, I would not sign any offer sheet that doesn't have the exact
VIN number on there that you want or at the very least some paper that has the exact color and options you are looking for (including accessories with Kia part numbers). If you don't have a
VIN yet, be aware that Kia automatically adds some accessories to every window sticker that I've seen. I have not heard of buyers being able to remove any accessories or options after the window sticker is cut. That offer sheet doesn't even say if you are negotiating an AWD vs. a FWD. $36,200 for an AWD looks like a better deal than for a FWD.
I see that you are financing, are you getting a rebate for financing through the dealership negotiated Kia loan? This is usually called "KMF Bonus Cash" and I think it's about a $500 rebate. Sometimes if you finance more you can get a bigger rebate because the dealer makes more money through the financing, then after the purchase you can mail in an extra payment. There is something called the buyrate which means that while you might qualify for a lower interest rate, the dealer could be tacking on a 1 to 3% extra for their profit. If you don't care and plan to pay it off before maturity or pay it down a lot, you can use this to your advantage because you might be willing to pay a higher percentage on the loan and finance more if you can get the total price lower. I always go into a negotiation pre-approved for another loan from a third party bank so that I know what I could get if they decide come in too high on the dealer financing. So at $15,000 if they add a buyrate of 1-3% they could be making an extra $150-300 on the sale. But if you finance $25,000 they could be making $250-500 which might entice them to lower the price down by a couple hundred. In the end if you pay it down or pay it off sooner, it's really only a couple dollars difference to you. I believe all dealer-arranged financing is negotiable. If you aren't sure, just get up after they tell you that they can't do any better and see what happens.
Based on the KBB.com site for zip 75010, a base model LX with no options has an MSRP $33,160 before taxes, that $33,685 looks like they are making $525, but a good chuck of those government fees and process doc fees are also their profit, plus whatever kickback (buyrate) they make from brokering the financing. You can probably talk them down a little more especially if you ask about putting less money down, but in my estimation you are pretty close to ballpark to pay at MSRP or just slightly higher. Maybe if they throw in a few accessories or oil changes you will feel better.
