Thanks a lot, @bamabob. I checked out the website you shared and found for the exact same model / options, the Internet price in my region (northern California) is $2500 higher. I'm not sure if this is a fair comparison, but definitely very helpful given the fact that Truecar is working for the dealers, which makes it difficult to get useful information.
I'm planning to buy a 2019 Edge sel FWD in the upcoming weekend. I'm wondering what should be the target for the out the door price. It would be much appreciated if you could share some information if you have bought one. Thanks.