Looks like they are asking full NADA retail. For starters, nothing sells for full retail. Most dealerships know that and start high to leave room for negotiations. It's hard to say what to offer w/o looking at the vehicle in person. Assuming "show room new" condition, yes $25k would be an ok or a good deal. For some comparison, I gave 14,500 for my 05' sport V8 when retail was right at 20k. They listed at 16,900 and came dow from there. I would give them ONE chance to give you their bottom price. If it's 25k or lower, and you like the vehicle, buy it. If they come back over and over lowering the price, they have not been honest w/ their lowest price the first time. I always make it very clear to the sales person that they have ONE shot only. If they insist on me making an offer, no problem, but I like them to show me how much they are willing to work first.
Good luck w/ your purchase!