Have you test driven it? No point falling in love if you've never tried it.

Anyway, I would go with "I really like the car but it seems to be above the market rate compared to other dealers". They will probably wonder (as do I) why you don't just go to other dealers, so probably embellish the statement with the reason for that.

They will ask you what you think it's worth. Tell them. If they say no, say thank you, give them your contact details and leave.

The whole situation depends on whether you hope to part-exchange (which you don't tell us). If you don't, you can make an offer below the screen price. If you do, you will be haggling with each other, with you in the weaker position. As I understand it, it is a seller's market just now, with used cars in short supply ?

It helps to like big thirsty cars that are difficult to sell, e.g. a traded in 4yr old Audi A6 2.8 with nearly 80,000 on the clock and due for a major service (including cambelt;-) which I bought in 2003. It had been on the forecourt for a bit so I made an offer well below the asking price, which was declined. It also helps to play the waiting game which is risky as you might lose the car. A few days later the phone rang ...'are you still interested in the car,sir?'............