Within the past two years I have bought two excellent new machines for around $700. It is quite doable.
For the first, I knew the store sold Vikings and I told him what I had to spend and told him I was quite firm on that price and he was able to steer me to a fine machine. (I really wanted to support a local business.) The other was a Pfaff that I researched and bought at a Quilt Expo for the show price.
If your dealer can't listen to you, pass him by. You can read reviews of many machines online but I would reccommend you try before you buy. And don't get talked into something you do not need!