That price is average, at least in the US, maybe even a little high. It is a good bike though, a lot of value for the money. The frame is a good one, the Ultegra is a good group, but I don't know about the wheels. I was torn between the Giant and the Kuota that I eventually bought, and even though I wanted the Kuota, the price of the Giant couldn't be ignored and I didn't feel I'd be giving anything up in terms of quality. Ultimately, I found I had the money for the Kuota and I bought it.