New car dealers will generally give you below "low book," whether it be KBB, Nada, Edmonds, etc. If low book = $23,000, they will most likely offer you less than that. Some of them will insult you and offer you something like $18,000. That's why I stay away from them.
I'd go private party, as long as you can hold out. Finding the right buyer does take some time. And try not to drive the car so you can "minimize" the mileage, wear & tear, etc.
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