About a year ago the coils WERE $74 each. The price has since dropped considerably. I have encountered similar issues with other Sportage parts. The prices are dropping but the dealers aren't keeping up. For example: the valve cover gasket used to be over $30. I think the price is now under $15. When I went to buy one the dealer wanted to charge me $30. I showed him a hardcopy of the parts website that said the price was $15. Long story short...the parts guy called Kia HQ in California and they said to sell it to the customer for $15. Since the DEALER originally paid over $15 wholesale for the part Kia HQ said they would reimburse the difference.

So....you can try the same thing and see what happens. Bring a hardcopy of the parts site. Show him that the coils are now $39. I'm going to replacing mine soon too and I'm sure they'll want to charge me $74. I'll show them that they should drop their price.