New-Car Dealer Markup Dataset
VINdow Sticker tracks 2,124,342 new cars across 13,817 US dealers in 50 states, spanning 186 models and 18 brands, each refreshed between daily and twice a week. 1,828,437 of them carry a dealer-advertised price we can compare with MSRP. The rest are tracked at sticker only: every Acura, the Honda and Hyundai listings whose selling dealer we have not read a price from yet, and a small number on other brands whose feed carried no usable price. Right now the typical new car is advertised at $0 vs MSRP (median), with an average of -$416 and 76% of listings at or below sticker. Measured across brands that advertise a genuine asking price — Ford, Kia and the Stellantis brands advertise after incentives, so they are reported separately rather than blended in, and Lincoln and Genesis dealer prices are withheld for now. Last updated 2026-11-10.
Current market by brand
| Brand | Listings | Avg Markup vs MSRP | % At/Below MSRP | Median Price |
|---|---|---|---|---|
| Ford | 355,841 | -$2,536 | 100.0% | $56,195 |
| Toyota | 332,328 | -$122 | 55.3% | $45,517 |
| Kia | 178,863 | -$921 | 100.0% | $36,446 |
| Honda | 175,462 | MSRP only | — | $36,845 MSRP |
| Jeep | 170,223 | -$4,112 | 100.0% | $47,723 |
| GMC | 163,058 | -$1,246 | 97.4% | $70,004 |
| Ram | 152,844 | -$7,176 | 100.0% | $63,075 |
| Chevrolet | 143,097 | -$110 | 99.1% | $62,960 |
| Hyundai | 120,622 | MSRP only | — | $33,930 MSRP |
| Subaru | 97,314 | -$970 | 68.7% | $38,400 |
| Buick | 57,680 | -$223 | 99.2% | $36,460 |
| Cadillac | 38,475 | +$79 | 94.3% | $65,401 |
| Lexus | 34,160 | -$9 | 47.9% | $62,637 |
| Lincoln | 25,710 | MSRP only | — | $74,190 MSRP |
| Acura | 24,038 | MSRP only | — | $49,750 MSRP |
| Dodge | 22,757 | -$3,359 | 100.0% | $51,910 |
| Genesis | 22,258 | MSRP only | — | $65,245 MSRP |
| Chrysler | 9,612 | -$4,333 | 100.0% | $45,083 |
Markup = advertised price − factory MSRP (negative = below sticker). We show no markup for Honda, Acura, or Hyundai. We have no dealer asking price for any Acura. For Honda and Hyundai we collect one per VIN from dealers’ own sites, but only from the dealers we have reached so far, so a brand-level markup off it would describe those dealers rather than the brand. Their price column shows median MSRP instead.
Methodology
- Source: public new-car inventory listings collected directly from US franchise dealers, refreshed by an automated scrape. Each brand is refreshed between daily and twice a week.
- Markup: the advertised selling price minus the factory MSRP (total MSRP incl. destination), in dollars. A negative markup means the car is listed below sticker.
- Time-series: we snapshot the market daily, so per-model markup and below-MSRP trends are tracked over time — not a single crowdsourced point in time.
- Honesty: Acura carries no dealer asking price at all, so Acura is reported MSRP-only. For Honda and Hyundai we now hold real asking prices collected from dealers’ own websites, but only for part of the inventory, and some older Hyundai rows still carry a price frozen from a feed that stopped publishing one. Neither is a base we can average a brand off, so Honda and Hyundai stay MSRP-only in every figure that averages across cars. Corrupt sub-78%-of-MSRP feed prices are excluded from markup figures.
- Lincoln: reported MSRP-only for now, while we fix how we read Lincoln dealer prices from Lincoln’s inventory feed.
- Genesis: reported MSRP-only for now, while we check how we read Genesis dealer prices from Genesis’s inventory feed. The Genesis MSRP we hold is the trim’s base price, which may not include options or destination.
Explore the data
Drill into every brand, every model (each with live markup, % below MSRP, and a markup trend), or market insights. Each brand is refreshed between daily and twice a week; if you cite a number, please attribute it to VINdow Sticker (vindowsticker.com).