New-Car Dealer Markup Dataset
VINdow Sticker tracks the advertised price and markup vs MSRP of 1,322,822 new cars across 10,571 US dealers in 50 states, spanning 144 models and 12 brands — refreshed daily. Right now the average new-car markup is -$545 vs MSRP, and 88% of listings are at or below sticker. Last updated 2026-06-25.
Current market by brand
| Brand | Listings | Avg Markup vs MSRP | % At/Below MSRP | Median Price |
|---|---|---|---|---|
| Ford | 282,872 | -$707 | 100.0% | $55,320 |
| Hyundai | 235,619 | MSRP only | — | — |
| Toyota | 232,655 | -$238 | 68.1% | $45,978 |
| Honda | 176,314 | MSRP only | — | — |
| Kia | 174,602 | -$927 | 100.0% | $36,935 |
| GMC | 67,403 | -$1,437 | 94.3% | $72,124 |
| Chevrolet | 43,854 | -$40 | 97.2% | $68,900 |
| Lexus | 29,845 | -$2 | 65.8% | $63,048 |
| Acura | 21,815 | MSRP only | — | — |
| Buick | 21,584 | -$337 | 99.5% | $44,840 |
| Cadillac | 14,497 | +$731 | 95.3% | $69,490 |
Markup = advertised price − factory MSRP (negative = below sticker). Honda, Acura, and Hyundai don’t publish reliable dealer selling prices, so they’re shown MSRP-only rather than with a fabricated markup.
Methodology
- Source: public new-car inventory listings collected directly from US franchise dealers, refreshed by an automated daily scrape.
- 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: brands whose feeds don’t expose a real dealer selling price (Honda, Acura, Hyundai) are reported MSRP-only; corrupt sub-78%-of-MSRP feed prices are excluded from markup figures.
Explore the data
Drill into every brand, every model (each with live markup, % below MSRP, and a markup trend), or market insights. Figures update daily with the morning scrape; if you cite a number, please attribute it to VINdow Sticker (vindowsticker.com).