New-Car Dealer Markup Dataset
VINdow Sticker tracks 1,889,882 new cars across 13,799 US dealers in 50 states, spanning 181 models and 18 brands, refreshed daily. 1,562,969 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 -$557 and 79% of listings at or below sticker. Measured across brands that advertise a genuine asking price — Ford, Kia and the Stellantis brands advertise after incentives, and Lincoln and Genesis above MSRP, so they are reported separately rather than blended in. Last updated 2026-09-24.
Current market by brand
| Brand | Listings | Avg Markup vs MSRP | % At/Below MSRP | Median Price |
|---|---|---|---|---|
| Ford | 314,864 | -$2,737 | 100.0% | $55,845 |
| Toyota | 271,386 | -$83 | 63.7% | $46,209 |
| Kia | 179,643 | -$927 | 100.0% | $36,685 |
| Honda | 168,822 | MSRP only | — | $36,845 MSRP |
| GMC | 152,111 | -$2,004 | 97.2% | $68,390 |
| Hyundai | 145,312 | MSRP only | — | $34,195 MSRP |
| Jeep | 128,628 | -$3,116 | 100.0% | $46,775 |
| Chevrolet | 126,674 | -$103 | 98.9% | $63,290 |
| Ram | 103,174 | -$5,459 | 100.0% | $61,331 |
| Subaru | 100,434 | -$922 | 67.8% | $38,641 |
| Buick | 52,016 | -$192 | 99.7% | $46,219 |
| Cadillac | 35,811 | +$64 | 93.8% | $64,440 |
| Lexus | 29,219 | +$186 | 42.2% | $62,500 |
| Lincoln | 20,970 | +$3,857 | 0.0% | $80,125 |
| Genesis | 20,887 | +$1,346 | 1.5% | $67,230 |
| Acura | 18,140 | MSRP only | — | $55,795 MSRP |
| Dodge | 17,840 | -$2,367 | 100.0% | $52,410 |
| Chrysler | 3,951 | -$4,520 | 100.0% | $45,075 |
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 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: 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.
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).