Negotiation Guide
Opening Offer
$35,213
Fair Price
$36,713
Walk Away Above
$37,842
- • Recent buyers paid ~$2,257 below MSRP
- • Price already dropped 1 time(s) — dealer is motivated
Price Breakdown
Est. Dealer Cost$35,073
Est. Invoice$36,242
Holdback (est.)$1,169
MSRP (Sticker)$38,970
Asking Price$37,470
Markup-$1,500
Est. Dealer Margin on This Car$2,397
Percentile94% of inventory is priced lower
Days on Lot61 days
What Others Paid (Last 30 Days)
Cars Sold2344
Avg Markup-$2,257
Median Markup-$2,000
Best Deal-$4,000
Worst Deal$0
% Sold Below MSRP100%
Avg Days to Sell43 days
Dealer Profile
Inventory157 vehicles
Avg Markup (All Models)+$1,815
Avg Markup (Ranger)-$1,500
% Below MSRP52%
Avg Days to Sell21 days
Avg Sold Markup-$1,002
Price History
Jul 9, 2026$38,970 → $36,470(-$2,500)
Aug 6, 2026$36,470 → $37,470(+$1,000)
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