Negotiation Guide
Opening Offer
$37,429
Fair Price
$38,929
Walk Away Above
$38,713
- • Recent buyers paid ~$431 above MSRP
- • Price already dropped 2 time(s) — dealer is motivated
Price Breakdown
Est. Dealer Cost$34,263
Est. Invoice$35,033
Holdback (est.)$770
MSRP (Sticker)$38,498
Asking Price$39,147
Markup+$649
Est. Dealer Margin on This Car$4,884
Percentile82% of inventory is priced lower
Days on Lot19 days
What Others Paid (Last 30 Days)
Cars Sold2752
Avg Markup+$431
Median Markup$0
Best Deal-$1,961
Worst Deal+$6,080
% Sold Below MSRP57%
Avg Days to Sell24 days
Dealer Profile
Inventory211 vehicles
Avg Markup (All Models)+$303
Avg Markup (RAV4)+$649
% Below MSRP9%
Avg Days to Sell32 days
Avg Sold Markup+$234
Price History
Jul 8, 2026$40,808 → $40,772(-$36)
Jul 18, 2026$40,772 → $39,147(-$1,625)
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