Negotiation Guide
Opening Offer
$39,488
Fair Price
$40,988
Walk Away Above
$40,613
- • Recent buyers paid ~$751 above MSRP
Price Breakdown
Est. Dealer Cost$35,811
Est. Invoice$36,616
Holdback (est.)$805
MSRP (Sticker)$40,237
Dealer Add-Ons (DIA)+$995
Asking Price$41,731
Markup+$1,494
Markup includes $995 in dealer add-ons (DIA) above the factory sticker — typically negotiable. Learn what these are →
Est. Dealer Margin on This Car$5,920
Percentile83% of inventory is priced lower
Days on Lot5 days
What Others Paid (Last 30 Days)
Cars Sold1493
Avg Markup+$751
Median Markup+$105
Best Deal-$1,852
Worst Deal+$7,990
% Sold Below MSRP48%
Avg Days to Sell20 days
Dealer Profile
Inventory340 vehicles
Avg Markup (All Models)-$37
Avg Markup (RAV4)+$1,506
% Below MSRP57%
Avg Days to Sell22 days
Avg Sold Markup+$148
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