Negotiation Guide
Opening Offer
$37,553
Fair Price
$39,053
Walk Away Above
$38,685
- • Recent buyers paid ~$736 above MSRP
Price Breakdown
Est. Dealer Cost$34,102
Est. Invoice$34,868
Holdback (est.)$766
MSRP (Sticker)$38,317
Dealer Add-Ons (DIA)+$995
Asking Price$39,811
Markup+$1,494
Est. Dealer Margin on This Car$5,709
Percentile83% of inventory is priced lower
Days on Lot14 days
What Others Paid (Last 30 Days)
Cars Sold1851
Avg Markup+$736
Median Markup$0
Best Deal-$2,191
Worst Deal+$8,800
% Sold Below MSRP51%
Avg Days to Sell22 days
Dealer Profile
Inventory350 vehicles
Avg Markup (All Models)-$222
Avg Markup (RAV4)+$1,507
% Below MSRP61%
Avg Days to Sell22 days
Avg Sold Markup+$123
Price History
Jun 27, 2026$39,132 → $39,811(+$679)
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