Deal Sheet: 2026 Aviator Reserve

Rogers Lincoln · Midland, TX · VIN: 5LM5J7WC2TGL17554

Negotiation Guide

Opening Offer

$70,591

Fair Price

$72,091

Walk Away Above

$71,623

• Recent buyers paid ~$1,534 above MSRP
• Sitting 46 days (avg 25) — extra leverage

Price Breakdown

Est. Dealer Cost$63,328

Est. Invoice$65,463

Holdback (est.)$2,135

MSRP (Sticker)$71,155

Asking Price$76,155

Markup+$5,000

Est. Dealer Margin on This Car$12,827

Percentile100% of inventory is priced lower

Days on Lot46 days

What Others Paid (Last 30 Days)

Cars Sold1210

Avg Markup+$1,534

Median Markup+$1,000

Best Deal$0

Worst Deal+$5,000

% Sold Below MSRP8%

Avg Days to Sell25 days

Dealer Profile

Inventory158 vehicles

Avg Markup (All Models)+$1,769

Avg Markup (Aviator)+$5,000

% Below MSRP47%

Avg Days to Sell17 days

Avg Sold Markup-$161

Price History

Jul 9, 2026$72,155 → $76,155(+$4,000)

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