Deal Sheet: 2026 Aviator Reserve

Pugmire Lincoln of Marietta · Marietta, GA · VIN: 5LM5J7WC5TGL21940

Negotiation Guide

Opening Offer

$68,330

Fair Price

$69,830

Walk Away Above

$69,353

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

Price Breakdown

Est. Dealer Cost$61,299

Est. Invoice$63,365

Holdback (est.)$2,066

MSRP (Sticker)$68,875

Asking Price$73,875

Markup+$5,000

Est. Dealer Margin on This Car$12,576

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

Inventory101 vehicles

Avg Markup (All Models)+$3,980

Avg Markup (Aviator)+$5,000

% Below MSRP11%

Avg Days to Sell24 days

Avg Sold Markup+$2,197

Price History

Jul 9, 2026$69,875 → $73,875(+$4,000)

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