Deal Sheet: 2026 Aviator Reserve

Tom Roush, Inc. dba Tom Roush Lincoln · Fishers, IN · VIN: 5LM5J7XC4TGL20552

Negotiation Guide

Opening Offer

$80,560

Fair Price

$82,060

Walk Away Above

$81,520

• Recent buyers paid ~$1,534 above MSRP
• Sitting 39 days (avg 25) — extra leverage

Price Breakdown

Est. Dealer Cost$72,072

Est. Invoice$74,502

Holdback (est.)$2,429

MSRP (Sticker)$80,980

Asking Price$85,980

Markup+$5,000

Est. Dealer Margin on This Car$13,908

Percentile100% of inventory is priced lower

Days on Lot39 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

Inventory99 vehicles

Avg Markup (All Models)+$3,172

Avg Markup (Aviator)+$5,000

% Below MSRP25%

Avg Days to Sell21 days

Avg Sold Markup+$1,398

Price History

Jul 9, 2026$81,980 → $85,980(+$4,000)

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+$5,000$87,62539d

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+$5,000$84,12039d

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+$5,000$89,10044d

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+$5,000$85,50046d

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+$5,000$74,50046d

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+$5,000$87,35025d