As of October 26, 2026, across the 1,796,767 new vehicles in this index, the average dealer discount is -$1,554 vs MSRP, and 86% are listed at or below sticker. Honda, Acura and Hyundai are left out of every figure on this page. Acura carries no dealer asking price at all, and the Honda and Hyundai prices we hold come from a dealer-website scrape that has not reached the whole brand, so an average over them would describe the dealers we have read rather than the brand.
Every new vehicle listed at a US dealer carries a manufacturer’s MSRP — the “sticker” — and a dealer’s actual advertised price. The gap between them is the markup (or, increasingly, the discount). VINdow Sticker computes it for every listing with a published price and re-runs the numbers daily; this page is the national roll-up.
The market average right now sits at $1,554 below MSRP, but the average hides a wide spread: the models below are where dealers are charging the most over sticker, and where they’re discounting hardest. These are advertised prices — a negotiated deal often beats them.
Methodology: figures cover new vehicles currently listed at US dealers with a published dealer price, excluding implausibly-low feed prices (below 78% of MSRP). Honda, Acura, and Hyundai are excluded from markup figures. Acura’s listings carry no dealer selling price at all. For Honda and Hyundai we now hold a dealer price on part of the inventory but not all of it, so ranking them here would put a partial sample against brands we cover in full. Updated daily from dealer and manufacturer inventory feeds.