California Dealer Markups & New Car Prices
Live markup data from 900 California dealers across 161,311 active listings. Updated daily.
Active listings
161,311
Avg markup in state
-$1,140
National avg markup
-$1,696
% priced below MSRP
73.3%
The short version
California dealers are charging an average markup of -$1,140 over sticker, which is slightly higher than the national average of -$1,696 (a 33% premium). Of 161,311 current listings, 73.3% are priced below total MSRP, the strongest signal of a negotiable deal.
Markup by model in California
| Model | Listings | Avg markup (CA) | Avg markup (US) | Median price | % below MSRP | |
|---|---|---|---|---|---|---|
| Camry | 10,145 | +$62 | -$53 | $35,483 | 50.1% | View → |
| Tacoma | 7,821 | -$493 | -$544 | $44,632 | 68.2% | View → |
| RAV4 | 7,185 | +$1,125 | +$512 | $42,082 | 36.5% | View → |
| Corolla | 4,610 | +$64 | +$101 | $27,036 | 48.4% | View → |
| Tundra | 4,501 | -$802 | -$1,205 | $66,414 | 64.9% | View → |
| Accord | 4,496 | — | — | $0 | — | View → |
| CR-V | 4,235 | — | — | $0 | — | View → |
| RAM 1500 | 4,204 | -$6,793 | -$7,095 | $58,252 | 100% | View → |
| Crosstrek | 3,296 | -$664 | -$714 | $36,270 | 64% | View → |
| Corolla Cross | 3,155 | +$183 | +$174 | $32,113 | 45.1% | View → |
| Wrangler | 3,052 | -$3,313 | -$3,058 | $50,255 | 100% | View → |
| Sienna | 2,644 | +$1,078 | +$451 | $53,533 | 35.4% | View → |
| Grand Highlander Hybrid | 2,620 | +$921 | +$468 | $59,441 | 39.5% | View → |
| Elantra | 2,579 | -$1,481 | -$1,742 | $25,117 | 74.5% | View → |
| F-150 | 2,506 | -$5,178 | -$4,286 | $54,860 | 100% | View → |
| Forester | 2,384 | -$544 | -$736 | $39,042 | 60.7% | View → |
| Santa Fe Hybrid | 2,376 | -$487 | -$895 | $40,207 | 62.2% | View → |
| Outback | 2,348 | -$1,107 | -$1,316 | $45,395 | 69.6% | View → |
| Bronco | 2,158 | -$3,116 | -$2,885 | $51,245 | 100% | View → |
| Grand Cherokee | 2,073 | -$4,427 | -$4,390 | $46,500 | 100% | View → |
| Telluride Hybrid | 1,981 | -$1,537 | -$1,592 | $56,514 | 100% | View → |
| Civic Sedan | 1,936 | — | — | $0 | — | View → |
| Sportage Hybrid | 1,788 | -$771 | -$830 | $35,780 | 100% | View → |
| Tucson Hybrid | 1,753 | -$881 | -$152 | $34,817 | 65% | View → |
| K4 | 1,709 | -$553 | -$566 | $24,653 | 100% | View → |
| Explorer | 1,642 | -$4,201 | -$3,252 | $49,005 | 100% | View → |
| Sonata | 1,634 | -$588 | +$189 | $29,887 | 62.7% | View → |
| HR-V | 1,629 | — | — | $0 | — | View → |
| Super Duty | 1,554 | -$2,769 | -$2,505 | $80,033 | 100% | View → |
| RAM 2500 | 1,471 | -$4,221 | -$3,820 | $76,043 | 100% | View → |
| Silverado 1500 | 1,459 | -$132 | -$151 | $59,315 | 98.9% | View → |
| Sportage | 1,452 | -$745 | -$768 | $32,842 | 100% | View → |
| Seltos | 1,440 | -$633 | -$652 | $29,686 | 100% | View → |
| Gladiator | 1,426 | -$5,526 | -$4,693 | $51,166 | 100% | View → |
| IONIQ 5 | 1,387 | -$11,241 | -$9,648 | $39,927 | 100% | View → |
| Palisade | 1,372 | -$601 | -$1,402 | $48,205 | 63.6% | View → |
| K5 | 1,283 | -$661 | -$678 | $31,280 | 100% | View → |
| Carnival Hybrid | 1,277 | -$1,116 | -$1,250 | $46,438 | 100% | View → |
| Palisade Hybrid | 1,258 | +$1,164 | +$1,154 | $48,140 | 7.1% | View → |
| Civic Hatchback | 1,179 | — | — | $0 | — | View → |
| Sorento | 1,168 | -$876 | -$912 | $38,131 | 100% | View → |
| Maverick | 1,164 | -$319 | -$374 | $34,650 | 100% | View → |
| Bronco Sport | 1,158 | -$2,381 | -$2,503 | $35,550 | 100% | View → |
| Tacoma Hybrid | 1,150 | -$452 | -$753 | $56,903 | 60.7% | View → |
| Charger | 1,139 | -$6,783 | -$5,309 | $53,480 | 100% | View → |
| EV9 | 1,118 | -$1,743 | -$1,804 | $69,362 | 100% | View → |
| Tucson | 1,073 | -$49 | +$83 | $32,279 | 45.7% | View → |
| Sorento Hybrid | 1,066 | -$1,018 | -$1,119 | $43,698 | 100% | View → |
| Mustang Mach-E | 1,046 | -$4,967 | -$4,219 | $43,948 | 100% | View → |
| Niro | 1,022 | -$632 | -$652 | $31,870 | 100% | View → |
| MDX | 1,013 | — | — | $0 | — | View → |
| Sierra 1500 | 1,008 | -$1,659 | -$2,275 | $68,698 | 95% | View → |
| Pilot | 986 | — | — | $0 | — | View → |
| Mustang | 979 | -$2,003 | -$1,857 | $40,245 | 100% | View → |
| EV6 | 928 | -$1,126 | -$1,187 | $45,762 | 100% | View → |
| 4Runner | 913 | +$252 | -$29 | $59,358 | 47.5% | View → |
| Santa Fe | 876 | -$485 | -$1,349 | $38,747 | 66.7% | View → |
| Sequoia | 851 | -$173 | -$313 | $85,312 | 47.9% | View → |
| Durango | 844 | -$723 | -$538 | $50,090 | 100% | View → |
| GV70 | 814 | +$1,350 | +$1,226 | $59,920 | 0.4% | View → |
| Prius | 798 | +$76 | +$41 | $36,450 | 42.9% | View → |
| Ridgeline | 785 | — | — | $0 | — | View → |
| RAM 3500 | 777 | -$4,707 | -$4,708 | $81,097 | 100% | View → |
| Odyssey | 752 | — | — | $0 | — | View → |
| Telluride | 730 | -$1,366 | -$1,341 | $54,148 | 100% | View → |
| Cherokee | 729 | -$2,469 | -$2,482 | $40,685 | 100% | View → |
| Kona | 723 | -$255 | +$140 | $28,930 | 44.4% | View → |
| Sierra 2500 HD | 720 | -$1,781 | -$2,955 | $88,824 | 96.7% | View → |
| Silverado 2500 HD | 698 | -$46 | -$220 | $76,869 | 97% | View → |
| Ranger | 696 | -$2,478 | -$1,972 | $37,513 | 100% | View → |
| Venue | 690 | +$1,204 | +$1,335 | $24,907 | 4.8% | View → |
| Grand Wagoneer | 687 | $0 | -$107 | $82,645 | 100% | View → |
| Ascent | 654 | -$1,346 | -$1,490 | $50,411 | 67.2% | View → |
| WRX | 639 | -$755 | -$685 | $37,884 | 68.7% | View → |
| Carnival | 635 | -$1,048 | -$1,093 | $43,233 | 100% | View → |
| ADX | 617 | — | — | $0 | — | View → |
| GV80 | 604 | +$1,488 | +$1,520 | $76,665 | 0.5% | View → |
| Compass | 600 | -$1,780 | -$1,945 | $33,923 | 100% | View → |
| ES | 538 | -$692 | +$41 | $51,718 | 56.9% | View → |
| TX | 530 | -$702 | -$31 | $66,688 | 60.9% | View → |
| NX | 523 | -$675 | +$136 | $50,280 | 62.9% | View → |
| Passport | 519 | — | — | $0 | — | View → |
| RX | 510 | -$751 | +$123 | $60,764 | 62% | View → |
| Land Cruiser | 508 | +$812 | +$285 | $72,962 | 38.2% | View → |
| K4 Hatchback | 460 | -$689 | -$719 | $26,705 | 100% | View → |
| Niro EV | 451 | -$990 | -$1,023 | $40,972 | 100% | View → |
| Prologue | 444 | — | — | $0 | — | View → |
| Yukon XL | 434 | -$1,508 | -$1,463 | $95,458 | 92.6% | View → |
| Grand Highlander | 433 | +$245 | +$258 | $50,118 | 42.3% | View → |
| Integra | 428 | — | — | $0 | — | View → |
| RX Hybrid | 419 | -$227 | +$468 | $66,069 | 57.3% | View → |
| RAM ProMaster | 405 | -$3,921 | -$3,826 | $52,310 | 100% | View → |
| Highlander Hybrid | 399 | +$647 | +$361 | $58,133 | 41.6% | View → |
| 4Runner Hybrid | 379 | +$689 | +$28 | $66,574 | 39.8% | View → |
| IONIQ 9 | 376 | -$3,579 | -$9,020 | $60,885 | 33.3% | View → |
| Expedition | 369 | -$390 | -$116 | $85,345 | 100% | View → |
| Canyon | 346 | -$709 | -$929 | $48,090 | 95.9% | View → |
| Nautilus | 345 | +$5,500 | +$4,570 | $75,045 | 0% | View → |
| Highlander | 340 | +$293 | +$223 | $54,638 | 37.4% | View → |
| GR Corolla | 332 | +$53 | +$92 | $48,244 | 46.7% | View → |
| Acadia | 321 | -$1,501 | -$1,687 | $56,190 | 93.1% | View → |
| Civic Si | 321 | — | — | $0 | — | View → |
| Navigator | 321 | +$2,593 | +$1,738 | $116,640 | 0% | View → |
| Trailseeker | 314 | -$545 | -$445 | $45,750 | 59.2% | View → |
| Tucson PHEV | 307 | -$1,529 | -$1,486 | $42,620 | 60% | View → |
| NX Hybrid | 298 | +$95 | +$546 | $55,975 | 51.3% | View → |
| RAM 5500 Chassis Cab | 297 | -$2,155 | -$2,377 | $76,995 | 100% | View → |
| Yukon | 295 | -$679 | -$962 | $93,590 | 92.9% | View → |
| Impreza | 292 | -$537 | -$563 | $30,242 | 66.3% | View → |
| Terrain | 285 | -$382 | -$595 | $39,634 | 89.5% | View → |
| Envista | 274 | -$291 | -$182 | $29,385 | 100% | View → |
| ES 300h Hybrid | 271 | +$137 | +$603 | $54,712 | 54.6% | View → |
| G70 | 269 | +$926 | +$905 | $55,465 | 0.7% | View → |
| TX 500h Hybrid | 264 | -$538 | +$29 | $77,503 | 59.5% | View → |
| RDX | 257 | — | — | $0 | — | View → |
| Elantra N | 252 | +$1,998 | +$1,695 | $38,000 | 0% | View → |
| IS | 241 | -$151 | +$33 | $52,938 | 45.2% | View → |
| NX 450h+ Plug-in | 230 | -$685 | +$144 | $63,627 | 63% | View → |
| Sportage Plug-in Hybrid | 219 | -$920 | -$1,031 | $42,527 | 100% | View → |
| Sierra 3500 HD | 214 | -$666 | -$2,389 | $89,914 | 94.6% | View → |
| GR86 | 213 | +$136 | +$135 | $38,304 | 51.6% | View → |
| Enclave | 211 | -$431 | -$282 | $57,554 | 100% | View → |
| LYRIQ | 190 | +$53 | +$55 | $71,395 | 96.3% | View → |
| Silverado 3500 HD | 189 | +$39 | +$85 | $75,068 | 96% | View → |
| Encore GX | 176 | -$179 | -$128 | $30,590 | 100% | View → |
| Santa Cruz | 175 | +$603 | -$38 | $37,085 | 25% | View → |
| Pacifica | 169 | -$5,240 | -$5,544 | $47,895 | 100% | View → |
| RAM 3500 Chassis Cab | 163 | -$2,209 | -$2,408 | $67,750 | 100% | View → |
| Aviator | 159 | +$4,500 | +$4,500 | $84,170 | 0% | View → |
| Optiq | 145 | -$56 | -$26 | $56,091 | 94.7% | View → |
| Envision | 145 | -$442 | -$201 | $47,765 | 100% | View → |
| BRZ | 123 | -$574 | -$466 | $39,115 | 53.3% | View → |
| Escalade | 123 | +$497 | +$175 | $118,075 | 92.6% | View → |
| Civic Type R | 114 | — | — | $0 | — | View → |
| GV80 Coupe | 110 | +$2,419 | +$2,164 | $90,418 | 0% | View → |
| RZ Electric | 110 | -$170 | +$192 | $50,338 | 52.7% | View → |
| G80 | 103 | +$913 | +$913 | $73,150 | 0% | View → |
| GX | 102 | +$3,402 | +$1,213 | $87,282 | 25.5% | View → |
| RX 450h+ Plug-in | 100 | -$375 | +$215 | $71,361 | 62% | View → |
| Vistiq | 91 | +$478 | +$133 | $81,635 | 7% | View → |
| Escalade ESV | 90 | +$255 | +$124 | $124,942 | 95.4% | View → |
| Escalade IQ | 89 | +$85 | -$213 | $150,595 | 92% | View → |
| Escalade IQL | 84 | -$183 | -$111 | $138,040 | 97.6% | View → |
| Sorento Plug-in Hybrid | 79 | -$868 | -$741 | $49,589 | 100% | View → |
| Corvette Stingray | 78 | +$748 | +$386 | $87,995 | 83.1% | View → |
| LX 700h Hybrid | 75 | -$234 | -$219 | $123,109 | 49.3% | View → |
| Hummer EV Pickup | 73 | -$2,108 | -$5,300 | $100,520 | 98.6% | View → |
| GV60 | 69 | +$1,041 | +$994 | $59,855 | 0% | View → |
| Hummer EV SUV | 67 | -$1,604 | -$4,526 | $100,520 | 98.5% | View → |
| Corvette Z06 | 64 | -$276 | -$6 | $144,997 | 96.7% | View → |
| G90 | 63 | +$3,090 | +$3,027 | $105,450 | 0% | View → |
| XT5 | 61 | -$17 | -$81 | $55,920 | 100% | View → |
| CT4 | 53 | +$435 | +$662 | $48,970 | 90.6% | View → |
| RAM 4500 Chassis Cab | 52 | -$1,971 | -$2,326 | $73,885 | 100% | View → |
| Electrified GV70 | 52 | +$1,121 | +$1,081 | $69,105 | 0% | View → |
| Solterra | 49 | -$678 | -$520 | $43,035 | 61.2% | View → |
| CT5 | 46 | +$24 | +$120 | $54,345 | 97.8% | View → |
| LX | 42 | -$299 | +$154 | $119,796 | 42.9% | View → |
| RX 500h F SPORT | 40 | +$271 | +$601 | $77,091 | 37.5% | View → |
| Sierra EV | 38 | -$3,066 | -$3,009 | $63,039 | 100% | View → |
| Wagoneer S | 34 | -$14,206 | -$12,833 | $52,040 | 100% | View → |
| Kona Electric | 33 | +$930 | -$991 | $39,080 | 0% | View → |
| Voyager | 28 | -$2,357 | -$2,614 | $40,863 | 100% | View → |
| CT5-V | 26 | +$2,160 | +$822 | $113,073 | 80% | View → |
| Uncharted | 26 | -$918 | -$278 | $37,293 | 68% | View → |
| Charger Daytona | 25 | $0 | $0 | $63,480 | 100% | View → |
| IONIQ 5 N | 19 | — | — | $0 | — | View → |
| IONIQ 6 | 12 | — | +$820 | $0 | — | View → |
| RAM ProMaster EV | 10 | $0 | $0 | $72,383 | 100% | View → |
| F-150 Lightning | 8 | $0 | -$95 | $74,205 | 100% | View → |
| CT4-V | 5 | +$17 | -$38 | $60,215 | 80% | View → |
How this is calculated
Markup is the difference between a vehicle's advertised selling price and its total sticker price — MSRP plus any dealer-installed options or add-ons printed on the window sticker. A negative markup means the vehicle is being sold below total sticker, which is the clearest indicator of a genuine discount. State averages are calculated across every active listing at dealers in California and refreshed every 24 hours.
We only include models with at least five active listings in California so averages are statistically meaningful. Markets with fewer listings can swing dramatically on a single pricing decision, so those are intentionally excluded from this report.
Related: state-by-state markup report · what a markup is · how to negotiate