California Dealer Markups & New Car Prices
Live markup data from 767 California dealers across 164,974 active listings. Updated daily.
Active listings
164,974
Avg markup in state
-$953
National avg markup
-$1,539
% priced below MSRP
62.9%
The short version
California dealers are charging an average markup of -$953 over sticker, which is slightly higher than the national average of -$1,539 (a 38% premium). Of 164,974 current listings, 62.9% 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 | 13,049 | +$337 | +$39 | $35,865 | 13.9% | View → |
| RAV4 | 10,635 | +$1,221 | +$554 | $42,000 | 5% | View → |
| Tacoma | 8,425 | -$168 | -$527 | $45,940 | 30.3% | View → |
| Corolla | 7,191 | +$335 | +$235 | $27,255 | 15% | View → |
| Silverado 1500 | 6,851 | -$67 | -$85 | $60,435 | 99.8% | View → |
| F-150 | 5,823 | -$4,245 | -$4,199 | $56,920 | 100% | View → |
| RAM 1500 | 4,937 | -$5,609 | -$5,531 | $60,485 | 100% | View → |
| Sienna | 3,894 | +$1,114 | +$406 | $53,539 | 5.3% | View → |
| Super Duty | 3,817 | -$2,722 | -$2,172 | $80,745 | 100% | View → |
| Sierra 1500 | 3,586 | -$1,490 | -$2,250 | $66,280 | 97.5% | View → |
| Corolla Cross | 3,576 | +$351 | +$226 | $31,919 | 15.5% | View → |
| Tundra | 3,513 | -$899 | -$1,665 | $66,749 | 46.8% | View → |
| Wrangler | 3,421 | -$3,467 | -$3,294 | $50,670 | 100% | View → |
| Bronco | 3,419 | -$2,820 | -$2,872 | $52,370 | 100% | View → |
| Explorer | 3,069 | -$2,939 | -$2,238 | $53,045 | 100% | View → |
| Forester | 2,858 | -$232 | -$719 | $39,573 | 55.7% | View → |
| Crosstrek | 2,710 | -$424 | -$897 | $36,998 | 64% | View → |
| Grand Cherokee | 2,647 | -$4,054 | -$3,350 | $47,625 | 100% | View → |
| Grand Highlander Hybrid | 2,625 | +$1,218 | +$536 | $59,300 | 6.3% | View → |
| Telluride Hybrid | 2,618 | -$1,473 | -$1,543 | $55,800 | 100% | View → |
| Sportage Hybrid | 2,319 | -$783 | -$834 | $36,095 | 100% | View → |
| Silverado 2500 HD | 2,237 | -$37 | -$202 | $70,275 | 96.5% | View → |
| Bronco Sport | 2,209 | -$2,330 | -$2,503 | $35,830 | 100% | View → |
| Outback | 2,179 | -$710 | -$1,251 | $44,822 | 64.2% | View → |
| Sierra 2500 HD | 1,693 | -$1,361 | -$2,984 | $90,675 | 96.4% | View → |
| RAM 2500 | 1,690 | -$4,783 | -$3,739 | $74,773 | 100% | View → |
| Seltos | 1,662 | -$630 | -$652 | $30,212 | 100% | View → |
| K4 | 1,549 | -$529 | -$569 | $24,653 | 100% | View → |
| Mustang | 1,435 | -$2,008 | -$1,892 | $39,935 | 100% | View → |
| Sportage | 1,399 | -$736 | -$752 | $32,749 | 100% | View → |
| Mustang Mach-E | 1,394 | -$3,500 | -$3,481 | $47,285 | 100% | View → |
| Carnival Hybrid | 1,389 | -$1,159 | -$1,281 | $49,883 | 100% | View → |
| 4Runner | 1,307 | +$528 | +$8 | $58,085 | 13.5% | View → |
| Maverick | 1,281 | -$1,021 | -$946 | $34,825 | 100% | View → |
| Gladiator | 1,251 | -$5,869 | -$5,249 | $50,792 | 100% | View → |
| K5 | 1,149 | -$715 | -$690 | $31,866 | 100% | View → |
| Sorento | 1,128 | -$849 | -$894 | $37,720 | 100% | View → |
| Prius | 1,127 | +$145 | +$63 | $35,992 | 17.6% | View → |
| Sorento Hybrid | 1,111 | -$1,018 | -$1,109 | $42,431 | 100% | View → |
| Ranger | 1,101 | -$1,956 | -$2,005 | $38,710 | 100% | View → |
| NX | 1,073 | -$768 | -$39 | $50,298 | 46.2% | View → |
| Charger | 1,064 | -$4,884 | -$4,421 | $55,480 | 100% | View → |
| Niro | 992 | -$623 | -$679 | $32,578 | 100% | View → |
| RAM 3500 | 978 | -$5,188 | -$4,459 | $79,923 | 100% | View → |
| Durango | 945 | -$681 | -$791 | $50,495 | 100% | View → |
| Telluride | 873 | -$1,278 | -$1,259 | $50,312 | 100% | View → |
| RX | 839 | -$730 | -$30 | $58,731 | 42.1% | View → |
| Yukon XL | 829 | -$1,179 | -$1,812 | $95,655 | 92% | View → |
| EV6 | 822 | -$1,132 | -$1,173 | $45,831 | 100% | View → |
| LYRIQ | 783 | +$141 | +$210 | $66,425 | 95.6% | View → |
| Acadia | 776 | -$780 | -$1,197 | $53,608 | 96.3% | View → |
| TX | 773 | -$729 | -$188 | $66,854 | 41.4% | View → |
| EV9 | 726 | -$1,658 | -$1,723 | $65,111 | 100% | View → |
| GV70 | 702 | +$1,268 | +$1,203 | $59,920 | 0.6% | View → |
| GV80 | 698 | +$1,437 | +$1,479 | $76,400 | 0.9% | View → |
| RX Hybrid | 697 | -$146 | +$405 | $66,048 | 31.6% | View → |
| Expedition | 685 | -$380 | -$229 | $86,385 | 100% | View → |
| Cherokee | 679 | -$3,632 | -$3,572 | $39,220 | 100% | View → |
| Grand Wagoneer | 679 | -$369 | -$353 | $81,850 | 100% | View → |
| Highlander Hybrid | 676 | +$795 | +$410 | $58,153 | 8.1% | View → |
| Canyon | 674 | -$1,149 | -$1,245 | $44,845 | 96.6% | View → |
| Carnival | 635 | -$1,043 | -$1,086 | $43,297 | 100% | View → |
| Sequoia | 630 | -$414 | -$816 | $84,096 | 30.8% | View → |
| Ascent | 616 | -$1,066 | -$1,092 | $50,540 | 66.8% | View → |
| WRX | 607 | -$408 | -$823 | $37,818 | 65% | View → |
| Land Cruiser | 599 | +$1,241 | +$360 | $73,505 | 5.7% | View → |
| Compass | 586 | -$2,249 | -$2,177 | $33,303 | 100% | View → |
| Grand Highlander | 567 | +$546 | +$282 | $50,306 | 9.2% | View → |
| GR Corolla | 538 | +$274 | +$58 | $48,766 | 19.7% | View → |
| Yukon | 509 | -$591 | -$1,101 | $95,524 | 94% | View → |
| CT5 | 484 | +$30 | +$213 | $55,995 | 98.1% | View → |
| Nautilus | 463 | +$4,000 | +$4,000 | $73,240 | 0% | View → |
| Escalade | 447 | +$135 | +$57 | $126,290 | 95.5% | View → |
| Envista | 444 | -$145 | -$150 | $29,690 | 100% | View → |
| Navigator | 419 | +$4,279 | +$3,001 | $119,640 | 0% | View → |
| 4Runner Hybrid | 413 | +$1,088 | +$143 | $67,411 | 12.8% | View → |
| Pacifica | 410 | -$3,184 | -$3,150 | $47,350 | 100% | View → |
| Terrain | 395 | -$101 | -$316 | $38,180 | 91.1% | View → |
| K4 Hatchback | 381 | -$735 | -$760 | $26,950 | 100% | View → |
| Vistiq | 350 | +$121 | +$176 | $81,790 | 63.9% | View → |
| RAM 5500 Chassis Cab | 350 | -$1,837 | -$1,869 | $77,550 | 100% | View → |
| Escalade ESV | 349 | +$140 | +$53 | $129,295 | 90.4% | View → |
| Niro EV | 345 | -$960 | -$1,011 | $40,850 | 100% | View → |
| ES 300h Hybrid | 337 | -$32 | +$336 | $54,982 | 30.3% | View → |
| ES | 329 | -$795 | -$27 | $51,762 | 49.2% | View → |
| GR86 | 326 | +$377 | +$191 | $39,013 | 10.4% | View → |
| RAM ProMaster | 324 | -$3,951 | -$3,909 | $52,245 | 100% | View → |
| NX 450h+ Plug-in | 320 | -$322 | +$215 | $62,905 | 33.1% | View → |
| XT5 | 317 | -$18 | -$48 | $59,118 | 99.4% | View → |
| Optiq | 308 | -$53 | -$36 | $55,173 | 97.1% | View → |
| IS | 308 | +$56 | -$45 | $52,308 | 31.5% | View → |
| Enclave | 302 | -$459 | -$330 | $56,980 | 100% | View → |
| NX Hybrid | 302 | -$28 | +$406 | $55,540 | 26.8% | View → |
| TX 500h Hybrid | 294 | -$731 | -$150 | $77,183 | 43.5% | View → |
| Sportage Plug-in Hybrid | 285 | -$986 | -$1,066 | $47,794 | 100% | View → |
| Sierra 3500 HD | 274 | -$941 | -$2,738 | $91,683 | 96.9% | View → |
| Encore GX | 250 | -$216 | -$141 | $30,558 | 100% | View → |
| GX | 249 | +$3,665 | +$1,655 | $84,951 | 10% | View → |
| Silverado 3500 HD | 248 | -$291 | -$41 | $79,378 | 97% | View → |
| Envision | 244 | -$546 | -$214 | $48,205 | 100% | View → |
| G70 | 240 | +$944 | +$942 | $52,990 | 0.8% | View → |
| Impreza | 235 | -$483 | -$640 | $30,216 | 66.7% | View → |
| Highlander | 217 | +$353 | +$168 | $54,848 | 18% | View → |
| RAM 3500 Chassis Cab | 175 | -$2,031 | -$1,940 | $68,285 | 100% | View → |
| Escalade IQL | 158 | +$1 | -$17 | $140,165 | 95.5% | View → |
| Uncharted | 146 | -$111 | -$6 | $40,952 | 58.4% | View → |
| Corvette Stingray | 126 | +$503 | +$193 | $91,750 | 88.8% | View → |
| Aviator | 120 | +$5,000 | +$5,181 | $85,010 | 0% | View → |
| G80 | 119 | +$938 | +$941 | $72,895 | 0% | View → |
| Escalade IQ | 113 | +$50 | -$97 | $140,190 | 98.2% | View → |
| LX 700h Hybrid | 112 | -$408 | -$455 | $123,181 | 25% | View → |
| GV80 Coupe | 105 | +$2,231 | +$1,929 | $90,435 | 0% | View → |
| BRZ | 103 | -$331 | -$444 | $39,203 | 49% | View → |
| Trailseeker | 95 | -$68 | -$56 | $46,421 | 44% | View → |
| Tacoma Hybrid | 93 | -$125 | -$667 | $57,449 | 33.3% | View → |
| RZ Electric | 84 | +$42 | +$74 | $50,969 | 28.6% | View → |
| G90 | 72 | +$3,097 | +$2,979 | $105,450 | 0% | View → |
| Corvette Z06 | 67 | +$194 | -$120 | $147,190 | 97% | View → |
| RX 450h+ Plug-in | 65 | -$314 | +$234 | $71,281 | 49.2% | View → |
| RAM 4500 Chassis Cab | 64 | -$1,773 | -$1,915 | $74,113 | 100% | View → |
| Sorento Plug-in Hybrid | 62 | -$903 | -$737 | $49,522 | 100% | View → |
| Hummer EV SUV | 61 | -$1,291 | -$4,511 | $100,520 | 98.4% | View → |
| Hummer EV Pickup | 57 | -$1,986 | -$4,558 | $100,520 | 98.2% | View → |
| GV60 | 53 | +$1,012 | +$981 | $54,670 | 0% | View → |
| Sierra EV | 53 | -$359 | -$2,478 | $72,795 | 94.3% | View → |
| Silverado EV | 49 | -$304 | -$160 | $69,394 | 93.9% | View → |
| Solterra | 44 | +$23 | -$15 | $41,993 | 42.9% | View → |
| LX | 43 | -$659 | +$92 | $119,385 | 34.9% | View → |
| CT4 | 43 | +$583 | +$695 | $49,035 | 88.4% | View → |
| Electrified GV70 | 42 | +$1,088 | +$1,079 | $61,175 | 0% | View → |
| RX 500h F SPORT | 42 | +$193 | +$424 | $76,791 | 28.6% | View → |
| Wagoneer S | 27 | $0 | $0 | $67,790 | 100% | View → |
| Voyager | 27 | -$2,815 | -$3,119 | $40,640 | 100% | View → |
| Charger Daytona | 22 | $0 | $0 | $64,483 | 100% | View → |
| CT5-V | 13 | +$3,234 | +$1,821 | $125,789 | 84.6% | View → |
| Corvette ZR1 | 10 | +$25,735 | +$17,451 | $270,995 | 30% | View → |
| Corvette E-Ray | 9 | -$1,667 | +$207 | $129,505 | 100% | View → |
| Corvette ZR1X | 7 | $0 | $0 | $288,853 | 100% | 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.
Honda, Acura and Hyundai are excluded — their feeds publish MSRP only, with no dealer selling price to measure a markup against.
Related: state-by-state markup report · what a markup is · how to negotiate