California Dealer Markups & New Car Prices
Live markup data from 184 California dealers across 49,012 active listings. Updated daily.
The short version
California dealers are charging an average markup of +$75 over sticker, which is slightly higher than the national average of -$302 (a 125% premium). Of 49,012 current listings, 83.1% 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 | 11,838 | +$55 | -$361 | $35,826 | 85.9% | View → |
| Tacoma | 9,796 | -$540 | -$739 | $43,906 | 88.8% | View → |
| RAV4 | 4,064 | +$1,289 | +$346 | $40,153 | 60.9% | View → |
| Corolla | 4,036 | +$22 | -$212 | $27,287 | 87.9% | View → |
| Tundra | 3,379 | -$990 | -$1,553 | $65,411 | 89.5% | View → |
| Corolla Cross | 2,648 | +$200 | -$91 | $32,499 | 83.4% | View → |
| Grand Highlander Hybrid | 2,065 | +$1,100 | +$273 | $58,888 | 66.7% | View → |
| Sienna | 1,933 | +$1,309 | +$284 | $50,899 | 61.9% | View → |
| 4Runner | 1,321 | +$221 | -$279 | $57,478 | 84.6% | View → |
| Highlander Hybrid | 851 | +$629 | +$79 | $57,072 | 73.9% | View → |
| RX | 639 | -$636 | -$100 | $59,059 | 97.2% | View → |
| 4Runner Hybrid | 631 | +$321 | -$277 | $64,214 | 80.2% | View → |
| Sequoia | 614 | +$97 | -$357 | $85,973 | 82.2% | View → |
| TX | 597 | -$882 | -$323 | $65,119 | 97.7% | View → |
| RX Hybrid | 593 | -$411 | +$57 | $64,343 | 97.1% | View → |
| Land Cruiser | 526 | +$1,094 | +$9 | $72,667 | 67.5% | View → |
| Prius | 478 | +$12 | -$163 | $34,893 | 89.7% | View → |
| IS | 443 | -$74 | +$50 | $49,137 | 95.7% | View → |
| Grand Highlander | 422 | +$245 | -$28 | $56,011 | 84.4% | View → |
| NX Hybrid | 409 | -$284 | +$98 | $54,894 | 97.3% | View → |
| GR86 | 294 | +$172 | +$55 | $37,467 | 88.4% | View → |
| NX 450h+ Plug-in | 244 | -$623 | -$332 | $67,830 | 98% | View → |
| GR Supra | 175 | +$1,990 | +$589 | $66,650 | 53.1% | View → |
| TX 500h Hybrid | 155 | -$648 | -$286 | $76,449 | 97.4% | View → |
| RX 450h+ Plug-in | 150 | -$645 | -$249 | $78,049 | 99.3% | View → |
| NX | 123 | -$308 | +$6 | $49,965 | 98.4% | View → |
| RX 500h F SPORT | 106 | -$1 | +$109 | $75,989 | 98.1% | View → |
| GR Corolla | 91 | +$367 | -$56 | $49,384 | 79.1% | View → |
| RZ Electric | 59 | -$211 | -$797 | $50,110 | 100% | View → |
| Highlander | 57 | +$406 | -$43 | $54,128 | 80.7% | View → |
| LX 700h Hybrid | 56 | -$606 | -$429 | $123,285 | 92.9% | View → |
| GX | 56 | +$1,190 | +$360 | $80,065 | 73.2% | View → |
| Optiq | 29 | +$62 | +$780 | $57,120 | 96.6% | View → |
| LX | 29 | -$489 | -$492 | $119,932 | 93.1% | View → |
| TX 550h+ Plug-in | 21 | +$1,019 | +$599 | $88,261 | 81% | View → |
| LYRIQ | 20 | +$23,293 | +$2,988 | $81,428 | 65% | View → |
| Escalade | 20 | $0 | +$4,018 | $126,708 | 100% | View → |
| CT5 | 20 | $0 | +$2,104 | $54,370 | 100% | View → |
| XT5 | 20 | $0 | +$193 | $58,713 | 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.
Related: state-by-state markup report · what a markup is · how to negotiate