California Dealer Markups & New Car Prices
Live markup data from 901 California dealers across 175,724 active listings. Updated daily.
Active listings
175,724
Avg markup in state
-$1,087
National avg markup
-$1,790
% priced below MSRP
75.8%
The short version
California dealers are charging an average markup of -$1,087 over sticker, which is slightly higher than the national average of -$1,790 (a 39% premium). Of 175,724 current listings, 75.8% 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 | 11,512 | +$32 | -$145 | $35,862 | 54.1% | View → |
| Tacoma | 8,568 | -$506 | -$672 | $44,174 | 68% | View → |
| Corolla | 5,818 | +$161 | +$142 | $27,672 | 51.9% | View → |
| RAV4 | 5,624 | +$1,330 | +$604 | $42,342 | 36.4% | View → |
| RAM 1500 | 5,019 | -$7,128 | -$7,556 | $58,693 | 100% | View → |
| Accord | 4,744 | — | — | $0 | — | View → |
| Tundra | 4,382 | -$683 | -$1,355 | $66,223 | 66% | View → |
| Wrangler | 3,966 | -$3,324 | -$3,129 | $50,525 | 100% | View → |
| CR-V | 3,903 | — | — | $0 | — | View → |
| Crosstrek | 3,556 | -$728 | -$778 | $36,233 | 72.1% | View → |
| IONIQ 5 | 3,422 | — | — | $0 | — | View → |
| Santa Fe Hybrid | 3,262 | — | — | $0 | — | View → |
| Elantra | 2,940 | — | — | $0 | — | View → |
| Grand Highlander | 2,813 | +$1,022 | +$417 | $58,673 | 39.9% | View → |
| Outback | 2,743 | -$1,104 | -$1,341 | $44,921 | 75.3% | View → |
| Corolla Cross | 2,648 | +$395 | +$230 | $33,361 | 46.1% | View → |
| Grand Cherokee | 2,573 | -$4,396 | -$4,355 | $46,635 | 100% | View → |
| F-150 | 2,327 | -$3,852 | -$3,978 | $57,690 | 100% | View → |
| Forester | 2,320 | -$645 | -$912 | $38,956 | 71.8% | View → |
| Sienna | 2,294 | +$1,262 | +$531 | $53,230 | 34.8% | View → |
| Sportage Hybrid | 2,243 | -$766 | -$839 | $36,641 | 100% | View → |
| Civic Sedan | 2,074 | — | — | $0 | — | View → |
| HR-V | 1,990 | — | — | $0 | — | View → |
| Tucson Hybrid | 1,920 | — | — | $0 | — | View → |
| Bronco | 1,864 | -$2,260 | -$2,458 | $53,033 | 100% | View → |
| RAM 2500 | 1,839 | -$1,750 | -$2,112 | $78,330 | 100% | View → |
| Palisade Hybrid | 1,833 | — | — | $0 | — | View → |
| K4 | 1,822 | -$527 | -$555 | $24,653 | 100% | View → |
| Sonata | 1,791 | — | — | $0 | — | View → |
| Gladiator | 1,677 | -$4,760 | -$4,559 | $51,107 | 100% | View → |
| Palisade | 1,671 | — | — | $0 | — | View → |
| Sportage | 1,636 | -$746 | -$776 | $32,899 | 100% | View → |
| Super Duty | 1,585 | -$971 | -$805 | $83,750 | 100% | View → |
| K5 | 1,554 | -$695 | -$717 | $31,597 | 100% | View → |
| Telluride Hybrid | 1,515 | -$1,548 | -$1,613 | $56,375 | 100% | View → |
| Maverick | 1,445 | -$778 | -$667 | $33,290 | 100% | View → |
| Civic Hatchback | 1,418 | — | — | $0 | — | View → |
| Silverado 1500 | 1,413 | -$104 | -$123 | $61,155 | 99.1% | View → |
| Explorer | 1,412 | -$4,192 | -$4,124 | $48,873 | 100% | View → |
| Tucson | 1,367 | — | — | $0 | — | View → |
| Carnival Hybrid | 1,363 | -$1,126 | -$1,175 | $48,848 | 100% | View → |
| 4Runner | 1,340 | +$318 | -$152 | $58,912 | 51.8% | View → |
| Bronco Sport | 1,339 | -$2,217 | -$2,020 | $35,535 | 100% | View → |
| Sorento | 1,327 | -$878 | -$923 | $38,158 | 100% | View → |
| Sorento Hybrid | 1,289 | -$1,018 | -$1,086 | $44,034 | 100% | View → |
| Mustang Mach-E | 1,262 | -$5,019 | -$5,169 | $39,778 | 100% | View → |
| Charger | 1,261 | -$6,812 | -$5,416 | $53,480 | 100% | View → |
| Tacoma Hybrid | 1,244 | -$424 | -$1,016 | $57,021 | 62.3% | View → |
| Santa Fe | 1,191 | — | — | $0 | — | View → |
| EV9 | 1,165 | -$1,781 | -$1,829 | $70,810 | 100% | View → |
| Seltos | 1,132 | -$623 | -$650 | $28,989 | 100% | View → |
| Kona | 1,123 | — | — | $0 | — | View → |
| Sierra 1500 | 1,096 | -$980 | -$1,923 | $70,130 | 95.6% | View → |
| GV70 | 1,090 | +$1,347 | +$1,268 | $59,470 | 0.6% | View → |
| RAM 3500 | 1,065 | -$1,970 | -$2,375 | $83,200 | 100% | View → |
| MDX | 1,005 | — | — | $0 | — | View → |
| Durango | 1,000 | -$694 | -$487 | $50,543 | 100% | View → |
| EV6 | 954 | -$1,133 | -$1,194 | $45,835 | 100% | View → |
| Prologue | 912 | — | — | $0 | — | View → |
| Telluride | 876 | -$1,335 | -$1,373 | $53,845 | 100% | View → |
| Pilot | 850 | — | — | $0 | — | View → |
| Cherokee | 840 | -$2,485 | -$2,475 | $40,490 | 100% | View → |
| Land Cruiser | 813 | +$953 | +$378 | $72,569 | 38.1% | View → |
| Sequoia | 810 | -$76 | -$248 | $86,523 | 49.4% | View → |
| Niro | 802 | -$637 | -$663 | $31,691 | 100% | View → |
| Grand Wagoneer | 773 | $0 | -$158 | $81,860 | 100% | View → |
| Odyssey | 770 | — | — | $0 | — | View → |
| Mustang | 768 | -$2,454 | -$2,584 | $40,035 | 100% | View → |
| Ridgeline | 762 | — | — | $0 | — | View → |
| Sierra 2500 HD | 754 | -$1,546 | -$2,645 | $88,995 | 97.2% | View → |
| RX | 714 | -$765 | -$83 | $60,869 | 64.3% | View → |
| Venue | 702 | — | — | $0 | — | View → |
| Ascent | 694 | -$1,290 | -$1,621 | $50,672 | 74.7% | View → |
| IONIQ 9 | 684 | — | — | $0 | — | View → |
| Compass | 671 | -$1,792 | -$1,943 | $33,385 | 100% | View → |
| Carnival | 666 | -$1,057 | -$1,088 | $43,233 | 100% | View → |
| Silverado 2500 HD | 665 | -$51 | -$195 | $78,630 | 96.8% | View → |
| WRX | 654 | -$588 | -$482 | $37,644 | 69.7% | View → |
| GV80 | 648 | +$1,430 | +$1,538 | $76,810 | 0.5% | View → |
| Integra | 646 | — | — | $0 | — | View → |
| ADX | 643 | — | — | $0 | — | View → |
| Prius | 639 | +$69 | -$3 | $35,418 | 49.9% | View → |
| 4Runner Hybrid | 605 | +$619 | -$205 | $65,371 | 49.3% | View → |
| Ranger | 573 | -$2,210 | -$2,232 | $37,845 | 100% | View → |
| NX | 505 | -$653 | -$73 | $50,413 | 68.7% | View → |
| Passport | 494 | — | — | $0 | — | View → |
| IS | 483 | -$226 | -$108 | $52,042 | 51.8% | View → |
| RAM ProMaster | 420 | -$3,924 | -$3,788 | $52,528 | 100% | View → |
| TX | 419 | -$1,136 | -$204 | $66,491 | 75.2% | View → |
| Highlander Hybrid | 414 | +$811 | +$357 | $58,093 | 41.3% | View → |
| Yukon XL | 410 | -$865 | -$1,147 | $94,095 | 91.4% | View → |
| RDX | 406 | — | — | $0 | — | View → |
| Trailseeker | 403 | -$384 | -$282 | $45,368 | 74.2% | View → |
| Niro EV | 398 | -$1,032 | -$1,062 | $40,972 | 100% | View → |
| K4 Hatchback | 396 | -$749 | -$766 | $27,482 | 100% | View → |
| Terrain | 388 | -$595 | -$685 | $39,796 | 95.3% | View → |
| Civic Si | 376 | — | — | $0 | — | View → |
| Acadia | 369 | -$1,354 | -$1,533 | $56,590 | 94% | View → |
| Yukon | 363 | -$563 | -$786 | $92,255 | 91.2% | View → |
| Navigator | 350 | +$2,143 | +$1,801 | $115,140 | 28.6% | View → |
| Impreza | 346 | -$571 | -$652 | $29,952 | 74.3% | View → |
| Canyon | 343 | -$734 | -$895 | $48,090 | 95% | View → |
| Tucson PHEV | 341 | — | — | $0 | — | View → |
| RX Hybrid | 340 | -$149 | +$222 | $65,607 | 59.4% | View → |
| RAM 5500 Chassis Cab | 336 | -$2,091 | -$2,363 | $76,985 | 100% | View → |
| NX Hybrid | 322 | -$89 | +$287 | $55,529 | 58.1% | View → |
| Expedition | 322 | -$61 | -$164 | $85,275 | 100% | View → |
| ES | 319 | -$366 | +$106 | $51,967 | 61.1% | View → |
| Envista | 299 | -$296 | -$220 | $29,485 | 100% | View → |
| Elantra N | 299 | — | — | $0 | — | View → |
| Sportage Plug-in Hybrid | 298 | -$820 | -$897 | $42,212 | 100% | View → |
| Highlander | 277 | +$303 | +$226 | $54,851 | 39% | View → |
| Pacifica | 264 | -$5,313 | -$5,490 | $45,780 | 100% | View → |
| Nautilus | 263 | +$5,000 | +$5,000 | $74,690 | 0% | View → |
| Santa Cruz | 254 | — | — | $0 | — | View → |
| G70 | 245 | +$926 | +$903 | $52,990 | 0.8% | View → |
| TX 500h Hybrid | 241 | -$822 | -$166 | $77,163 | 67.6% | View → |
| NX 450h+ Plug-in | 228 | -$623 | +$26 | $64,597 | 63.2% | View → |
| GR86 | 226 | +$266 | +$173 | $37,983 | 48.2% | View → |
| RZ Electric | 215 | -$298 | -$244 | $50,408 | 67% | View → |
| LYRIQ | 209 | -$33 | -$51 | $69,175 | 98.1% | View → |
| Enclave | 204 | -$477 | -$332 | $57,755 | 100% | View → |
| Sierra 3500 HD | 198 | -$659 | -$2,122 | $91,210 | 96.4% | View → |
| GR Corolla | 195 | +$357 | +$208 | $49,354 | 40% | View → |
| Aviator | 190 | +$5,000 | +$5,000 | $84,600 | 0% | View → |
| Encore GX | 175 | -$266 | -$146 | $30,290 | 100% | View → |
| RAM 3500 Chassis Cab | 172 | -$2,180 | -$2,393 | $67,590 | 100% | View → |
| Silverado 3500 HD | 147 | +$840 | +$40 | $76,985 | 92.5% | View → |
| GV80 Coupe | 145 | +$1,191 | +$1,170 | $90,395 | 0.7% | View → |
| Envision | 144 | -$415 | -$289 | $47,765 | 100% | View → |
| BRZ | 135 | -$549 | -$429 | $39,912 | 67.4% | View → |
| GX | 126 | +$3,013 | +$1,145 | $86,722 | 32.5% | View → |
| Uncharted | 124 | -$491 | -$397 | $37,346 | 67.8% | View → |
| Escalade IQ | 124 | -$6 | -$206 | $149,825 | 95.9% | View → |
| Sorento Plug-in Hybrid | 124 | -$873 | -$785 | $49,940 | 100% | View → |
| Escalade | 122 | +$73 | +$154 | $125,683 | 97.5% | View → |
| Corvette Stingray | 110 | +$543 | +$433 | $85,548 | 87.2% | View → |
| Optiq | 107 | +$75 | +$109 | $55,820 | 99.1% | View → |
| RX 450h+ Plug-in | 101 | -$469 | +$58 | $75,586 | 64.4% | View → |
| Escalade ESV | 100 | +$344 | +$66 | $130,108 | 97% | View → |
| Civic Type R | 96 | — | — | $0 | — | View → |
| Grand Highlander Hybrid | 94 | +$777 | +$387 | $59,010 | 44.7% | View → |
| Escalade IQL | 89 | -$179 | -$108 | $137,680 | 97.7% | View → |
| G80 | 87 | +$932 | +$937 | $72,700 | 3.4% | View → |
| Hummer EV SUV | 85 | -$847 | -$3,910 | $100,665 | 97.6% | View → |
| G90 | 84 | +$856 | +$897 | $105,450 | 0% | View → |
| GV60 | 78 | +$975 | +$949 | $55,105 | 1.3% | View → |
| Sierra EV | 76 | -$2,682 | -$3,060 | $65,990 | 98.7% | View → |
| Hummer EV Pickup | 76 | -$1,155 | -$4,613 | $100,520 | 98.7% | View → |
| Corvette Z06 | 75 | +$773 | -$59 | $142,305 | 89.3% | View → |
| LX | 72 | -$533 | +$90 | $119,488 | 51.4% | View → |
| Solterra | 71 | -$668 | -$480 | $41,781 | 69% | View → |
| XT5 | 67 | -$59 | -$70 | $56,945 | 98.5% | View → |
| CT4 | 65 | +$146 | +$859 | $47,685 | 95.4% | View → |
| Vistiq | 65 | +$11 | +$33 | $82,690 | 32.3% | View → |
| LX 700h Hybrid | 62 | -$587 | -$114 | $123,147 | 59.7% | View → |
| RAM 4500 Chassis Cab | 57 | -$1,930 | -$2,301 | $74,175 | 100% | View → |
| CT5 | 47 | +$119 | +$132 | $54,045 | 97.9% | View → |
| Wagoneer S | 40 | -$14,063 | -$13,136 | $52,040 | 100% | View → |
| Voyager | 40 | -$2,544 | -$2,665 | $40,640 | 100% | View → |
| Kona Electric | 39 | — | — | $0 | — | View → |
| Charger Daytona | 31 | $0 | $0 | $63,480 | 100% | View → |
| TX 550h+ Plug-in | 29 | +$1,918 | +$2,223 | $88,415 | 41.4% | View → |
| RX 500h F SPORT | 29 | -$175 | +$210 | $76,249 | 55.2% | View → |
| IONIQ 6 | 28 | — | — | $0 | — | View → |
| CT5-V | 24 | +$510 | +$681 | $70,332 | 87.5% | View → |
| IONIQ 5 N | 20 | — | — | $0 | — | View → |
| GR Supra | 18 | +$3,895 | +$1,092 | $68,398 | 16.7% | View → |
| CT4-V | 17 | -$101 | -$48 | $69,765 | 94.1% | View → |
| Silverado EV | 12 | -$469 | -$283 | $64,560 | 100% | View → |
| RAM ProMaster EV | 12 | $0 | $0 | $72,285 | 100% | View → |
| F-150 Lightning | 9 | $0 | $0 | $73,815 | 100% | View → |
| ES 300h Hybrid | 8 | +$325 | +$348 | $57,331 | 75% | 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