Colorado Dealer Markups & New Car Prices
Live markup data from 27 Colorado dealers across 4,933 active listings. Updated daily.
The short version
Colorado dealers are charging an average markup of -$334 over sticker, which is roughly in line with the national average of -$302 (a 11% discount). Of 4,933 current listings, 87.9% are priced below total MSRP, the strongest signal of a negotiable deal.
Markup by model in Colorado
| Model | Listings | Avg markup (CO) | Avg markup (US) | Median price | % below MSRP | |
|---|---|---|---|---|---|---|
| Tacoma | 1,361 | -$495 | -$739 | $47,014 | 85.6% | View → |
| Tundra | 662 | -$1,343 | -$1,553 | $66,673 | 86.6% | View → |
| 4Runner | 470 | -$164 | -$279 | $57,582 | 86.8% | View → |
| RAV4 | 412 | +$175 | +$346 | $40,463 | 85.7% | View → |
| 4Runner Hybrid | 263 | +$38 | -$277 | $63,944 | 82.5% | View → |
| Camry | 187 | -$260 | -$361 | $38,222 | 89.8% | View → |
| Grand Highlander Hybrid | 169 | +$54 | +$273 | $59,617 | 91.7% | View → |
| Corolla Cross | 151 | -$89 | -$91 | $34,419 | 85.4% | View → |
| Sequoia | 136 | -$686 | -$357 | $84,353 | 89.7% | View → |
| Land Cruiser | 105 | -$289 | +$9 | $71,460 | 92.4% | View → |
| Sienna | 102 | +$28 | +$284 | $54,703 | 80.4% | View → |
| Grand Highlander | 99 | -$340 | -$28 | $55,268 | 93.9% | View → |
| RX Hybrid | 95 | -$144 | +$57 | $65,209 | 100% | View → |
| Highlander Hybrid | 91 | +$15 | +$79 | $57,148 | 90.1% | View → |
| Corolla | 81 | +$119 | -$212 | $26,869 | 81.5% | View → |
| TX | 73 | -$329 | -$323 | $67,894 | 98.6% | View → |
| RX | 68 | -$155 | -$100 | $61,999 | 100% | View → |
| LYRIQ | 51 | +$3,285 | +$2,988 | $72,114 | 92.2% | View → |
| NX Hybrid | 41 | -$98 | +$98 | $54,815 | 100% | View → |
| NX 450h+ Plug-in | 36 | -$954 | -$332 | $67,830 | 100% | View → |
| RZ Electric | 35 | -$1,615 | -$797 | $53,895 | 100% | View → |
| XT5 | 28 | $0 | +$193 | $62,543 | 100% | View → |
| Optiq | 26 | $0 | +$780 | $58,120 | 100% | View → |
| RX 450h+ Plug-in | 24 | -$357 | -$249 | $77,527 | 95.8% | View → |
| Prius | 23 | -$150 | -$163 | $33,646 | 87% | View → |
| GR86 | 22 | -$25 | +$55 | $36,513 | 90.9% | View → |
| Highlander | 22 | +$11 | -$43 | $52,676 | 90.9% | View → |
| IS | 21 | $0 | +$50 | $53,757 | 100% | View → |
| GR Corolla | 14 | -$70 | -$56 | $47,559 | 85.7% | View → |
| LX 700h Hybrid | 12 | -$775 | -$429 | $123,151 | 100% | View → |
| TX 500h Hybrid | 11 | -$101 | -$286 | $77,083 | 100% | View → |
| GR Supra | 8 | $0 | +$589 | $63,850 | 87.5% | View → |
| NX | 8 | -$125 | +$6 | $50,959 | 100% | View → |
| Escalade | 8 | +$13,887 | +$4,018 | $131,063 | 87.5% | View → |
| RX 500h F SPORT | 6 | $0 | +$109 | $76,120 | 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 Colorado and refreshed every 24 hours.
We only include models with at least five active listings in Colorado 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