Florida Dealer Markups & New Car Prices
Live markup data from 678 Florida dealers across 146,629 active listings. Updated daily.
Active listings
146,629
Avg markup in state
-$1,461
National avg markup
-$1,696
% priced below MSRP
87.6%
The short version
Florida dealers are charging an average markup of -$1,461 over sticker, which is roughly in line with the national average of -$1,696 (a 14% premium). Of 146,629 current listings, 87.6% are priced below total MSRP, the strongest signal of a negotiable deal.
Markup by model in Florida
| Model | Listings | Avg markup (FL) | Avg markup (US) | Median price | % below MSRP | |
|---|---|---|---|---|---|---|
| Tacoma | 5,421 | -$319 | -$544 | $43,972 | 88.5% | View → |
| RAM 1500 | 5,356 | -$7,319 | -$7,095 | $56,532 | 100% | View → |
| Corolla | 4,495 | -$31 | +$101 | $26,394 | 78.9% | View → |
| Tucson | 4,348 | +$17 | +$83 | $32,415 | 60.5% | View → |
| Camry | 4,330 | -$321 | -$53 | $35,001 | 87.4% | View → |
| Wrangler | 4,319 | -$3,195 | -$3,058 | $47,710 | 100% | View → |
| F-150 | 3,941 | -$3,947 | -$4,286 | $61,330 | 100% | View → |
| CR-V | 3,623 | — | — | $0 | — | View → |
| Elantra | 3,474 | -$1,195 | -$1,742 | $25,422 | 62.5% | View → |
| Sportage | 3,153 | -$658 | -$768 | $32,714 | 100% | View → |
| RAV4 | 3,065 | +$209 | +$512 | $40,585 | 77.3% | View → |
| Accord | 2,924 | — | — | $0 | — | View → |
| Grand Cherokee | 2,918 | -$4,445 | -$4,390 | $45,495 | 100% | View → |
| Super Duty | 2,871 | -$2,134 | -$2,505 | $86,165 | 100% | View → |
| Explorer | 2,851 | -$3,328 | -$3,252 | $50,055 | 100% | View → |
| Tundra | 2,586 | -$1,001 | -$1,205 | $65,946 | 87.7% | View → |
| Sorento | 2,565 | -$767 | -$912 | $37,812 | 100% | View → |
| K4 | 2,390 | -$510 | -$566 | $24,996 | 100% | View → |
| Bronco | 2,248 | -$2,551 | -$2,885 | $51,870 | 100% | View → |
| Bronco Sport | 2,034 | -$2,329 | -$2,503 | $35,285 | 100% | View → |
| Gladiator | 2,006 | -$4,284 | -$4,693 | $48,559 | 100% | View → |
| K5 | 1,987 | -$587 | -$678 | $30,404 | 100% | View → |
| HR-V | 1,964 | — | — | $0 | — | View → |
| Corolla Cross | 1,758 | +$104 | +$174 | $31,125 | 75.4% | View → |
| Maverick | 1,737 | -$320 | -$374 | $33,235 | 100% | View → |
| Outback | 1,724 | -$1,214 | -$1,316 | $45,900 | 79.8% | View → |
| GV70 | 1,659 | +$1,277 | +$1,226 | $60,015 | 1.3% | View → |
| Santa Fe | 1,648 | -$1,298 | -$1,349 | $36,999 | 71.4% | View → |
| Seltos | 1,634 | -$551 | -$652 | $29,763 | 100% | View → |
| Silverado 1500 | 1,627 | +$26 | -$151 | $60,895 | 99.4% | View → |
| Expedition | 1,603 | -$357 | -$116 | $83,615 | 100% | View → |
| Mustang | 1,427 | -$1,756 | -$1,857 | $40,005 | 100% | View → |
| RAM 2500 | 1,330 | -$4,261 | -$3,820 | $74,810 | 100% | View → |
| Telluride Hybrid | 1,328 | -$1,435 | -$1,592 | $56,068 | 100% | View → |
| Crosstrek | 1,311 | -$314 | -$714 | $36,119 | 71.9% | View → |
| Pilot | 1,275 | — | — | $0 | — | View → |
| Nautilus | 1,251 | +$4,500 | +$4,570 | $71,490 | 0% | View → |
| Sierra 1500 | 1,236 | -$2,279 | -$2,275 | $68,495 | 97.1% | View → |
| Forester | 1,228 | -$489 | -$736 | $39,070 | 74.5% | View → |
| Ridgeline | 1,222 | — | — | $0 | — | View → |
| GV80 | 1,205 | +$1,510 | +$1,520 | $78,710 | 0.9% | View → |
| Carnival | 1,190 | -$959 | -$1,093 | $43,159 | 100% | View → |
| Sonata | 1,160 | +$32 | +$189 | $30,261 | 56.4% | View → |
| Grand Wagoneer | 1,150 | $0 | -$107 | $79,545 | 100% | View → |
| Kona | 1,085 | +$896 | +$140 | $30,637 | 16% | View → |
| Ranger | 1,040 | -$1,913 | -$1,972 | $38,863 | 100% | View → |
| Compass | 1,026 | -$2,329 | -$1,945 | $32,305 | 100% | View → |
| MDX | 1,017 | — | — | $0 | — | View → |
| IS | 1,001 | -$720 | +$33 | $52,307 | 88.7% | View → |
| Santa Fe Hybrid | 970 | +$511 | -$895 | $40,386 | 37.6% | View → |
| Civic Sedan | 940 | — | — | $0 | — | View → |
| Sportage Hybrid | 934 | -$704 | -$830 | $34,624 | 100% | View → |
| Odyssey | 894 | — | — | $0 | — | View → |
| Navigator | 869 | +$1,940 | +$1,738 | $114,590 | 0% | View → |
| Charger | 852 | -$4,920 | -$5,309 | $55,705 | 100% | View → |
| Venue | 810 | +$1,254 | +$1,335 | $24,825 | 8.1% | View → |
| Sierra 2500 HD | 804 | -$4,185 | -$2,955 | $87,148 | 98.7% | View → |
| RAM 3500 | 793 | -$4,680 | -$4,708 | $79,126 | 100% | View → |
| Silverado 2500 HD | 793 | -$49 | -$220 | $74,810 | 96.7% | View → |
| Sienna | 781 | +$233 | +$451 | $52,118 | 71.7% | View → |
| Cherokee | 753 | -$2,487 | -$2,482 | $40,985 | 100% | View → |
| Telluride | 743 | -$1,239 | -$1,341 | $53,884 | 100% | View → |
| Tucson Hybrid | 742 | -$546 | -$152 | $35,470 | 56% | View → |
| Durango | 725 | -$366 | -$538 | $49,780 | 100% | View → |
| RX | 701 | +$2 | +$123 | $60,998 | 81.5% | View → |
| Civic Hatchback | 701 | — | — | $0 | — | View → |
| Santa Cruz | 698 | +$26 | -$38 | $33,390 | 45.9% | View → |
| Palisade Hybrid | 688 | +$1,519 | +$1,154 | $50,668 | 10.5% | View → |
| 4Runner | 658 | -$351 | -$29 | $49,572 | 84.2% | View → |
| Palisade | 656 | -$1,073 | -$1,402 | $49,077 | 70.2% | View → |
| NX | 652 | -$112 | +$136 | $54,922 | 82.1% | View → |
| RAM ProMaster | 647 | -$3,981 | -$3,826 | $52,775 | 100% | View → |
| G70 | 640 | +$918 | +$905 | $55,490 | 1.4% | View → |
| Grand Highlander Hybrid | 606 | +$39 | +$468 | $59,908 | 78.8% | View → |
| Carnival Hybrid | 578 | -$1,169 | -$1,250 | $49,818 | 100% | View → |
| Enclave | 500 | -$266 | -$282 | $56,404 | 100% | View → |
| Envista | 499 | -$140 | -$182 | $30,280 | 100% | View → |
| Mustang Mach-E | 482 | -$4,000 | -$4,219 | $46,765 | 100% | View → |
| Passport | 475 | — | — | $0 | — | View → |
| Aviator | 462 | +$4,500 | +$4,500 | $75,765 | 0% | View → |
| ADX | 450 | — | — | $0 | — | View → |
| Ascent | 449 | -$1,405 | -$1,490 | $50,458 | 82.3% | View → |
| Yukon XL | 442 | -$1,611 | -$1,463 | $93,284 | 94.1% | View → |
| Grand Highlander | 441 | +$95 | +$258 | $57,175 | 68.3% | View → |
| Acadia | 412 | -$2,821 | -$1,687 | $53,970 | 95.9% | View → |
| Terrain | 404 | -$1,177 | -$595 | $40,118 | 95% | View → |
| Tacoma Hybrid | 403 | -$339 | -$753 | $61,243 | 77.9% | View → |
| Sequoia | 399 | +$57 | -$313 | $87,856 | 78.2% | View → |
| Pacifica | 389 | -$5,373 | -$5,544 | $44,675 | 100% | View → |
| TX | 385 | +$80 | -$31 | $67,196 | 73.5% | View → |
| K4 Hatchback | 382 | -$623 | -$719 | $26,866 | 100% | View → |
| LYRIQ | 353 | +$3 | +$55 | $70,920 | 98.3% | View → |
| Envision | 349 | -$155 | -$201 | $48,835 | 100% | View → |
| Encore GX | 344 | -$150 | -$128 | $31,085 | 100% | View → |
| ES 300h Hybrid | 335 | +$852 | +$603 | $58,029 | 64.2% | View → |
| Yukon | 332 | -$1,311 | -$962 | $90,887 | 96.1% | View → |
| Sorento Hybrid | 321 | -$985 | -$1,119 | $42,947 | 100% | View → |
| RDX | 317 | — | — | $0 | — | View → |
| Niro | 314 | -$624 | -$652 | $31,948 | 100% | View → |
| Prologue | 297 | — | — | $0 | — | View → |
| Sierra 3500 HD | 295 | -$4,304 | -$2,389 | $89,380 | 97.2% | View → |
| WRX | 295 | -$867 | -$685 | $37,847 | 83.8% | View → |
| RX Hybrid | 282 | +$571 | +$468 | $65,603 | 70.6% | View → |
| G80 | 280 | +$898 | +$913 | $72,755 | 0.4% | View → |
| Highlander | 280 | -$85 | +$223 | $54,008 | 78.2% | View → |
| Canyon | 274 | -$1,416 | -$929 | $44,995 | 94.1% | View → |
| Integra | 270 | — | — | $0 | — | View → |
| 4Runner Hybrid | 236 | -$493 | +$28 | $65,588 | 81.8% | View → |
| Escalade | 235 | +$543 | +$175 | $121,890 | 93.8% | View → |
| Silverado 3500 HD | 220 | +$390 | +$85 | $81,353 | 95.4% | View → |
| Escalade ESV | 218 | +$547 | +$124 | $121,980 | 95.8% | View → |
| Optiq | 215 | +$117 | -$26 | $56,476 | 88.5% | View → |
| EV9 | 208 | -$1,673 | -$1,804 | $65,244 | 100% | View → |
| GV80 Coupe | 197 | +$2,133 | +$2,164 | $90,783 | 0% | View → |
| Land Cruiser | 163 | +$165 | +$285 | $73,269 | 76.1% | View → |
| Elantra N | 159 | +$1,507 | +$1,695 | $37,485 | 0% | View → |
| EV6 | 156 | -$1,127 | -$1,187 | $45,645 | 100% | View → |
| Corvette Stingray | 142 | +$803 | +$386 | $88,067 | 84.3% | View → |
| Civic Si | 139 | — | — | $0 | — | View → |
| GX | 136 | +$1,434 | +$1,213 | $86,458 | 60.3% | View → |
| Escalade IQ | 135 | -$179 | -$213 | $137,070 | 97.8% | View → |
| G90 | 134 | +$3,107 | +$3,027 | $105,480 | 0% | View → |
| XT5 | 128 | -$34 | -$81 | $56,915 | 99.2% | View → |
| Prius | 117 | -$21 | +$41 | $35,611 | 80.3% | View → |
| Vistiq | 115 | +$31 | +$133 | $81,520 | 97.2% | View → |
| NX Hybrid | 115 | +$691 | +$546 | $54,213 | 70.4% | View → |
| ES | 107 | +$429 | +$41 | $60,782 | 71% | View → |
| Impreza | 102 | -$271 | -$563 | $30,446 | 67% | View → |
| RAM 3500 Chassis Cab | 102 | -$2,451 | -$2,408 | $71,055 | 100% | View → |
| RAM 5500 Chassis Cab | 96 | -$2,448 | -$2,377 | $79,678 | 100% | View → |
| Escalade IQL | 95 | +$3 | -$111 | $141,870 | 98.9% | View → |
| Niro EV | 90 | -$958 | -$1,023 | $40,841 | 100% | View → |
| CT4 | 89 | +$199 | +$662 | $45,555 | 95.5% | View → |
| Corvette Z06 | 87 | +$270 | -$6 | $140,260 | 93.1% | View → |
| CT5 | 86 | +$101 | +$120 | $55,395 | 97.6% | View → |
| GR Corolla | 85 | +$157 | +$92 | $45,418 | 74.1% | View → |
| IONIQ 5 | 80 | -$13,029 | -$9,648 | $42,865 | 100% | View → |
| TX 500h Hybrid | 75 | -$425 | +$29 | $76,489 | 73.3% | View → |
| Voyager | 74 | -$2,601 | -$2,614 | $40,640 | 100% | View → |
| Hummer EV SUV | 70 | -$4,512 | -$4,526 | $96,075 | 97.1% | View → |
| Civic Type R | 68 | — | — | $0 | — | View → |
| Highlander Hybrid | 63 | +$154 | +$361 | $58,182 | 76.2% | View → |
| Silverado EV | 61 | -$164 | -$238 | $72,015 | 100% | View → |
| NX 450h+ Plug-in | 54 | -$85 | +$144 | $63,854 | 74.1% | View → |
| Sierra EV | 47 | -$5,536 | -$3,009 | $74,060 | 97.9% | View → |
| RZ Electric | 45 | +$1,055 | +$192 | $53,768 | 53.3% | View → |
| Trailseeker | 45 | -$348 | -$445 | $45,795 | 55.8% | View → |
| BRZ | 44 | -$295 | -$466 | $39,779 | 70.5% | View → |
| RAM 4500 Chassis Cab | 38 | -$2,434 | -$2,326 | $78,165 | 100% | View → |
| Escape | 34 | -$5,088 | -$5,072 | $28,680 | 100% | View → |
| Hummer EV Pickup | 32 | -$7,396 | -$5,300 | $94,325 | 100% | View → |
| CT5-V | 31 | +$1,009 | +$822 | $110,255 | 90.3% | View → |
| LX 700h Hybrid | 31 | -$590 | -$219 | $123,069 | 54.8% | View → |
| RX 500h F SPORT | 28 | +$17 | +$601 | $77,249 | 85.7% | View → |
| RX 450h+ Plug-in | 27 | +$205 | +$215 | $73,523 | 74.1% | View → |
| GR86 | 27 | +$828 | +$135 | $37,743 | 74.1% | View → |
| Sportage Plug-in Hybrid | 26 | -$1,061 | -$1,031 | $48,000 | 100% | View → |
| Sorento Plug-in Hybrid | 24 | -$994 | -$741 | $51,626 | 100% | View → |
| LX | 24 | -$292 | +$154 | $118,893 | 54.2% | View → |
| GV60 | 24 | +$843 | +$994 | $55,210 | 8.3% | View → |
| Tucson PHEV | 22 | -$453 | -$1,486 | $49,882 | 100% | View → |
| IONIQ 9 | 18 | -$10,965 | -$9,020 | $54,775 | 100% | View → |
| Electrified GV70 | 18 | +$1,037 | +$1,081 | $68,000 | 0% | View → |
| IONIQ 5 N | 13 | — | — | $0 | — | View → |
| Corvette E-Ray | 13 | +$452 | +$131 | $123,759 | 92.3% | View → |
| Charger Daytona | 11 | $0 | $0 | $63,480 | 100% | View → |
| Uncharted | 11 | +$752 | -$278 | $43,337 | 27.3% | View → |
| Corvette ZR1 | 9 | +$6,406 | +$4,741 | $244,975 | 88.9% | View → |
| XT6 | 9 | $0 | -$347 | $58,215 | 100% | View → |
| Wagoneer S | 8 | -$12,938 | -$12,833 | $52,040 | 100% | View → |
| CT4-V | 8 | $0 | -$38 | $58,734 | 100% | View → |
| RAM ProMaster EV | 8 | $0 | $0 | $72,285 | 100% | View → |
| Solterra | 8 | -$116 | -$520 | $44,714 | 66.7% | View → |
| Corvette ZR1X | 6 | $0 | +$5,797 | $276,190 | 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 Florida and refreshed every 24 hours.
We only include models with at least five active listings in Florida 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