Florida Dealer Markups & New Car Prices
Live markup data from 576 Florida dealers across 150,045 active listings. Updated daily.
Active listings
150,045
Avg markup in state
-$1,345
National avg markup
-$1,539
% priced below MSRP
87%
The short version
Florida dealers are charging an average markup of -$1,345 over sticker, which is roughly in line with the national average of -$1,539 (a 13% premium). Of 150,045 current listings, 87% 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 | |
|---|---|---|---|---|---|---|
| F-150 | 8,063 | -$4,077 | -$4,199 | $60,090 | 100% | View → |
| Silverado 1500 | 7,743 | -$5 | -$85 | $58,975 | 99.8% | View → |
| RAM 1500 | 6,569 | -$5,476 | -$5,531 | $58,811 | 100% | View → |
| Corolla | 6,281 | +$309 | +$235 | $26,843 | 63.6% | View → |
| Tacoma | 5,553 | -$204 | -$527 | $44,237 | 83% | View → |
| Super Duty | 5,049 | -$2,293 | -$2,172 | $85,700 | 100% | View → |
| Camry | 4,933 | -$36 | +$39 | $35,277 | 80.2% | View → |
| Wrangler | 4,636 | -$3,588 | -$3,294 | $49,863 | 100% | View → |
| RAV4 | 4,475 | +$487 | +$554 | $40,118 | 60.6% | View → |
| Sierra 1500 | 3,998 | -$1,634 | -$2,250 | $68,240 | 99% | View → |
| Grand Cherokee | 3,841 | -$3,739 | -$3,350 | $46,940 | 100% | View → |
| Explorer | 3,738 | -$2,073 | -$2,238 | $50,505 | 100% | View → |
| Bronco | 3,285 | -$2,578 | -$2,872 | $51,640 | 100% | View → |
| Sportage | 3,184 | -$629 | -$752 | $32,823 | 100% | View → |
| Bronco Sport | 2,730 | -$2,649 | -$2,503 | $34,890 | 100% | View → |
| Tundra | 2,527 | -$1,005 | -$1,665 | $65,026 | 86.4% | View → |
| Corolla Cross | 2,355 | +$320 | +$226 | $31,125 | 62.5% | View → |
| Silverado 2500 HD | 2,314 | -$3 | -$202 | $73,256 | 96.2% | View → |
| Sorento | 2,280 | -$749 | -$894 | $37,390 | 100% | View → |
| Seltos | 2,168 | -$538 | -$652 | $30,199 | 100% | View → |
| K5 | 1,901 | -$602 | -$690 | $30,606 | 100% | View → |
| K4 | 1,895 | -$533 | -$569 | $25,401 | 100% | View → |
| Mustang | 1,876 | -$1,775 | -$1,892 | $39,365 | 100% | View → |
| Outback | 1,793 | -$1,162 | -$1,251 | $46,929 | 78.7% | View → |
| GV70 | 1,739 | +$1,258 | +$1,203 | $60,190 | 1.2% | View → |
| Gladiator | 1,706 | -$5,666 | -$5,249 | $47,267 | 100% | View → |
| Sierra 2500 HD | 1,656 | -$3,838 | -$2,984 | $89,573 | 98.2% | View → |
| RAM 2500 | 1,607 | -$4,122 | -$3,739 | $74,244 | 100% | View → |
| Forester | 1,590 | -$504 | -$719 | $39,178 | 71.2% | View → |
| Expedition | 1,568 | -$274 | -$229 | $83,570 | 100% | View → |
| Maverick | 1,525 | -$875 | -$946 | $32,285 | 100% | View → |
| Nautilus | 1,512 | +$4,000 | +$4,000 | $69,540 | 0% | View → |
| Telluride Hybrid | 1,419 | -$1,380 | -$1,543 | $55,446 | 100% | View → |
| Enclave | 1,270 | -$302 | -$330 | $56,058 | 99.9% | View → |
| GV80 | 1,269 | +$1,476 | +$1,479 | $77,345 | 0.7% | View → |
| Carnival | 1,252 | -$930 | -$1,086 | $42,964 | 100% | View → |
| RAM 3500 | 1,131 | -$4,318 | -$4,459 | $77,775 | 100% | View → |
| Ranger | 1,122 | -$1,918 | -$2,005 | $38,150 | 100% | View → |
| Envista | 1,097 | -$115 | -$150 | $29,980 | 99.9% | View → |
| XT5 | 1,096 | -$30 | -$48 | $59,400 | 99.5% | View → |
| LYRIQ | 1,077 | +$62 | +$210 | $66,119 | 97.9% | View → |
| Sportage Hybrid | 1,066 | -$723 | -$834 | $35,297 | 100% | View → |
| Grand Wagoneer | 1,061 | -$332 | -$353 | $79,480 | 100% | View → |
| Sienna | 1,003 | +$479 | +$406 | $52,193 | 58.1% | View → |
| Crosstrek | 987 | -$726 | -$897 | $35,947 | 80.7% | View → |
| RX | 971 | -$205 | -$30 | $60,498 | 57.4% | View → |
| Yukon XL | 969 | -$2,347 | -$1,812 | $93,275 | 94.1% | View → |
| Acadia | 950 | -$2,032 | -$1,197 | $53,439 | 98.3% | View → |
| 4Runner | 911 | -$214 | +$8 | $50,098 | 79% | View → |
| Navigator | 908 | +$3,203 | +$3,001 | $116,288 | 0% | View → |
| Telluride | 905 | -$1,124 | -$1,259 | $49,703 | 100% | View → |
| CT5 | 901 | +$343 | +$213 | $56,589 | 92.6% | View → |
| NX | 876 | -$227 | -$39 | $54,686 | 56.8% | View → |
| Compass | 849 | -$2,427 | -$2,177 | $32,385 | 100% | View → |
| Envision | 834 | -$184 | -$214 | $48,935 | 100% | View → |
| Charger | 825 | -$4,490 | -$4,421 | $56,495 | 100% | View → |
| Durango | 774 | -$691 | -$791 | $50,610 | 100% | View → |
| Pacifica | 762 | -$3,362 | -$3,150 | $46,475 | 100% | View → |
| Grand Highlander Hybrid | 737 | +$268 | +$536 | $60,420 | 63.1% | View → |
| Terrain | 730 | -$526 | -$316 | $40,735 | 93.6% | View → |
| Yukon | 707 | -$2,136 | -$1,101 | $91,844 | 95.6% | View → |
| Grand Highlander | 654 | +$457 | +$282 | $57,898 | 54% | View → |
| Escalade | 653 | +$651 | +$57 | $127,020 | 93.6% | View → |
| G70 | 644 | +$941 | +$942 | $53,510 | 2% | View → |
| Encore GX | 621 | -$139 | -$141 | $31,399 | 100% | View → |
| Cherokee | 599 | -$3,726 | -$3,572 | $39,310 | 100% | View → |
| Canyon | 596 | -$1,851 | -$1,245 | $44,167 | 95.8% | View → |
| Carnival Hybrid | 542 | -$1,164 | -$1,281 | $50,050 | 100% | View → |
| RAM ProMaster | 540 | -$3,889 | -$3,909 | $52,685 | 100% | View → |
| IS | 521 | -$1,090 | -$45 | $53,442 | 67.8% | View → |
| Optiq | 501 | -$103 | -$36 | $54,620 | 96.8% | View → |
| K4 Hatchback | 489 | -$675 | -$760 | $27,110 | 100% | View → |
| Ascent | 487 | -$1,059 | -$1,092 | $50,630 | 67.9% | View → |
| TX | 474 | -$118 | -$188 | $66,999 | 57% | View → |
| Vistiq | 456 | +$286 | +$176 | $82,050 | 94% | View → |
| Sorento Hybrid | 427 | -$914 | -$1,109 | $42,135 | 100% | View → |
| Sequoia | 408 | +$176 | -$816 | $88,416 | 64.2% | View → |
| Mustang Mach-E | 406 | -$3,500 | -$3,481 | $47,430 | 100% | View → |
| Sierra 3500 HD | 379 | -$4,155 | -$2,738 | $90,272 | 98.6% | View → |
| Escalade ESV | 364 | +$360 | +$53 | $128,838 | 95.8% | View → |
| Silverado 3500 HD | 359 | +$49 | -$41 | $78,940 | 98% | View → |
| Aviator | 319 | +$5,000 | +$5,181 | $76,355 | 0% | View → |
| Niro | 271 | -$633 | -$679 | $32,196 | 100% | View → |
| RX Hybrid | 269 | +$257 | +$405 | $65,552 | 51.7% | View → |
| WRX | 260 | -$1,178 | -$823 | $39,251 | 82.8% | View → |
| ES 300h Hybrid | 258 | -$135 | +$336 | $57,332 | 61.2% | View → |
| G80 | 253 | +$923 | +$941 | $72,683 | 0% | View → |
| Highlander | 220 | +$238 | +$168 | $54,452 | 69.5% | View → |
| 4Runner Hybrid | 214 | +$178 | +$143 | $66,745 | 69.2% | View → |
| GV80 Coupe | 212 | +$1,890 | +$1,929 | $91,440 | 0% | View → |
| Escalade IQ | 184 | -$20 | -$97 | $138,018 | 98.4% | View → |
| Prius | 184 | +$341 | +$63 | $35,668 | 64.7% | View → |
| Highlander Hybrid | 161 | +$214 | +$410 | $56,993 | 67.1% | View → |
| RAM 3500 Chassis Cab | 153 | -$1,905 | -$1,940 | $71,980 | 100% | View → |
| G90 | 147 | +$3,000 | +$2,979 | $105,480 | 0% | View → |
| GR Corolla | 143 | +$320 | +$58 | $45,238 | 67.8% | View → |
| Escalade IQL | 142 | -$56 | -$17 | $142,975 | 95.1% | View → |
| EV6 | 136 | -$1,098 | -$1,173 | $42,893 | 100% | View → |
| Corvette Stingray | 125 | -$14 | +$193 | $95,875 | 88.8% | View → |
| RAM 5500 Chassis Cab | 117 | -$2,085 | -$1,869 | $80,275 | 100% | View → |
| TX 500h Hybrid | 117 | -$397 | -$150 | $76,772 | 61.5% | View → |
| GX | 115 | +$1,634 | +$1,655 | $86,842 | 22.6% | View → |
| Land Cruiser | 109 | +$259 | +$360 | $73,471 | 73.4% | View → |
| EV9 | 91 | -$1,538 | -$1,723 | $65,111 | 100% | View → |
| Impreza | 84 | -$276 | -$640 | $30,115 | 68.3% | View → |
| ES | 83 | -$190 | -$27 | $59,978 | 61.4% | View → |
| Corvette Z06 | 75 | +$373 | -$120 | $143,545 | 93.3% | View → |
| NX Hybrid | 68 | +$772 | +$406 | $55,148 | 44.1% | View → |
| Hummer EV SUV | 62 | -$3,988 | -$4,511 | $96,282 | 98.4% | View → |
| CT4 | 59 | +$83 | +$695 | $45,935 | 98.3% | View → |
| Niro EV | 59 | -$930 | -$1,011 | $40,909 | 100% | View → |
| Voyager | 59 | -$3,195 | -$3,119 | $40,140 | 100% | View → |
| GR86 | 57 | +$1,004 | +$191 | $38,792 | 66.7% | View → |
| NX 450h+ Plug-in | 55 | +$82 | +$215 | $66,818 | 54.5% | View → |
| RAM 4500 Chassis Cab | 51 | -$2,010 | -$1,915 | $79,355 | 100% | View → |
| Sierra EV | 43 | -$5,163 | -$2,478 | $78,940 | 97.4% | View → |
| Silverado EV | 42 | -$124 | -$160 | $74,965 | 97.6% | View → |
| BRZ | 42 | -$170 | -$444 | $39,632 | 63.4% | View → |
| RX 500h F SPORT | 40 | -$112 | +$424 | $76,990 | 60% | View → |
| Tacoma Hybrid | 33 | +$277 | -$667 | $64,287 | 63.6% | View → |
| GV60 | 32 | +$889 | +$981 | $55,133 | 3.1% | View → |
| CT5-V | 30 | +$686 | +$1,821 | $128,000 | 93.1% | View → |
| Sportage Plug-in Hybrid | 29 | -$1,139 | -$1,066 | $47,871 | 100% | View → |
| Hummer EV Pickup | 22 | -$6,380 | -$4,558 | $95,371 | 100% | View → |
| LX 700h Hybrid | 20 | -$794 | -$455 | $123,512 | 50% | View → |
| Electrified GV70 | 17 | +$1,083 | +$1,079 | $61,270 | 0% | View → |
| LX | 15 | +$870 | +$92 | $120,653 | 26.7% | View → |
| Sorento Plug-in Hybrid | 13 | -$979 | -$737 | $51,327 | 100% | View → |
| RZ Electric | 12 | -$1,146 | +$74 | $61,250 | 83.3% | View → |
| Trailseeker | 12 | +$390 | -$56 | $47,641 | 36.4% | View → |
| RX 450h+ Plug-in | 11 | +$99 | +$234 | $70,823 | 45.5% | View → |
| Corvette E-Ray | 11 | +$535 | +$207 | $131,780 | 90.9% | View → |
| Corvette ZR1 | 9 | $0 | +$17,451 | $244,413 | 100% | View → |
| Solterra | 8 | +$404 | -$15 | $45,545 | 50% | 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.
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