Florida Dealer Markups & New Car Prices
Live markup data from 676 Florida dealers across 142,196 active listings. Updated daily.
Active listings
142,196
Avg markup in state
-$1,692
National avg markup
-$1,790
% priced below MSRP
87.9%
The short version
Florida dealers are charging an average markup of -$1,692 over sticker, which is roughly in line with the national average of -$1,790 (a 5% premium). Of 142,196 current listings, 87.9% 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 | |
|---|---|---|---|---|---|---|
| RAM 1500 | 6,579 | -$7,586 | -$7,556 | $56,967 | 100% | View → |
| Wrangler | 5,321 | -$3,219 | -$3,129 | $47,675 | 100% | View → |
| F-150 | 3,783 | -$3,436 | -$3,978 | $61,945 | 100% | View → |
| Elantra | 3,781 | — | — | $0 | — | View → |
| Grand Cherokee | 3,736 | -$4,419 | -$4,355 | $45,630 | 100% | View → |
| Tucson | 3,657 | — | — | $0 | — | View → |
| Sportage | 3,430 | -$683 | -$776 | $32,904 | 100% | View → |
| CR-V | 3,059 | — | — | $0 | — | View → |
| Accord | 2,944 | — | — | $0 | — | View → |
| Super Duty | 2,922 | -$593 | -$805 | $89,683 | 100% | View → |
| Santa Fe | 2,893 | — | — | $0 | — | View → |
| Sorento | 2,758 | -$782 | -$923 | $37,795 | 100% | View → |
| K4 | 2,668 | -$497 | -$555 | $24,773 | 100% | View → |
| Gladiator | 2,375 | -$4,273 | -$4,559 | $48,365 | 100% | View → |
| Bronco | 2,218 | -$2,182 | -$2,458 | $53,310 | 100% | View → |
| HR-V | 2,214 | — | — | $0 | — | View → |
| Explorer | 2,177 | -$4,103 | -$4,124 | $48,550 | 100% | View → |
| Bronco Sport | 2,159 | -$1,731 | -$2,020 | $35,835 | 100% | View → |
| Maverick | 2,157 | -$405 | -$667 | $32,880 | 100% | View → |
| Camry | 2,139 | -$249 | -$145 | $34,996 | 74.3% | View → |
| K5 | 2,098 | -$640 | -$717 | $31,533 | 100% | View → |
| Tacoma | 2,079 | -$388 | -$672 | $44,161 | 79.1% | View → |
| Outback | 2,068 | -$1,071 | -$1,341 | $44,742 | 78% | View → |
| Kona | 1,853 | — | — | $0 | — | View → |
| RAM 2500 | 1,764 | -$2,255 | -$2,112 | $75,365 | 100% | View → |
| Sonata | 1,709 | — | — | $0 | — | View → |
| Santa Fe Hybrid | 1,702 | — | — | $0 | — | View → |
| Tundra | 1,699 | -$1,581 | -$1,355 | $66,370 | 83.6% | View → |
| Seltos | 1,674 | -$552 | -$650 | $28,652 | 100% | View → |
| Corolla | 1,663 | +$244 | +$142 | $26,732 | 44.3% | View → |
| GV70 | 1,650 | +$1,244 | +$1,268 | $59,495 | 2.2% | View → |
| Silverado 1500 | 1,642 | +$24 | -$123 | $61,890 | 99% | View → |
| Expedition | 1,470 | -$48 | -$164 | $84,068 | 100% | View → |
| Nautilus | 1,463 | +$5,000 | +$5,000 | $70,690 | 0% | View → |
| Sierra 1500 | 1,379 | -$1,792 | -$1,923 | $69,285 | 95.6% | View → |
| Crosstrek | 1,361 | -$356 | -$778 | $36,006 | 72.7% | View → |
| Palisade | 1,340 | — | — | $0 | — | View → |
| Grand Wagoneer | 1,300 | $0 | -$158 | $79,480 | 100% | View → |
| Carnival | 1,297 | -$993 | -$1,088 | $43,125 | 100% | View → |
| Pilot | 1,272 | — | — | $0 | — | View → |
| Forester | 1,237 | -$470 | -$912 | $38,198 | 72% | View → |
| Compass | 1,225 | -$2,548 | -$1,943 | $31,915 | 100% | View → |
| Mustang | 1,206 | -$2,369 | -$2,584 | $40,443 | 100% | View → |
| Palisade Hybrid | 1,158 | — | — | $0 | — | View → |
| Ridgeline | 1,140 | — | — | $0 | — | View → |
| RAV4 | 1,110 | +$779 | +$604 | $40,416 | 40.5% | View → |
| RAM 3500 | 1,108 | -$1,964 | -$2,375 | $80,980 | 100% | View → |
| GV80 | 1,004 | +$1,538 | +$1,538 | $82,405 | 0.6% | View → |
| Navigator | 976 | +$2,023 | +$1,801 | $114,390 | 32.6% | View → |
| Charger | 949 | -$4,939 | -$5,416 | $55,705 | 100% | View → |
| Sportage Hybrid | 924 | -$762 | -$839 | $36,560 | 100% | View → |
| Ranger | 914 | -$2,003 | -$2,232 | $38,150 | 100% | View → |
| Telluride Hybrid | 908 | -$1,494 | -$1,613 | $56,245 | 100% | View → |
| Venue | 907 | — | — | $0 | — | View → |
| MDX | 894 | — | — | $0 | — | View → |
| Odyssey | 876 | — | — | $0 | — | View → |
| Santa Cruz | 875 | — | — | $0 | — | View → |
| Cherokee | 861 | -$2,474 | -$2,475 | $40,490 | 100% | View → |
| Civic Sedan | 853 | — | — | $0 | — | View → |
| Tucson Hybrid | 836 | — | — | $0 | — | View → |
| Durango | 821 | -$319 | -$487 | $51,005 | 100% | View → |
| IS | 820 | -$1,022 | -$108 | $53,027 | 89.5% | View → |
| Silverado 2500 HD | 818 | -$111 | -$195 | $74,972 | 95.9% | View → |
| Telluride | 815 | -$1,303 | -$1,373 | $54,687 | 100% | View → |
| Sierra 2500 HD | 771 | -$3,872 | -$2,645 | $86,842 | 98.7% | View → |
| RAM ProMaster | 705 | -$3,972 | -$3,788 | $52,775 | 100% | View → |
| Carnival Hybrid | 670 | -$1,097 | -$1,175 | $45,829 | 100% | View → |
| RX | 665 | -$745 | -$83 | $61,136 | 87.2% | View → |
| Civic Hatchback | 638 | — | — | $0 | — | View → |
| Aviator | 590 | +$5,000 | +$5,000 | $74,925 | 0% | View → |
| G70 | 558 | +$887 | +$903 | $56,130 | 2% | View → |
| Mustang Mach-E | 557 | -$5,038 | -$5,169 | $44,380 | 100% | View → |
| Terrain | 546 | -$997 | -$685 | $40,085 | 93.9% | View → |
| NX | 540 | -$812 | -$73 | $55,307 | 85% | View → |
| Pacifica | 532 | -$5,324 | -$5,490 | $44,680 | 100% | View → |
| Envista | 501 | -$182 | -$220 | $30,260 | 100% | View → |
| Corolla Cross | 492 | +$380 | +$230 | $31,812 | 40.2% | View → |
| Ascent | 482 | -$1,695 | -$1,621 | $50,518 | 84.9% | View → |
| Enclave | 481 | -$237 | -$332 | $56,105 | 100% | View → |
| Integra | 481 | — | — | $0 | — | View → |
| Acadia | 474 | -$2,451 | -$1,533 | $55,518 | 94.5% | View → |
| RDX | 467 | — | — | $0 | — | View → |
| Grand Highlander | 465 | +$267 | +$417 | $58,726 | 46.2% | View → |
| Yukon XL | 453 | -$1,541 | -$1,147 | $91,729 | 93.6% | View → |
| K4 Hatchback | 448 | -$647 | -$766 | $27,110 | 100% | View → |
| TX | 446 | -$895 | -$204 | $66,136 | 85% | View → |
| Passport | 428 | — | — | $0 | — | View → |
| ADX | 421 | — | — | $0 | — | View → |
| Sorento Hybrid | 419 | -$990 | -$1,086 | $43,576 | 100% | View → |
| 4Runner | 399 | -$355 | -$152 | $51,788 | 65.4% | View → |
| Yukon | 388 | -$1,380 | -$786 | $88,390 | 94.8% | View → |
| Prologue | 383 | — | — | $0 | — | View → |
| Envision | 361 | -$340 | -$289 | $48,835 | 100% | View → |
| Encore GX | 350 | -$144 | -$146 | $31,085 | 100% | View → |
| LYRIQ | 343 | -$41 | -$51 | $69,543 | 98% | View → |
| Tacoma Hybrid | 323 | -$524 | -$1,016 | $63,013 | 76.8% | View → |
| IONIQ 5 | 320 | — | — | $0 | — | View → |
| Sienna | 296 | +$573 | +$531 | $52,767 | 41.6% | View → |
| Sierra 3500 HD | 290 | -$3,383 | -$2,122 | $89,329 | 97.2% | View → |
| WRX | 281 | -$445 | -$482 | $38,148 | 70.5% | View → |
| Niro | 263 | -$660 | -$663 | $31,775 | 100% | View → |
| Canyon | 245 | -$1,378 | -$895 | $45,320 | 96.7% | View → |
| Escalade | 234 | +$607 | +$154 | $122,865 | 93.2% | View → |
| 4Runner Hybrid | 221 | -$558 | -$205 | $64,398 | 68.3% | View → |
| Elantra N | 220 | — | — | $0 | — | View → |
| Silverado 3500 HD | 219 | +$340 | +$40 | $81,880 | 93.4% | View → |
| Optiq | 214 | +$137 | +$109 | $56,476 | 93.9% | View → |
| Escape | 210 | -$5,171 | -$5,278 | $28,680 | 100% | View → |
| EV9 | 210 | -$1,760 | -$1,829 | $70,353 | 100% | View → |
| RX Hybrid | 203 | -$468 | +$222 | $65,097 | 84.7% | View → |
| Escalade ESV | 195 | +$190 | +$66 | $122,560 | 95.9% | View → |
| EV6 | 183 | -$1,123 | -$1,194 | $45,817 | 100% | View → |
| G80 | 179 | +$947 | +$937 | $72,755 | 1.1% | View → |
| GV80 Coupe | 168 | +$1,177 | +$1,170 | $90,445 | 0.6% | View → |
| Escalade IQ | 164 | -$252 | -$206 | $136,155 | 98.8% | View → |
| Sequoia | 156 | +$143 | -$248 | $87,146 | 57.7% | View → |
| Civic Si | 139 | — | — | $0 | — | View → |
| G90 | 134 | +$930 | +$897 | $105,450 | 0.7% | View → |
| XT5 | 122 | $0 | -$70 | $58,415 | 100% | View → |
| RAM 3500 Chassis Cab | 122 | -$2,418 | -$2,393 | $71,073 | 100% | View → |
| Corvette Stingray | 121 | +$263 | +$433 | $92,695 | 90.9% | View → |
| Vistiq | 113 | -$45 | +$33 | $82,120 | 96.5% | View → |
| TX 500h Hybrid | 111 | -$456 | -$166 | $76,289 | 77.5% | View → |
| RAM 5500 Chassis Cab | 109 | -$2,477 | -$2,363 | $79,255 | 100% | View → |
| NX Hybrid | 106 | -$31 | +$287 | $54,671 | 78.3% | View → |
| CT4 | 105 | +$248 | +$859 | $45,870 | 95.2% | View → |
| Impreza | 105 | -$190 | -$652 | $30,204 | 70.6% | View → |
| GX | 100 | +$657 | +$1,145 | $87,334 | 77% | View → |
| Hummer EV SUV | 100 | -$4,213 | -$3,910 | $98,350 | 97% | View → |
| Escalade IQL | 97 | +$17 | -$108 | $141,720 | 97.9% | View → |
| Corvette Z06 | 96 | -$704 | -$59 | $135,650 | 94.8% | View → |
| Sierra EV | 94 | -$5,453 | -$3,060 | $72,954 | 96.8% | View → |
| CT5 | 91 | +$139 | +$132 | $55,220 | 95.6% | View → |
| Voyager | 89 | -$2,657 | -$2,665 | $40,635 | 100% | View → |
| Highlander | 84 | -$154 | +$226 | $53,627 | 53.6% | View → |
| Land Cruiser | 77 | +$423 | +$378 | $73,604 | 50.6% | View → |
| Niro EV | 63 | -$1,010 | -$1,062 | $40,909 | 100% | View → |
| Silverado EV | 59 | -$122 | -$283 | $75,190 | 100% | View → |
| Hummer EV Pickup | 59 | -$4,309 | -$4,613 | $99,135 | 100% | View → |
| ES | 53 | +$308 | +$106 | $55,980 | 69.8% | View → |
| Trailseeker | 51 | +$61 | -$282 | $45,415 | 48.9% | View → |
| CT5-V | 49 | +$1,515 | +$681 | $70,285 | 93.9% | View → |
| RAM 4500 Chassis Cab | 47 | -$2,394 | -$2,301 | $78,045 | 100% | View → |
| BRZ | 45 | -$37 | -$429 | $40,317 | 63.6% | View → |
| IONIQ 9 | 45 | — | — | $0 | — | View → |
| Prius | 44 | -$25 | -$3 | $34,429 | 60.5% | View → |
| Civic Type R | 43 | — | — | $0 | — | View → |
| GR Corolla | 38 | +$639 | +$208 | $48,127 | 73.7% | View → |
| Highlander Hybrid | 37 | -$161 | +$357 | $57,192 | 62.2% | View → |
| LX 700h Hybrid | 36 | -$1,124 | -$114 | $122,584 | 83.3% | View → |
| Corsair | 36 | $0 | $0 | $42,980 | 100% | View → |
| GV60 | 34 | +$928 | +$949 | $55,090 | 3% | View → |
| RZ Electric | 34 | +$264 | -$244 | $51,902 | 70.6% | View → |
| NX 450h+ Plug-in | 32 | -$502 | +$26 | $62,278 | 87.5% | View → |
| Corvette E-Ray | 31 | -$273 | -$95 | $130,083 | 96.7% | View → |
| Sportage Plug-in Hybrid | 30 | -$967 | -$897 | $47,748 | 100% | View → |
| Sorento Plug-in Hybrid | 28 | -$1,005 | -$785 | $51,626 | 100% | View → |
| RX 500h F SPORT | 25 | -$616 | +$210 | $76,763 | 76% | View → |
| LX | 25 | +$156 | +$90 | $119,044 | 80% | View → |
| Charger Daytona | 22 | $0 | $0 | $63,480 | 100% | View → |
| RX 450h+ Plug-in | 21 | -$466 | +$58 | $71,612 | 85.7% | View → |
| IONIQ 5 N | 21 | — | — | $0 | — | View → |
| GR86 | 17 | +$770 | +$173 | $38,981 | 41.2% | View → |
| Grand Highlander Hybrid | 16 | -$536 | +$387 | $59,182 | 81.3% | View → |
| XT6 | 15 | $0 | -$226 | $58,215 | 100% | View → |
| CT4-V | 15 | $0 | -$48 | $59,925 | 100% | View → |
| Tucson PHEV | 14 | — | — | $0 | — | View → |
| Wagoneer S | 10 | -$12,750 | -$13,136 | $52,040 | 100% | View → |
| Corvette ZR1 | 9 | +$10,642 | +$6,725 | $235,110 | 77.8% | View → |
| Uncharted | 8 | +$251 | -$397 | $45,659 | 50% | View → |
| RAM ProMaster EV | 8 | $0 | $0 | $72,285 | 100% | View → |
| Solterra | 7 | +$68 | -$480 | $42,534 | 28.6% | View → |
| Electrified GV70 | 5 | +$703 | +$852 | $66,480 | 0% | 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