Iowa Dealer Markups & New Car Prices
Live markup data from 256 Iowa dealers across 19,889 active listings. Updated daily.
The short version
Iowa dealers are charging an average markup of -$1,750 over sticker, which is roughly in line with the national average of -$1,530 (a 14% discount). Of 19,889 current listings, 88.5% are priced below total MSRP, the strongest signal of a negotiable deal.
Markup by model in Iowa
| Model | Listings | Avg markup (IA) | Avg markup (US) | Median price | % below MSRP | |
|---|---|---|---|---|---|---|
| Silverado 1500 | 1,756 | -$382 | -$83 | $62,185 | 99.9% | View → |
| F-150 | 1,142 | -$4,256 | -$4,199 | $63,673 | 100% | View → |
| RAM 1500 | 1,075 | -$5,326 | -$5,491 | $62,925 | 100% | View → |
| Sierra 1500 | 863 | -$2,209 | -$2,250 | $68,995 | 98.9% | View → |
| Grand Cherokee | 827 | -$3,576 | -$3,350 | $49,406 | 100% | View → |
| Explorer | 821 | -$2,280 | -$2,238 | $54,990 | 100% | View → |
| Super Duty | 729 | -$1,872 | -$2,172 | $80,630 | 100% | View → |
| Silverado 2500 HD | 667 | -$827 | -$203 | $74,385 | 99.5% | View → |
| RAV4 | 509 | +$84 | +$551 | $41,282 | 40.3% | View → |
| Bronco Sport | 496 | -$2,615 | -$2,503 | $35,978 | 100% | View → |
| RAM 2500 | 402 | -$2,934 | -$3,670 | $72,590 | 100% | View → |
| Sierra 2500 HD | 384 | -$3,643 | -$2,984 | $85,809 | 99.7% | View → |
| Wrangler | 369 | -$3,378 | -$3,294 | $52,860 | 100% | View → |
| Pacifica | 344 | -$3,023 | -$3,150 | $47,415 | 100% | View → |
| Maverick | 336 | -$1,024 | -$946 | $36,913 | 100% | View → |
| Camry | 329 | -$44 | +$32 | $37,662 | 48.6% | View → |
| Enclave | 326 | -$504 | -$330 | $61,043 | 99.7% | View → |
| Acadia | 326 | -$799 | -$1,197 | $56,843 | 95.5% | View → |
| Bronco | 323 | -$2,889 | -$2,872 | $54,060 | 100% | View → |
| Tundra | 319 | -$2,396 | -$1,644 | $66,656 | 86.8% | View → |
| Envision | 292 | -$336 | -$214 | $49,100 | 100% | View → |
| Tacoma | 281 | -$1,176 | -$528 | $47,929 | 80.8% | View → |
| Outback | 264 | -$725 | -$1,251 | $45,409 | 26.7% | View → |
| Cherokee | 250 | -$3,438 | -$3,572 | $39,088 | 100% | View → |
| Expedition | 248 | -$250 | -$229 | $85,508 | 100% | View → |
| Sportage | 246 | -$1,008 | -$752 | $34,181 | 100% | View → |
| Sportage Hybrid | 238 | -$1,113 | -$833 | $36,853 | 100% | View → |
| Compass | 214 | -$2,134 | -$2,177 | $33,955 | 100% | View → |
| Sienna | 212 | +$42 | +$406 | $55,146 | 45.3% | View → |
| Seltos | 206 | -$855 | -$653 | $30,453 | 100% | View → |
| Grand Wagoneer | 204 | -$434 | -$353 | $80,905 | 100% | View → |
| Ranger | 202 | -$1,960 | -$2,005 | $44,495 | 100% | View → |
| Carnival | 200 | -$1,462 | -$1,087 | $46,775 | 100% | View → |
| Corolla | 190 | -$28 | +$235 | $28,119 | 47.4% | View → |
| Forester | 187 | +$44 | -$719 | $40,074 | 7.5% | View → |
| Nautilus | 172 | +$4,000 | +$4,000 | $74,490 | 0% | View → |
| Crosstrek | 171 | -$29 | -$897 | $36,710 | 13.3% | View → |
| Durango | 167 | -$916 | -$791 | $51,540 | 100% | View → |
| Envista | 167 | -$176 | -$150 | $29,735 | 98.8% | View → |
| Terrain | 167 | +$205 | -$316 | $41,965 | 92.2% | View → |
| Corolla Cross | 160 | -$23 | +$226 | $34,247 | 50.6% | View → |
| Sorento | 160 | -$1,300 | -$891 | $41,003 | 100% | View → |
| Telluride Hybrid | 147 | -$1,871 | -$1,542 | $55,385 | 100% | View → |
| Grand Highlander Hybrid | 145 | +$40 | +$534 | $57,973 | 47.6% | View → |
| Yukon | 130 | -$1,240 | -$1,101 | $93,670 | 93.6% | View → |
| Yukon XL | 125 | -$1,100 | -$1,812 | $95,560 | 91.8% | View → |
| Carnival Hybrid | 119 | -$1,649 | -$1,287 | $49,669 | 100% | View → |
| RAM 3500 | 112 | -$5,266 | -$4,345 | $80,835 | 100% | View → |
| 4Runner | 111 | -$623 | +$3 | $58,713 | 64.9% | View → |
| Gladiator | 108 | -$5,125 | -$5,249 | $47,819 | 100% | View → |
| Canyon | 106 | -$1,204 | -$1,245 | $52,365 | 97.8% | View → |
| Silverado 3500 HD | 99 | -$805 | -$52 | $77,180 | 98.9% | View → |
| K4 | 91 | -$679 | -$573 | $24,421 | 100% | View → |
| Mustang | 85 | -$1,653 | -$1,892 | $46,950 | 100% | View → |
| Encore GX | 85 | -$131 | -$141 | $33,075 | 100% | View → |
| Telluride | 79 | -$1,595 | -$1,266 | $49,379 | 100% | View → |
| Sorento Hybrid | 77 | -$1,495 | -$1,106 | $47,232 | 100% | View → |
| K5 | 73 | -$919 | -$690 | $31,740 | 100% | View → |
| Ascent | 65 | +$23 | -$1,092 | $50,790 | 6.5% | View → |
| Grand Highlander | 64 | -$45 | +$281 | $58,216 | 54.7% | View → |
| Navigator | 59 | +$3,017 | +$3,001 | $117,540 | 0% | View → |
| Aviator | 55 | +$5,000 | +$5,181 | $83,920 | 0% | View → |
| Sequoia | 53 | -$2,040 | -$816 | $80,834 | 73.6% | View → |
| Charger | 53 | -$4,083 | -$4,421 | $58,475 | 100% | View → |
| Highlander Hybrid | 51 | +$75 | +$403 | $58,133 | 54.9% | View → |
| Land Cruiser | 51 | -$94 | +$360 | $72,815 | 52.9% | View → |
| Tacoma Hybrid | 48 | -$1,447 | -$611 | $58,959 | 75% | View → |
| RX | 40 | +$971 | -$28 | $64,792 | 20% | View → |
| CT5 | 40 | -$88 | +$213 | $58,942 | 100% | View → |
| Prius | 40 | -$96 | +$63 | $36,153 | 55% | View → |
| Sierra 3500 HD | 36 | -$1,715 | -$2,738 | $95,354 | 100% | View → |
| 4Runner Hybrid | 30 | +$60 | +$148 | $65,442 | 30% | View → |
| RAM 5500 Chassis Cab | 27 | -$1,556 | -$1,865 | $79,110 | 100% | View → |
| Mustang Mach-E | 27 | -$3,500 | -$3,481 | $54,000 | 100% | View → |
| NX | 27 | +$488 | -$40 | $55,975 | 44.4% | View → |
| XT5 | 24 | -$309 | -$48 | $60,930 | 100% | View → |
| LYRIQ | 24 | -$262 | +$210 | $75,653 | 95.8% | View → |
| RAM ProMaster | 24 | -$4,000 | -$3,998 | $53,380 | 100% | View → |
| TX | 23 | -$191 | -$193 | $70,454 | 39.1% | View → |
| K4 Hatchback | 22 | -$994 | -$764 | $29,313 | 100% | View → |
| WRX | 22 | +$317 | -$823 | $39,535 | 0% | View → |
| Optiq | 21 | -$490 | -$36 | $60,406 | 100% | View → |
| Escalade | 21 | +$315 | +$57 | $129,065 | 94.4% | View → |
| Highlander | 20 | +$26 | +$150 | $55,253 | 55% | View → |
| RAM 3500 Chassis Cab | 19 | -$1,868 | -$1,942 | $72,570 | 100% | View → |
| Niro | 19 | -$953 | -$680 | $33,980 | 100% | View → |
| Impreza | 18 | +$43 | -$640 | $30,722 | 18.8% | View → |
| GR86 | 17 | -$398 | +$191 | $39,850 | 64.7% | View → |
| GV70 | 16 | +$1,357 | +$1,206 | $66,885 | 0% | View → |
| Corvette Stingray | 14 | +$779 | +$85 | $94,517 | 78.6% | View → |
| GV80 | 14 | +$1,514 | +$1,479 | $76,898 | 0% | View → |
| GR Corolla | 14 | -$372 | +$58 | $48,857 | 71.4% | View → |
| RX Hybrid | 14 | +$885 | +$399 | $67,004 | 0% | View → |
| Vistiq | 11 | -$725 | +$176 | $81,520 | 81.8% | View → |
| ES 300h Hybrid | 11 | +$885 | +$345 | $57,990 | 9.1% | View → |
| GX | 10 | +$1,614 | +$1,631 | $88,469 | 0% | View → |
| TX 500h Hybrid | 9 | +$464 | -$170 | $77,184 | 22.2% | View → |
| IS | 9 | +$46 | -$43 | $55,978 | 22.2% | View → |
| Hummer EV SUV | 9 | -$4,933 | -$4,511 | $107,440 | 100% | View → |
| G80 | 8 | +$810 | +$952 | $81,155 | 0% | View → |
| Voyager | 6 | -$2,917 | -$3,119 | $40,503 | 100% | View → |
| Escalade ESV | 5 | $0 | +$53 | $130,390 | 100% | View → |
| Hummer EV Pickup | 5 | -$9,829 | -$4,558 | $93,320 | 100% | View → |
| NX 450h+ Plug-in | 5 | -$436 | +$221 | $62,760 | 60% | 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 Iowa and refreshed every 24 hours.
We only include models with at least five active listings in Iowa 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