Wisconsin Dealer Markups & New Car Prices
Live markup data from 411 Wisconsin dealers across 29,636 active listings. Updated daily.
Active listings
29,636
Avg markup in state
-$2,027
National avg markup
-$1,702
% priced below MSRP
89.8%
The short version
Wisconsin dealers are charging an average markup of -$2,027 over sticker, which is slightly lower than the national average of -$1,702 (a 19% discount). Of 29,636 current listings, 89.8% are priced below total MSRP, the strongest signal of a negotiable deal.
Markup by model in Wisconsin
| Model | Listings | Avg markup (WI) | Avg markup (US) | Median price | % below MSRP | |
|---|---|---|---|---|---|---|
| RAM 1500 | 1,501 | -$6,774 | -$7,095 | $57,953 | 100% | View → |
| F-150 | 1,034 | -$4,100 | -$4,286 | $62,810 | 100% | View → |
| Grand Cherokee | 930 | -$4,616 | -$4,590 | $47,167 | 100% | View → |
| Explorer | 924 | -$3,202 | -$3,252 | $53,365 | 100% | View → |
| Outback | 869 | -$1,377 | -$1,339 | $46,268 | 64.4% | View → |
| Super Duty | 851 | -$2,716 | -$2,505 | $80,685 | 100% | View → |
| RAV4 | 713 | +$174 | +$512 | $42,469 | 70.8% | View → |
| Bronco Sport | 628 | -$2,696 | -$2,503 | $36,448 | 100% | View → |
| Tundra | 622 | -$2,548 | -$1,178 | $65,596 | 92.9% | View → |
| Tacoma | 601 | -$1,726 | -$527 | $47,492 | 87.9% | View → |
| CR-V | 559 | — | — | $0 | — | View → |
| Maverick | 545 | -$374 | -$374 | $38,665 | 100% | View → |
| Compass | 523 | -$1,776 | -$1,700 | $34,470 | 100% | View → |
| Silverado 1500 | 515 | -$301 | -$152 | $62,620 | 99.8% | View → |
| Crosstrek | 500 | -$757 | -$691 | $36,321 | 63.1% | View → |
| HR-V | 490 | — | — | $0 | — | View → |
| Cherokee | 474 | -$4,389 | -$4,354 | $39,685 | 100% | View → |
| Wrangler | 460 | -$2,821 | -$2,796 | $52,955 | 100% | View → |
| Sportage | 449 | -$873 | -$769 | $34,519 | 100% | View → |
| Sierra 1500 | 447 | -$3,445 | -$2,273 | $67,894 | 97.8% | View → |
| RAM 2500 | 436 | -$2,887 | -$3,820 | $69,563 | 100% | View → |
| Forester | 416 | -$283 | -$733 | $39,320 | 43.9% | View → |
| Tucson | 396 | +$435 | +$83 | $34,703 | 37.5% | View → |
| Bronco | 392 | -$2,982 | -$2,885 | $56,188 | 100% | View → |
| Ridgeline | 386 | — | — | $0 | — | View → |
| Camry | 378 | -$737 | -$56 | $38,073 | 86% | View → |
| Sierra 2500 HD | 377 | -$3,416 | -$2,989 | $81,407 | 98.7% | View → |
| Seltos | 362 | -$702 | -$651 | $30,200 | 100% | View → |
| Accord | 352 | — | — | $0 | — | View → |
| Sorento | 335 | -$1,145 | -$912 | $43,414 | 100% | View → |
| Silverado 2500 HD | 311 | -$799 | -$222 | $71,195 | 97.7% | View → |
| Expedition | 310 | -$31 | -$116 | $86,170 | 100% | View → |
| Sienna | 300 | +$97 | +$451 | $54,427 | 77.7% | View → |
| Pilot | 292 | — | — | $0 | — | View → |
| Corolla | 291 | -$226 | +$107 | $27,279 | 80.1% | View → |
| Grand Wagoneer | 280 | $0 | -$2 | $79,785 | 100% | View → |
| Elantra | 280 | +$494 | -$1,742 | $24,323 | 15.2% | View → |
| Santa Fe | 278 | +$521 | -$1,349 | $47,443 | 28.1% | View → |
| Durango | 277 | -$379 | -$489 | $51,910 | 100% | View → |
| Corolla Cross | 275 | -$260 | +$183 | $34,288 | 78.5% | View → |
| Palisade | 275 | -$384 | -$1,402 | $52,586 | 73.3% | View → |
| Tucson Hybrid | 265 | +$585 | -$152 | $36,750 | 26.7% | View → |
| Odyssey | 262 | — | — | $0 | — | View → |
| Carnival | 258 | -$1,206 | -$1,091 | $43,829 | 100% | View → |
| Santa Fe Hybrid | 254 | +$1,707 | -$895 | $42,706 | 3.4% | View → |
| Telluride Hybrid | 253 | -$1,971 | -$1,589 | $55,833 | 100% | View → |
| Sportage Hybrid | 232 | -$1,029 | -$828 | $37,207 | 100% | View → |
| Passport | 226 | — | — | $0 | — | View → |
| Pacifica | 211 | -$5,415 | -$5,395 | $46,500 | 100% | View → |
| Enclave | 208 | -$895 | -$300 | $58,870 | 100% | View → |
| Grand Highlander Hybrid | 198 | +$128 | +$480 | $59,692 | 76.3% | View → |
| Ascent | 189 | -$1,477 | -$1,433 | $50,494 | 66.5% | View → |
| Gladiator | 188 | -$4,141 | -$4,932 | $50,125 | 100% | View → |
| 4Runner | 185 | -$519 | -$12 | $56,108 | 83.2% | View → |
| Envision | 183 | -$474 | -$204 | $48,904 | 100% | View → |
| Envista | 176 | -$262 | -$190 | $30,275 | 100% | View → |
| Ranger | 176 | -$1,909 | -$1,972 | $45,478 | 100% | View → |
| Nautilus | 172 | +$4,500 | +$4,570 | $71,240 | 0% | View → |
| Civic Sedan | 170 | — | — | $0 | — | View → |
| K5 | 163 | -$761 | -$675 | $31,777 | 100% | View → |
| Palisade Hybrid | 160 | +$1,405 | +$1,154 | $51,604 | 7.7% | View → |
| Telluride | 160 | -$1,521 | -$1,341 | $52,935 | 100% | View → |
| RAM ProMaster | 160 | -$3,775 | -$3,826 | $54,433 | 100% | View → |
| Acadia | 159 | -$1,878 | -$1,699 | $56,573 | 96.2% | View → |
| Carnival Hybrid | 157 | -$1,384 | -$1,253 | $49,796 | 100% | View → |
| Yukon XL | 147 | -$2,292 | -$1,440 | $94,000 | 90.5% | View → |
| K4 | 137 | -$564 | -$567 | $24,418 | 100% | View → |
| Sonata | 136 | +$444 | +$189 | $30,649 | 40% | View → |
| Encore GX | 134 | -$183 | -$127 | $32,775 | 100% | View → |
| Charger | 133 | -$4,755 | -$4,871 | $56,775 | 100% | View → |
| Terrain | 133 | -$743 | -$538 | $40,799 | 91% | View → |
| MDX | 127 | — | — | $0 | — | View → |
| Navigator | 123 | +$2,484 | +$1,738 | $114,670 | 0% | View → |
| Sorento Hybrid | 115 | -$1,339 | -$1,119 | $47,232 | 100% | View → |
| Canyon | 111 | -$1,433 | -$927 | $50,465 | 96.4% | View → |
| Yukon | 109 | -$1,756 | -$973 | $93,250 | 93.6% | View → |
| Silverado 3500 HD | 104 | -$484 | +$65 | $76,450 | 99% | View → |
| Sequoia | 102 | -$1,418 | -$302 | $85,940 | 81.4% | View → |
| Civic Hatchback | 101 | — | — | $0 | — | View → |
| Grand Highlander | 99 | -$133 | +$246 | $58,390 | 80.8% | View → |
| GV70 | 98 | +$1,143 | +$1,226 | $59,860 | 5.1% | View → |
| GV80 | 92 | +$1,481 | +$1,520 | $84,728 | 1.1% | View → |
| RAM 3500 | 89 | -$4,264 | -$4,708 | $78,494 | 100% | View → |
| Tucson PHEV | 87 | -$318 | -$1,486 | $50,055 | 100% | View → |
| Sierra 3500 HD | 87 | -$3,827 | -$2,449 | $86,843 | 97.6% | View → |
| Santa Cruz | 80 | +$823 | -$38 | $34,873 | 33.3% | View → |
| Land Cruiser | 78 | -$642 | +$285 | $72,816 | 85.9% | View → |
| WRX | 75 | -$1,021 | -$714 | $38,631 | 67.6% | View → |
| Mustang | 71 | -$1,535 | -$1,857 | $50,630 | 100% | View → |
| Prius | 67 | -$280 | +$53 | $36,891 | 86.6% | View → |
| Aviator | 65 | +$4,500 | +$4,500 | $84,450 | 0% | View → |
| Impreza | 61 | -$404 | -$561 | $30,521 | 55% | View → |
| RX | 60 | -$235 | +$89 | $64,166 | 80% | View → |
| 4Runner Hybrid | 60 | -$0 | +$68 | $66,011 | 80% | View → |
| TX | 60 | -$467 | -$54 | $67,883 | 75% | View → |
| RAM 5500 Chassis Cab | 58 | -$2,500 | -$2,377 | $80,140 | 100% | View → |
| Prologue | 58 | — | — | $0 | — | View → |
| CT5 | 53 | -$17 | +$152 | $59,365 | 96.2% | View → |
| Tacoma Hybrid | 52 | -$1,612 | -$733 | $58,919 | 90.4% | View → |
| Venue | 52 | +$1,124 | +$1,335 | $24,719 | 0% | View → |
| K4 Hatchback | 50 | -$696 | -$719 | $26,695 | 100% | View → |
| Mustang Mach-E | 47 | -$4,000 | -$4,219 | $53,550 | 100% | View → |
| Elantra N | 46 | +$1,173 | +$1,695 | $36,906 | 25% | View → |
| Kona | 46 | +$104 | +$140 | $29,266 | 44.4% | View → |
| XT5 | 45 | -$153 | -$80 | $62,520 | 100% | View → |
| Highlander | 41 | +$78 | +$237 | $56,073 | 85.4% | View → |
| RAM 3500 Chassis Cab | 39 | -$2,308 | -$2,408 | $69,590 | 100% | View → |
| ADX | 38 | — | — | $0 | — | View → |
| Voyager | 34 | -$2,669 | -$2,663 | $40,635 | 100% | View → |
| Highlander Hybrid | 32 | +$94 | +$376 | $58,892 | 75% | View → |
| IONIQ 5 | 32 | — | -$9,648 | $0 | — | View → |
| LYRIQ | 28 | $0 | +$90 | $75,330 | 100% | View → |
| Corvette Stingray | 25 | +$190 | +$345 | $96,460 | 84% | View → |
| GR Corolla | 25 | -$599 | +$88 | $49,601 | 84% | View → |
| NX | 25 | -$663 | +$68 | $53,047 | 68% | View → |
| G70 | 24 | +$985 | +$905 | $58,000 | 0% | View → |
| Optiq | 22 | +$87 | -$29 | $58,968 | 95.5% | View → |
| Escalade | 21 | $0 | +$138 | $129,660 | 100% | View → |
| EV9 | 21 | -$2,105 | -$1,799 | $73,150 | 100% | View → |
| Integra | 20 | — | — | $0 | — | View → |
| Niro | 19 | -$686 | -$651 | $33,300 | 100% | View → |
| Escape | 19 | -$5,000 | -$5,072 | $32,670 | 100% | View → |
| GR86 | 18 | -$308 | +$155 | $37,880 | 77.8% | View → |
| Vistiq | 16 | -$190 | +$128 | $83,606 | 18.8% | View → |
| TX 500h Hybrid | 16 | -$600 | +$15 | $75,293 | 81.3% | View → |
| NX Hybrid | 15 | +$91 | +$513 | $59,857 | 26.7% | View → |
| IS | 15 | +$354 | -$18 | $57,247 | 6.7% | View → |
| NX 450h+ Plug-in | 14 | -$611 | +$112 | $61,528 | 92.9% | View → |
| RDX | 14 | — | — | $0 | — | View → |
| Corvette Z06 | 14 | -$1,867 | +$99 | $152,185 | 100% | View → |
| Civic Type R | 12 | — | — | $0 | — | View → |
| Civic Si | 11 | — | — | $0 | — | View → |
| Sportage Plug-in Hybrid | 11 | -$1,383 | -$1,041 | $47,409 | 100% | View → |
| EV6 | 11 | -$1,492 | -$1,185 | $50,403 | 100% | View → |
| ES 300h Hybrid | 10 | +$470 | +$441 | $57,581 | 0% | View → |
| Hummer EV Pickup | 10 | -$7,402 | -$5,368 | $94,181 | 100% | View → |
| BRZ | 9 | -$477 | -$491 | $38,756 | 44.4% | View → |
| RX Hybrid | 9 | +$100 | +$413 | $70,897 | 11.1% | View → |
| G80 | 8 | +$869 | +$913 | $81,068 | 0% | View → |
| Escalade ESV | 8 | $0 | +$137 | $133,673 | 100% | View → |
| RAM 4500 Chassis Cab | 7 | -$2,500 | -$2,326 | $76,000 | 100% | View → |
| Silverado EV | 7 | -$313 | -$198 | $80,129 | 100% | View → |
| Hummer EV SUV | 7 | -$2,254 | -$4,550 | $109,415 | 100% | View → |
| GX | 7 | +$433 | +$1,163 | $78,070 | 0% | View → |
| Sierra EV | 7 | -$3,870 | -$3,016 | $66,585 | 85.7% | View → |
| CT5-V | 6 | +$4,018 | +$800 | $124,389 | 83.3% | View → |
| G90 | 6 | +$3,408 | +$3,027 | $105,490 | 0% | View → |
| IONIQ 9 | 6 | — | -$9,020 | $0 | — | View → |
| Escalade IQ | 6 | $0 | -$195 | $137,284 | 100% | View → |
| RZ Electric | 5 | -$1,658 | +$115 | $51,992 | 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 Wisconsin and refreshed every 24 hours.
We only include models with at least five active listings in Wisconsin 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