Wisconsin Dealer Markups & New Car Prices
Live markup data from 416 Wisconsin dealers across 31,708 active listings. Updated daily.
Active listings
31,708
Avg markup in state
-$2,201
National avg markup
-$1,790
% priced below MSRP
92.1%
The short version
Wisconsin dealers are charging an average markup of -$2,201 over sticker, which is slightly lower than the national average of -$1,790 (a 23% discount). Of 31,708 current listings, 92.1% 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 | 2,035 | -$7,966 | -$7,556 | $57,992 | 100% | View → |
| Grand Cherokee | 1,233 | -$4,234 | -$4,355 | $47,875 | 100% | View → |
| Outback | 969 | -$1,537 | -$1,341 | $44,713 | 65.2% | View → |
| F-150 | 944 | -$3,789 | -$3,978 | $63,473 | 100% | View → |
| Explorer | 925 | -$3,724 | -$4,124 | $50,860 | 100% | View → |
| Super Duty | 765 | -$1,248 | -$805 | $83,245 | 100% | View → |
| Bronco Sport | 717 | -$1,901 | -$2,020 | $37,125 | 100% | View → |
| Maverick | 676 | -$558 | -$667 | $38,230 | 100% | View → |
| RAV4 | 654 | +$193 | +$604 | $42,421 | 80.1% | View → |
| Compass | 638 | -$1,771 | -$1,943 | $34,485 | 100% | View → |
| RAM 2500 | 617 | -$1,522 | -$2,112 | $70,360 | 100% | View → |
| Tundra | 592 | -$2,149 | -$1,355 | $66,199 | 93.2% | View → |
| HR-V | 580 | — | — | $0 | — | View → |
| Wrangler | 569 | -$4,105 | -$3,129 | $50,020 | 100% | View → |
| Cherokee | 552 | -$2,473 | -$2,475 | $41,310 | 100% | View → |
| Tacoma | 548 | -$1,692 | -$672 | $47,013 | 92.5% | View → |
| Silverado 1500 | 536 | -$336 | -$123 | $62,235 | 99.8% | View → |
| Crosstrek | 534 | -$750 | -$778 | $36,083 | 56.1% | View → |
| Camry | 481 | -$680 | -$145 | $36,829 | 90% | View → |
| Sierra 1500 | 468 | -$2,074 | -$1,923 | $69,402 | 97% | View → |
| Santa Fe Hybrid | 464 | — | — | $0 | — | View → |
| Palisade | 451 | — | — | $0 | — | View → |
| Pacifica | 445 | -$5,611 | -$5,490 | $45,775 | 100% | View → |
| Bronco | 431 | -$2,738 | -$2,458 | $56,555 | 100% | View → |
| Santa Fe | 429 | — | — | $0 | — | View → |
| CR-V | 416 | — | — | $0 | — | View → |
| Sportage | 413 | -$878 | -$776 | $34,651 | 100% | View → |
| Ridgeline | 385 | — | — | $0 | — | View → |
| Forester | 378 | -$541 | -$912 | $39,052 | 47.9% | View → |
| Sierra 2500 HD | 378 | -$3,248 | -$2,645 | $82,914 | 98.1% | View → |
| Accord | 344 | — | — | $0 | — | View → |
| Sorento | 343 | -$1,156 | -$923 | $40,097 | 100% | View → |
| Grand Wagoneer | 327 | -$347 | -$158 | $79,045 | 100% | View → |
| Silverado 2500 HD | 324 | -$754 | -$195 | $72,115 | 98.1% | View → |
| Durango | 324 | -$380 | -$487 | $51,910 | 100% | View → |
| Tucson | 319 | — | — | $0 | — | View → |
| Corolla | 316 | -$243 | +$142 | $27,128 | 87.3% | View → |
| Odyssey | 284 | — | — | $0 | — | View → |
| Pilot | 281 | — | — | $0 | — | View → |
| Expedition | 277 | -$60 | -$164 | $85,020 | 100% | View → |
| Grand Highlander | 268 | +$49 | +$417 | $58,682 | 81% | View → |
| Sienna | 264 | +$63 | +$531 | $55,352 | 84.8% | View → |
| Palisade Hybrid | 262 | — | — | $0 | — | View → |
| Tucson Hybrid | 244 | — | — | $0 | — | View → |
| Gladiator | 225 | -$4,220 | -$4,559 | $49,959 | 100% | View → |
| Corolla Cross | 225 | -$196 | +$230 | $34,389 | 82.7% | View → |
| Passport | 224 | — | — | $0 | — | View → |
| Elantra | 222 | — | — | $0 | — | View → |
| 4Runner | 219 | -$395 | -$152 | $53,883 | 86.3% | View → |
| Ascent | 211 | -$1,840 | -$1,621 | $50,016 | 69.6% | View → |
| Seltos | 210 | -$787 | -$650 | $30,395 | 100% | View → |
| Carnival | 206 | -$1,237 | -$1,088 | $43,609 | 100% | View → |
| Enclave | 201 | -$902 | -$332 | $58,663 | 100% | View → |
| Terrain | 197 | -$825 | -$685 | $41,965 | 95.4% | View → |
| Sportage Hybrid | 192 | -$1,056 | -$839 | $37,272 | 100% | View → |
| Envision | 191 | -$384 | -$289 | $49,100 | 100% | View → |
| Telluride | 187 | -$1,519 | -$1,373 | $53,363 | 100% | View → |
| K5 | 184 | -$807 | -$717 | $32,898 | 100% | View → |
| Acadia | 179 | -$1,918 | -$1,533 | $56,618 | 98.3% | View → |
| Envista | 175 | -$640 | -$220 | $29,604 | 100% | View → |
| Charger | 163 | -$4,852 | -$5,416 | $56,370 | 100% | View → |
| Yukon XL | 147 | -$1,792 | -$1,147 | $95,151 | 89.8% | View → |
| Sonata | 147 | — | — | $0 | — | View → |
| Encore GX | 145 | -$540 | -$146 | $32,607 | 99.3% | View → |
| Navigator | 142 | +$2,218 | +$1,801 | $113,395 | 26.1% | View → |
| Nautilus | 138 | +$5,000 | +$5,000 | $74,515 | 0% | View → |
| Escape | 137 | -$5,263 | -$5,278 | $31,805 | 100% | View → |
| Sorento Hybrid | 135 | -$1,290 | -$1,086 | $47,229 | 100% | View → |
| Ranger | 132 | -$2,144 | -$2,232 | $44,943 | 100% | View → |
| Telluride Hybrid | 132 | -$1,985 | -$1,613 | $56,807 | 100% | View → |
| RAM 3500 | 127 | -$1,717 | -$2,375 | $80,315 | 100% | View → |
| RAM ProMaster | 125 | -$3,648 | -$3,788 | $54,045 | 100% | View → |
| Canyon | 125 | -$1,476 | -$895 | $49,860 | 97.6% | View → |
| Civic Sedan | 123 | — | — | $0 | — | View → |
| Sierra 3500 HD | 118 | -$3,988 | -$2,122 | $87,860 | 97.4% | View → |
| Santa Cruz | 116 | — | — | $0 | — | View → |
| Kona | 110 | — | — | $0 | — | View → |
| Silverado 3500 HD | 108 | -$351 | +$40 | $76,670 | 99.1% | View → |
| Yukon | 108 | -$1,626 | -$786 | $92,355 | 92.5% | View → |
| MDX | 106 | — | — | $0 | — | View → |
| Civic Hatchback | 98 | — | — | $0 | — | View → |
| K4 | 97 | -$625 | -$555 | $25,125 | 100% | View → |
| Sequoia | 96 | -$429 | -$248 | $86,529 | 83.3% | View → |
| Aviator | 92 | +$5,000 | +$5,000 | $84,080 | 0% | View → |
| Land Cruiser | 91 | -$359 | +$378 | $72,322 | 91.2% | View → |
| IONIQ 5 | 84 | — | — | $0 | — | View → |
| GV70 | 78 | +$1,356 | +$1,268 | $62,768 | 1.3% | View → |
| RAM 5500 Chassis Cab | 77 | -$2,435 | -$2,363 | $79,970 | 100% | View → |
| Mustang | 74 | -$2,622 | -$2,584 | $57,575 | 100% | View → |
| Impreza | 72 | -$699 | -$652 | $29,648 | 60% | View → |
| WRX | 70 | -$348 | -$482 | $38,447 | 44.1% | View → |
| 4Runner Hybrid | 69 | -$317 | -$205 | $64,979 | 84.1% | View → |
| GV80 | 68 | +$1,676 | +$1,538 | $85,373 | 0% | View → |
| Carnival Hybrid | 66 | -$1,285 | -$1,175 | $45,765 | 100% | View → |
| Mustang Mach-E | 64 | -$5,125 | -$5,169 | $52,108 | 100% | View → |
| Venue | 64 | — | — | $0 | — | View → |
| Elantra N | 60 | — | — | $0 | — | View → |
| Prius | 55 | -$526 | -$3 | $35,249 | 90.9% | View → |
| Tacoma Hybrid | 52 | -$1,996 | -$1,016 | $58,035 | 90.4% | View → |
| Voyager | 50 | -$2,750 | -$2,665 | $40,635 | 100% | View → |
| RX | 49 | -$684 | -$83 | $63,160 | 87.8% | View → |
| Niro | 49 | -$787 | -$663 | $31,852 | 100% | View → |
| XT5 | 47 | -$313 | -$70 | $61,895 | 97.9% | View → |
| ADX | 45 | — | — | $0 | — | View → |
| Highlander | 45 | +$133 | +$226 | $54,957 | 80% | View → |
| RAM 3500 Chassis Cab | 43 | -$2,326 | -$2,393 | $69,590 | 100% | View → |
| Prologue | 39 | — | — | $0 | — | View → |
| K4 Hatchback | 36 | -$798 | -$766 | $28,438 | 100% | View → |
| TX | 34 | -$672 | -$204 | $67,082 | 100% | View → |
| Highlander Hybrid | 29 | +$174 | +$357 | $58,582 | 79.3% | View → |
| CT5 | 29 | -$81 | +$132 | $59,115 | 96.6% | View → |
| RDX | 29 | — | — | $0 | — | View → |
| Tucson PHEV | 25 | — | — | $0 | — | View → |
| Integra | 24 | — | — | $0 | — | View → |
| LYRIQ | 23 | -$217 | -$51 | $72,590 | 100% | View → |
| NX | 21 | -$966 | -$73 | $56,845 | 90.5% | View → |
| Corvette Stingray | 19 | -$442 | +$433 | $92,580 | 94.7% | View → |
| Escalade | 18 | +$538 | +$154 | $126,925 | 94.4% | View → |
| Corvette Z06 | 18 | -$1,027 | -$59 | $147,980 | 94.4% | View → |
| IS | 17 | +$208 | -$108 | $56,722 | 58.8% | View → |
| Optiq | 17 | +$591 | +$109 | $59,098 | 94.1% | View → |
| IONIQ 9 | 15 | — | — | $0 | — | View → |
| Escalade ESV | 15 | +$725 | +$66 | $131,605 | 86.7% | View → |
| Sierra EV | 14 | -$4,517 | -$3,060 | $67,645 | 92.9% | View → |
| EV9 | 14 | -$2,123 | -$1,829 | $71,879 | 100% | View → |
| TX 500h Hybrid | 14 | -$664 | -$166 | $75,116 | 100% | View → |
| Hummer EV Pickup | 14 | -$5,071 | -$4,613 | $101,573 | 100% | View → |
| Trailseeker | 13 | -$307 | -$282 | $42,589 | 45.5% | View → |
| G70 | 13 | +$1,046 | +$903 | $57,520 | 0% | View → |
| RX Hybrid | 12 | -$75 | +$222 | $67,092 | 75% | View → |
| Sportage Plug-in Hybrid | 11 | -$1,382 | -$897 | $47,852 | 100% | View → |
| Civic Type R | 11 | — | — | $0 | — | View → |
| Civic Si | 10 | — | — | $0 | — | View → |
| CT5-V | 10 | +$2,411 | +$681 | $92,915 | 90% | View → |
| NX 450h+ Plug-in | 10 | -$1,187 | +$26 | $60,664 | 100% | View → |
| Escalade IQ | 10 | $0 | -$206 | $144,877 | 100% | View → |
| GR Corolla | 10 | -$360 | +$208 | $49,843 | 80% | View → |
| Silverado EV | 9 | -$363 | -$283 | $97,018 | 100% | View → |
| GR86 | 9 | -$22 | +$173 | $36,933 | 77.8% | View → |
| Grand Highlander Hybrid | 8 | -$138 | +$387 | $58,876 | 100% | View → |
| Niro EV | 8 | -$1,127 | -$1,062 | $41,836 | 100% | View → |
| RAM 4500 Chassis Cab | 8 | -$2,500 | -$2,301 | $76,148 | 100% | View → |
| Hummer EV SUV | 7 | -$3,417 | -$3,910 | $110,335 | 100% | View → |
| CT4 | 6 | +$249 | +$859 | $52,180 | 83.3% | View → |
| LX 700h Hybrid | 6 | -$1,158 | -$114 | $123,082 | 100% | View → |
| Uncharted | 6 | -$1,258 | -$397 | $43,394 | 80% | View → |
| RX 450h+ Plug-in | 6 | -$965 | +$58 | $69,477 | 66.7% | View → |
| G80 | 5 | +$886 | +$937 | $80,790 | 0% | View → |
| ES | 5 | +$239 | +$106 | $56,269 | 40% | View → |
| CT4-V | 5 | -$568 | -$48 | $60,722 | 100% | View → |
| BRZ | 5 | -$866 | -$429 | $38,016 | 50% | View → |
| GV80 Coupe | 5 | +$1,335 | +$1,170 | $90,640 | 0% | View → |
| Vistiq | 5 | -$1,298 | +$33 | $81,510 | 100% | View → |
| IONIQ 6 | 5 | — | — | $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 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