Wisconsin Dealer Markups & New Car Prices
Live markup data from 384 Wisconsin dealers across 33,754 active listings. Updated daily.
Active listings
33,754
Avg markup in state
-$1,909
National avg markup
-$1,558
% priced below MSRP
90.6%
The short version
Wisconsin dealers are charging an average markup of -$1,909 over sticker, which is slightly lower than the national average of -$1,558 (a 23% discount). Of 33,754 current listings, 90.6% 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 | |
|---|---|---|---|---|---|---|
| Silverado 1500 | 2,104 | -$174 | -$83 | $62,590 | 99.9% | View → |
| RAM 1500 | 1,974 | -$5,322 | -$5,491 | $61,455 | 100% | View → |
| F-150 | 1,973 | -$4,447 | -$4,161 | $62,910 | 100% | View → |
| Grand Cherokee | 1,535 | -$3,226 | -$3,299 | $49,370 | 100% | View → |
| Sierra 1500 | 1,472 | -$3,486 | -$2,268 | $65,900 | 99.6% | View → |
| Explorer | 1,303 | -$2,261 | -$2,097 | $53,530 | 100% | View → |
| Outback | 1,081 | -$1,225 | -$1,253 | $44,927 | 59.1% | View → |
| Super Duty | 1,012 | -$1,913 | -$2,057 | $79,058 | 100% | View → |
| RAV4 | 887 | +$172 | +$556 | $42,735 | 59.4% | View → |
| Bronco Sport | 817 | -$2,349 | -$2,454 | $36,865 | 100% | View → |
| Tacoma | 705 | -$1,938 | -$524 | $47,498 | 88.5% | View → |
| Forester | 693 | -$473 | -$765 | $39,347 | 44.2% | View → |
| Silverado 2500 HD | 689 | -$828 | -$203 | $70,180 | 99.5% | View → |
| RAM 2500 | 655 | -$2,362 | -$3,670 | $71,195 | 100% | View → |
| Envision | 623 | -$371 | -$206 | $49,100 | 100% | View → |
| Wrangler | 617 | -$3,207 | -$3,270 | $52,935 | 100% | View → |
| Sierra 2500 HD | 548 | -$3,917 | -$2,982 | $82,877 | 99% | View → |
| Tundra | 522 | -$3,064 | -$1,651 | $65,045 | 93.9% | View → |
| Pacifica | 514 | -$3,063 | -$3,120 | $47,388 | 100% | View → |
| Crosstrek | 494 | -$1,087 | -$900 | $36,140 | 64.4% | View → |
| Enclave | 469 | -$827 | -$334 | $59,025 | 100% | View → |
| Maverick | 466 | -$1,061 | -$955 | $37,755 | 100% | View → |
| Cherokee | 463 | -$3,032 | -$3,539 | $40,420 | 100% | View → |
| Compass | 449 | -$2,306 | -$2,164 | $34,055 | 100% | View → |
| Camry | 433 | -$624 | +$65 | $36,622 | 70% | View → |
| Sportage | 430 | -$869 | -$752 | $35,033 | 100% | View → |
| Acadia | 429 | -$1,789 | -$1,202 | $56,247 | 98.1% | View → |
| Bronco | 417 | -$3,626 | -$2,813 | $53,370 | 100% | View → |
| Envista | 398 | -$335 | -$147 | $29,886 | 99.7% | View → |
| Sienna | 392 | +$31 | +$399 | $54,220 | 61.7% | View → |
| Seltos | 377 | -$744 | -$654 | $30,498 | 100% | View → |
| Sportage Hybrid | 348 | -$977 | -$832 | $37,207 | 100% | View → |
| Corolla | 321 | -$161 | +$247 | $27,704 | 72% | View → |
| Ranger | 310 | -$1,394 | -$2,006 | $45,428 | 100% | View → |
| Durango | 309 | -$788 | -$790 | $51,710 | 100% | View → |
| Expedition | 309 | -$261 | -$219 | $86,580 | 100% | View → |
| Telluride Hybrid | 287 | -$1,843 | -$1,542 | $55,714 | 100% | View → |
| Corolla Cross | 285 | -$283 | +$219 | $34,055 | 71.9% | View → |
| Carnival | 278 | -$1,183 | -$1,087 | $43,788 | 100% | View → |
| Grand Wagoneer | 275 | -$393 | -$351 | $80,250 | 100% | View → |
| Terrain | 269 | -$805 | -$292 | $42,000 | 95.9% | View → |
| Yukon XL | 260 | -$3,461 | -$1,850 | $94,397 | 95.3% | View → |
| Sorento | 249 | -$1,120 | -$890 | $43,414 | 100% | View → |
| Encore GX | 248 | -$432 | -$139 | $32,741 | 100% | View → |
| Ascent | 227 | -$1,091 | -$1,096 | $50,083 | 61.8% | View → |
| Nautilus | 221 | +$4,000 | +$4,000 | $71,155 | 0% | View → |
| Silverado 3500 HD | 216 | -$585 | -$52 | $74,894 | 99.5% | View → |
| Yukon | 211 | -$2,239 | -$1,128 | $93,715 | 95.9% | View → |
| Carnival Hybrid | 198 | -$1,415 | -$1,286 | $50,031 | 100% | View → |
| 4Runner | 173 | -$610 | +$7 | $57,085 | 75.7% | View → |
| Grand Highlander Hybrid | 159 | +$116 | +$548 | $59,427 | 63.5% | View → |
| Gladiator | 156 | -$4,603 | -$5,233 | $49,676 | 100% | View → |
| Telluride | 154 | -$1,450 | -$1,267 | $52,109 | 100% | View → |
| Charger | 153 | -$4,350 | -$4,421 | $57,475 | 100% | View → |
| RAM 3500 | 149 | -$3,373 | -$4,345 | $79,195 | 100% | View → |
| Canyon | 143 | -$1,994 | -$1,288 | $50,035 | 97.2% | View → |
| Navigator | 139 | +$3,237 | +$3,091 | $115,990 | 0% | View → |
| Sorento Hybrid | 132 | -$1,252 | -$1,101 | $47,119 | 100% | View → |
| K4 | 121 | -$581 | -$574 | $25,221 | 100% | View → |
| Sierra 3500 HD | 120 | -$3,207 | -$2,735 | $88,699 | 98.1% | View → |
| RAM ProMaster | 117 | -$4,000 | -$3,998 | $54,310 | 100% | View → |
| Mustang | 111 | -$1,698 | -$1,883 | $48,750 | 100% | View → |
| GV80 | 109 | +$1,464 | +$1,479 | $78,445 | 0% | View → |
| K5 | 102 | -$750 | -$690 | $32,074 | 100% | View → |
| Grand Highlander | 101 | -$77 | +$280 | $58,158 | 69.3% | View → |
| WRX | 98 | -$928 | -$820 | $38,943 | 65.3% | View → |
| GV70 | 97 | +$1,153 | +$1,206 | $60,060 | 3.1% | View → |
| RAM 5500 Chassis Cab | 93 | -$1,823 | -$1,865 | $80,505 | 100% | View → |
| Highlander Hybrid | 77 | +$218 | +$418 | $58,432 | 54.5% | View → |
| CT5 | 74 | +$85 | +$221 | $60,385 | 95.9% | View → |
| Sequoia | 73 | -$2,752 | -$871 | $82,823 | 84.9% | View → |
| RX | 72 | +$101 | -$35 | $65,032 | 52.8% | View → |
| Tacoma Hybrid | 70 | -$1,765 | -$595 | $59,248 | 85.7% | View → |
| XT5 | 70 | -$81 | -$44 | $62,250 | 100% | View → |
| Niro | 67 | -$821 | -$681 | $33,812 | 100% | View → |
| Impreza | 65 | -$843 | -$657 | $29,384 | 64.1% | View → |
| TX | 64 | -$252 | -$198 | $67,959 | 64.1% | View → |
| NX | 63 | -$139 | -$50 | $53,675 | 68.3% | View → |
| 4Runner Hybrid | 61 | -$373 | +$154 | $66,330 | 70.5% | View → |
| Prius | 54 | -$631 | +$62 | $36,707 | 81.5% | View → |
| RAM 3500 Chassis Cab | 49 | -$1,929 | -$1,942 | $70,710 | 100% | View → |
| K4 Hatchback | 48 | -$768 | -$768 | $28,671 | 100% | View → |
| LYRIQ | 48 | +$332 | +$208 | $72,055 | 95.8% | View → |
| Mustang Mach-E | 47 | -$3,500 | -$3,480 | $52,995 | 100% | View → |
| Escalade | 40 | $0 | +$64 | $129,660 | 100% | View → |
| Aviator | 36 | +$5,000 | +$5,183 | $85,310 | 0% | View → |
| GR Corolla | 32 | -$797 | +$48 | $49,729 | 78.1% | View → |
| Land Cruiser | 27 | -$349 | +$410 | $73,077 | 59.3% | View → |
| RX Hybrid | 27 | +$246 | +$391 | $66,888 | 40.7% | View → |
| G70 | 25 | +$1,018 | +$955 | $56,445 | 0% | View → |
| Optiq | 25 | +$140 | -$38 | $60,830 | 96% | View → |
| Corvette Stingray | 24 | -$938 | +$85 | $91,906 | 91.7% | View → |
| TX 500h Hybrid | 23 | -$668 | -$185 | $75,170 | 78.3% | View → |
| GR86 | 22 | -$247 | +$180 | $37,798 | 68.2% | View → |
| Vistiq | 20 | -$344 | +$168 | $82,920 | 75% | View → |
| Corvette Z06 | 19 | -$2,607 | -$234 | $152,040 | 100% | View → |
| Voyager | 18 | -$3,250 | -$3,149 | $40,253 | 100% | View → |
| Escalade ESV | 17 | $0 | +$87 | $129,519 | 100% | View → |
| ES 300h Hybrid | 17 | +$309 | +$338 | $55,894 | 29.4% | View → |
| Highlander | 17 | +$82 | +$139 | $57,142 | 70.6% | View → |
| GX | 13 | +$726 | +$1,580 | $88,955 | 0% | View → |
| IS | 12 | -$33 | -$63 | $54,646 | 50% | View → |
| Sportage Plug-in Hybrid | 12 | -$1,313 | -$1,068 | $47,320 | 100% | View → |
| RAM 4500 Chassis Cab | 10 | -$2,050 | -$1,921 | $76,865 | 100% | View → |
| G80 | 9 | +$994 | +$952 | $73,165 | 0% | View → |
| EV9 | 8 | -$2,193 | -$1,710 | $72,756 | 100% | View → |
| Hummer EV Pickup | 8 | -$8,061 | -$4,754 | $95,262 | 100% | View → |
| BRZ | 7 | -$999 | -$405 | $38,304 | 71.4% | View → |
| RX 450h+ Plug-in | 7 | +$359 | +$192 | $71,017 | 14.3% | View → |
| ES | 6 | +$305 | -$30 | $57,426 | 33.3% | View → |
| EV6 | 6 | -$1,511 | -$1,162 | $51,775 | 100% | View → |
| G90 | 6 | +$3,408 | +$2,997 | $105,490 | 0% | View → |
| GV80 Coupe | 6 | +$1,856 | +$1,885 | $90,735 | 0% | View → |
| NX 450h+ Plug-in | 6 | -$584 | +$194 | $61,611 | 100% | View → |
| Sierra EV | 6 | -$4,584 | -$2,492 | $76,466 | 80% | View → |
| CT5-V | 5 | +$4,000 | +$1,613 | $130,065 | 80% | View → |
| LX | 5 | -$943 | +$68 | $119,174 | 80% | View → |
| NX Hybrid | 5 | -$20 | +$423 | $54,820 | 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.
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