Popular Cars Selling for 8% Above Sticker Price, Data Shows

LOS ANGELES, Calif. — Popular cars are selling for an average of 8% above their manufacturer’s suggested retail price (MSRP), according to data from TrueCar analyzed by Consumer Reports. The trend highlights the ongoing challenges buyers face in securing new vehicles at or below sticker price, particularly for in-demand models.

The analysis identified 10 models that consistently sell above MSRP, including the Toyota GR86, Ford Bronco, and GMC Sierra. The premium adds at least $2,239 to the Ford Maverick, the least expensive car on the list, and up to $3,606 for the Toyota Grand Highlander. Dealers are capitalizing on high demand, with buyers willing to pay extra for popular trims and configurations.

“Dealers are finding buyers willing to pay that premium,” said a Consumer Reports spokesperson. “If you’re looking for something new to drive and don’t want to spend more than necessary, shop around for the best possible price before signing the purchase agreement.”

Many of the vehicles on the list, such as the Ford Mustang Mach-E and Toyota 4Runner, can exceed $50,000 for higher trims before additional packages or markups. The 8% premium can add thousands of dollars to the final price, making it crucial for buyers to compare prices across dealerships.

Consumer Reports also noted that dealers often prioritize stocking higher-trim models, which are more profitable and less likely to sell at or below MSRP. Base models, which are more affordable, are rarely available on lots, further driving up costs for buyers.

The data underscores a broader trend in the automotive market, where supply chain disruptions and high demand have created a seller’s market. Buyers are advised to research thoroughly and negotiate aggressively to avoid overpaying for popular models.