Key Findings
6.8%
avg discount off MSRP
$3,921
avg savings off MSRP
691
verified deals analyzed
The average new car buyer in April 2026 negotiated a discount of 6.8% off MSRP — about $3,921 below sticker on an average MSRP of $56,374. The average transaction price was $52,453.
But that average hides enormous variation. Some models saw discounts over 10% off MSRP. Others sold at full sticker or even above. Knowing where your car falls on that spectrum is the difference between a good deal and a bad one.
Average Discount by Brand
Volvo led all major brands with an average 9.2% discount off MSRP in April 2026. Kia had the smallest average discount among major brands at 3.1%.
| Brand | Deals | Avg MSRP | Avg Discount |
|---|---|---|---|
| Volvo | 3 | $90,653 | 9.2% |
| Audi | 15 | $56,060 | 9.0% |
| RAM | 46 | $73,876 | 9.0% |
| Volkswagen | 46 | $46,854 | 8.3% |
| Jeep | 11 | $41,766 | 8.0% |
| Mercedes-Benz | 12 | $64,677 | 8.0% |
| GMC | 78 | $63,966 | 7.9% |
| Chevrolet | 116 | $61,688 | 7.8% |
| Cadillac | 19 | $94,063 | 7.8% |
| Ford | 39 | $61,460 | 7.3% |
| BMW | 41 | $62,029 | 6.5% |
| Honda | 68 | $38,438 | 5.5% |
| Mazda | 25 | $36,929 | 5.4% |
| Lexus | 21 | $70,348 | 5.2% |
| Dodge | 3 | $61,798 | 5.0% |
| Toyota | 115 | $48,874 | 4.8% |
| Kia | 24 | $43,346 | 3.1% |
Based on brands with 3+ verified deals in April 2026.
Most Negotiable Models
These models had the largest average discounts below MSRP. If you're shopping for one of these, you have significant room to negotiate.
| Model | Deals | Avg MSRP | Avg Price Paid | Discount |
|---|---|---|---|---|
| RAM Promaster City | 3 | $57,370 | $46,543 | 18.9%$10,827 off |
| Audi Q5 | 2 | $59,980 | $51,984 | 13.3%$7,996 off |
| Volkswagen Id.4 | 6 | $53,766 | $46,994 | 12.7%$6,772 off |
| Audi A3 | 6 | $44,837 | $39,721 | 11.5%$5,116 off |
| Mazda CX-30 | 2 | $31,895 | $28,452 | 10.8%$3,443 off |
| Chevrolet Silverado 1500 | 47 | $60,250 | $53,861 | 10.5%$6,389 off |
| Ford F-250 | 5 | $77,895 | $70,278 | 10.3%$7,617 off |
| GMC Sierra 2500HD | 12 | $72,606 | $65,446 | 10.2%$7,160 off |
| Volkswagen Id. Buzz | 10 | $69,481 | $62,554 | 10.1%$6,927 off |
| Lexus LX | 4 | $121,503 | $109,213 | 10.1%$12,290 off |
The takeaway
RAM Promaster City buyers negotiated an average discount of $10,827 off MSRP in April 2026. If you're paying sticker price for any of these models, you're leaving money on the table.
Least Negotiable Models
These models sold closest to MSRP. Buyers had little room to negotiate, either because of high demand or limited inventory.
| Model | Deals | Avg MSRP | Avg Price Paid | Discount |
|---|---|---|---|---|
| Kia Telluride | 13 | $49,729 | $49,494 | 0.5%$235 off |
| Toyota Grand Highlander | 2 | $62,984 | $62,023 | 1.4%$961 off |
| Lexus Is | 2 | $54,609 | $53,609 | 1.8%$1,000 off |
| Toyota Highlander | 5 | $57,026 | $55,904 | 1.9%$1,122 off |
| Toyota RAV4 | 12 | $43,273 | $42,214 | 2.3%$1,059 off |
Kia Telluride averaged just $235 in savings — essentially selling near sticker. If you're set on one of these models, expect to pay close to the advertised price.
Where Buyers Got the Best Deals
Location matters. Discounts varied significantly by state, driven by dealer competition density, regional incentives, and inventory levels.
| State | Deals | Avg Discount |
|---|---|---|
| VA | 6 | 13.7% |
| MN | 17 | 10.1% |
| LA | 6 | 9.8% |
| AZ | 21 | 9.5% |
| MD | 13 | 8.9% |
| ND | 4 | 8.5% |
| WV | 4 | 8.3% |
| TN | 17 | 8.2% |
| UT | 2 | 8.1% |
| CA | 33 | 7.9% |
VA, MN, and LA led with discounts of 13.7%, 10.1%, and 9.8% off MSRP respectively.
Methodology
This analysis covers 691 new car deals submitted to CarWhere by verified buyers between April 1 and April 30, 2026. Each deal includes the actual transaction price the buyer paid along with the vehicle's MSRP.
Discount percentages represent the difference between MSRP and the buyer's transaction price. Model rankings require a minimum of 2 deals. Brand rankings require 3+ deals. State rankings require 2+ deals.
This data represents self-reported transactions from CarWhere users and may not reflect the broader national market. Deals are reviewed for accuracy before being included in the dataset.
Frequently Asked Questions
What was the average discount on a new car in April 2026?
Based on 691 verified buyer deals from April 2026, the average discount was 6.8% off MSRP — about $3,921 in savings on an average MSRP of $56,374.
Which car brands had the biggest discounts in April 2026?
Volvo had the largest average discount at 9.2% off MSRP in April 2026, followed by Audi (9.0%). Kia had the smallest average discount among major brands at 3.1%.
What new cars were hardest to negotiate on in April 2026?
Kia Telluride had the smallest average discount at 0.5% off MSRP in April 2026. Toyota Grand Highlander (1.4%) and Lexus Is (1.8%) also had very little room for negotiation.
Which state had the best car deals in April 2026?
VA had the highest average discount at 13.7% off MSRP in April 2026, followed by MN (10.1%) and LA (9.8%).
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