Key Findings
5.9%
avg discount off MSRP
$3,775
avg savings off MSRP
211
verified deals analyzed
The average new car buyer in December 2025 negotiated a discount of 5.9% off MSRP — about $3,775 below sticker on an average MSRP of $65,939. The average transaction price was $62,164.
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
RAM led all major brands with an average 11.2% discount off MSRP in December 2025. Lexus had the smallest average discount among major brands at 1.4%.
| Brand | Deals | Avg MSRP | Avg Discount |
|---|---|---|---|
| RAM | 7 | $85,148 | 11.2% |
| Jeep | 9 | $60,798 | 10.8% |
| Mazda | 3 | $31,750 | 9.6% |
| GMC | 7 | $81,918 | 8.1% |
| Acura | 6 | $57,366 | 7.7% |
| Mercedes-Benz | 3 | $77,135 | 7.1% |
| Subaru | 4 | $48,176 | 6.4% |
| Volvo | 5 | $65,535 | 6.2% |
| Ford | 30 | $78,689 | 6.2% |
| Audi | 14 | $77,033 | 6.1% |
| Toyota | 39 | $58,574 | 5.3% |
| Chevrolet | 22 | $77,234 | 5.3% |
| BMW | 32 | $72,029 | 5.0% |
| Volkswagen | 12 | $43,888 | 4.7% |
| Honda | 13 | $34,455 | 3.6% |
| Lexus | 5 | $60,627 | 1.4% |
Based on brands with 3+ verified deals in December 2025.
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 |
|---|---|---|---|---|
| Jeep Grand Cherokee | 5 | $51,196 | $44,359 | 13.5%$6,837 off |
| Jeep Wrangler | 2 | $65,458 | $57,867 | 12.6%$7,591 off |
| Chevrolet Silverado 1500 | 5 | $60,550 | $53,025 | 12.5%$7,525 off |
| Ford Bronco | 2 | $48,765 | $42,970 | 11.9%$5,795 off |
| RAM 1500 | 3 | $79,362 | $71,130 | 11.4%$8,232 off |
| RAM 2500 | 4 | $89,488 | $79,969 | 11.2%$9,519 off |
| Audi Q7 | 2 | $80,728 | $72,781 | 10.1%$7,947 off |
| Mazda CX-50 | 2 | $34,285 | $31,071 | 9.4%$3,214 off |
| Volkswagen Taos | 2 | $27,053 | $24,553 | 9.2%$2,500 off |
| Acura Mdx | 4 | $61,474 | $56,084 | 8.6%$5,390 off |
The takeaway
Jeep Grand Cherokee buyers negotiated an average discount of $6,837 off MSRP in December 2025. 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 |
|---|---|---|---|---|
| Volkswagen Golf R | 4 | $51,631 | $52,131 | -1.0%-$500 off |
| Toyota Sienna | 2 | $61,848 | $61,848 | 0.0%$0 off |
| BMW 5 Series | 2 | $66,995 | $66,495 | 0.7%$500 off |
| BMW M4 | 2 | $89,890 | $88,542 | 1.5%$1,348 off |
| Toyota Land Cruiser | 3 | $72,287 | $71,020 | 1.8%$1,267 off |
Volkswagen Golf R actually had a negative average discount — meaning buyers paid above MSRP after factoring in add-ons. 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 |
|---|---|---|
| CT | 5 | 8.8% |
| TN | 15 | 7.6% |
| IL | 2 | 7.5% |
| WI | 4 | 7.5% |
| CA | 20 | 7.2% |
| TX | 8 | 7.1% |
| SC | 34 | 6.5% |
| GA | 25 | 6.0% |
| AR | 5 | 6.0% |
| KY | 3 | 5.9% |
CT, TN, and IL led with discounts of 8.8%, 7.6%, and 7.5% off MSRP respectively.
Methodology
This analysis covers 211 new car deals submitted to CarWhere by verified buyers between December 1 and December 31, 2025. 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 December 2025?
Based on 211 verified buyer deals from December 2025, the average discount was 5.9% off MSRP — about $3,775 in savings on an average MSRP of $65,939.
Which car brands had the biggest discounts in December 2025?
RAM had the largest average discount at 11.2% off MSRP in December 2025, followed by Jeep (10.8%). Lexus had the smallest average discount among major brands at 1.4%.
What new cars were hardest to negotiate on in December 2025?
Volkswagen Golf R had the smallest average discount at -1.0% off MSRP in December 2025. Toyota Sienna (0.0%) and BMW 5 Series (0.7%) also had very little room for negotiation.
Which state had the best car deals in December 2025?
CT had the highest average discount at 8.8% off MSRP in December 2025, followed by TN (7.6%) and IL (7.5%).
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