Key Findings
6.2%
avg discount off MSRP
$3,367
avg savings off MSRP
838
verified deals analyzed
The average new car buyer in February 2026 negotiated a discount of 6.2% off MSRP — about $3,367 below sticker on an average MSRP of $54,494. The average transaction price was $51,127.
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 9.7% discount off MSRP in February 2026. Lexus had the smallest average discount among major brands at -2.8%.
| Brand | Deals | Avg MSRP | Avg Discount |
|---|---|---|---|
| RAM | 51 | $84,876 | 9.7% |
| Mercedes-Benz | 85 | $61,001 | 7.5% |
| Audi | 88 | $56,383 | 7.3% |
| Ford | 16 | $61,122 | 7.2% |
| Mazda | 42 | $33,486 | 7.1% |
| Chevrolet | 36 | $72,784 | 6.8% |
| Volkswagen | 48 | $43,944 | 6.7% |
| GMC | 38 | $79,021 | 6.4% |
| Honda | 145 | $37,190 | 5.9% |
| BMW | 144 | $60,031 | 5.0% |
| Toyota | 137 | $47,879 | 4.7% |
| Subaru | 3 | $41,043 | 3.1% |
| Lexus | 3 | $83,068 | -2.8% |
Based on brands with 3+ verified deals in February 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 |
|---|---|---|---|---|
| Mercedes-Benz C 300 | 3 | $53,968 | $46,569 | 13.7%$7,399 off |
| Mercedes-Benz C300W | 6 | $53,878 | $47,438 | 11.9%$6,440 off |
| Mercedes-Benz Gla 250 | 4 | $48,151 | $42,839 | 11.0%$5,312 off |
| RAM 2500 | 32 | $84,762 | $75,952 | 10.8%$8,810 off |
| Mercedes-Benz Glc 300 | 4 | $53,169 | $47,767 | 10.2%$5,402 off |
| BMW 5 Series | 5 | $68,285 | $61,597 | 9.9%$6,688 off |
| GMC Sierra 2500HD | 9 | $86,248 | $77,545 | 9.7%$8,703 off |
| Mazda CX-5 | 15 | $33,412 | $30,297 | 9.6%$3,115 off |
| GMC Canyon | 5 | $44,912 | $40,635 | 9.6%$4,277 off |
| Mazda MAZDA3 | 2 | $27,975 | $25,306 | 9.5%$2,669 off |
The takeaway
Mercedes-Benz C 300 buyers negotiated an average discount of $7,399 off MSRP in February 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 |
|---|---|---|---|---|
| Lexus Gx 550 | 2 | $81,064 | $83,858 | -3.7%-$2,794 off |
| Toyota Grand Highlander Hybrid | 7 | $53,860 | $53,468 | 0.7%$392 off |
| Toyota Grand Highlander | 7 | $57,906 | $57,380 | 0.9%$526 off |
| Toyota Highlander Hybrid | 4 | $54,843 | $54,292 | 1.0%$551 off |
| Toyota RAV4 | 8 | $39,886 | $39,415 | 1.4%$471 off |
Lexus Gx 550 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 |
|---|---|---|
| NV | 18 | 11.9% |
| ME | 4 | 9.4% |
| AL | 34 | 8.6% |
| NE | 5 | 8.1% |
| UT | 6 | 7.7% |
| MA | 26 | 7.5% |
| GA | 63 | 7.3% |
| LA | 32 | 7.1% |
| MN | 22 | 7.1% |
| KS | 11 | 6.9% |
NV, ME, and AL led with discounts of 11.9%, 9.4%, and 8.6% off MSRP respectively.
Methodology
This analysis covers 838 new car deals submitted to CarWhere by verified buyers between February 1 and February 28, 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 February 2026?
Based on 838 verified buyer deals from February 2026, the average discount was 6.2% off MSRP — about $3,367 in savings on an average MSRP of $54,494.
Which car brands had the biggest discounts in February 2026?
RAM had the largest average discount at 9.7% off MSRP in February 2026, followed by Mercedes-Benz (7.5%). Lexus had the smallest average discount among major brands at -2.8%.
What new cars were hardest to negotiate on in February 2026?
Lexus Gx 550 had the smallest average discount at -3.7% off MSRP in February 2026. Toyota Grand Highlander Hybrid (0.7%) and Toyota Grand Highlander (0.9%) also had very little room for negotiation.
Which state had the best car deals in February 2026?
NV had the highest average discount at 11.9% off MSRP in February 2026, followed by ME (9.4%) and AL (8.6%).
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