Key Findings
6.8%
avg discount off MSRP
$3,035
avg savings off MSRP
429
verified deals analyzed
The average new car buyer in January 2026 negotiated a discount of 6.8% off MSRP — about $3,035 below sticker on an average MSRP of $45,366. The average transaction price was $42,331.
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
Toyota led all major brands with an average 9.3% discount off MSRP in January 2026. GMC had the smallest average discount among major brands at 4.0%.
| Brand | Deals | Avg MSRP | Avg Discount |
|---|---|---|---|
| Toyota | 14 | $45,246 | 9.3% |
| Volkswagen | 68 | $38,653 | 8.7% |
| Audi | 4 | $63,991 | 8.6% |
| Ford | 51 | $54,966 | 8.0% |
| Subaru | 7 | $37,403 | 7.3% |
| Chevrolet | 20 | $92,631 | 6.7% |
| Mazda | 30 | $34,706 | 6.2% |
| Honda | 203 | $35,776 | 6.0% |
| BMW | 15 | $95,273 | 5.2% |
| GMC | 13 | $79,453 | 4.0% |
Based on brands with 3+ verified deals in January 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 |
|---|---|---|---|---|
| Ford Bronco | 5 | $56,506 | $48,959 | 13.4%$7,547 off |
| Chevrolet Equinox | 2 | $30,785 | $26,785 | 13.0%$4,000 off |
| Volkswagen Id.4 | 5 | $50,671 | $44,556 | 12.5%$6,115 off |
| Ford F-250 | 5 | $67,116 | $59,436 | 11.7%$7,680 off |
| Volkswagen Atlas Cross Sport | 7 | $46,394 | $40,970 | 11.6%$5,424 off |
| Toyota Camry | 2 | $34,064 | $30,226 | 11.3%$3,838 off |
| Toyota Tacoma | 2 | $45,037 | $40,037 | 11.1%$5,000 off |
| BMW X7 | 2 | $91,640 | $81,558 | 11.0%$10,082 off |
| Toyota Tundra | 2 | $62,731 | $56,004 | 10.7%$6,727 off |
| Volkswagen Taos | 8 | $28,270 | $25,280 | 10.6%$2,990 off |
The takeaway
Ford Bronco buyers negotiated an average discount of $7,547 off MSRP in January 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 |
|---|---|---|---|---|
| BMW M3 | 3 | $90,493 | $89,220 | 1.4%$1,273 off |
| Volkswagen Golf R | 4 | $53,788 | $52,847 | 1.7%$941 off |
| GMC Yukon XL | 6 | $93,838 | $91,606 | 2.5%$2,232 off |
| GMC Yukon | 3 | $86,763 | $84,346 | 2.7%$2,417 off |
| BMW M5 | 4 | $128,338 | $124,559 | 2.9%$3,779 off |
BMW M3 averaged just $1,273 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 |
|---|---|---|
| CO | 15 | 10.7% |
| MD | 8 | 9.5% |
| OH | 9 | 9.1% |
| MT | 5 | 8.9% |
| CA | 35 | 8.5% |
| IA | 7 | 8.5% |
| WI | 2 | 8.3% |
| LA | 5 | 8.1% |
| NH | 5 | 8.1% |
| FL | 41 | 7.8% |
CO, MD, and OH led with discounts of 10.7%, 9.5%, and 9.1% off MSRP respectively.
Methodology
This analysis covers 429 new car deals submitted to CarWhere by verified buyers between January 1 and January 31, 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 January 2026?
Based on 429 verified buyer deals from January 2026, the average discount was 6.8% off MSRP — about $3,035 in savings on an average MSRP of $45,366.
Which car brands had the biggest discounts in January 2026?
Toyota had the largest average discount at 9.3% off MSRP in January 2026, followed by Volkswagen (8.7%). GMC had the smallest average discount among major brands at 4.0%.
What new cars were hardest to negotiate on in January 2026?
BMW M3 had the smallest average discount at 1.4% off MSRP in January 2026. Volkswagen Golf R (1.7%) and GMC Yukon XL (2.5%) also had very little room for negotiation.
Which state had the best car deals in January 2026?
CO had the highest average discount at 10.7% off MSRP in January 2026, followed by MD (9.5%) and OH (9.1%).
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