Key Findings
4.7%
avg discount off MSRP
$2,288
avg savings off MSRP
81
verified deals analyzed
The average new car buyer in May 2026 negotiated a discount of 4.7% off MSRP — about $2,288 below sticker on an average MSRP of $48,277. The average transaction price was $45,989.
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
Ford led all major brands with an average 8.0% discount off MSRP in May 2026. Lexus had the smallest average discount among major brands at 1.5%.
| Brand | Deals | Avg MSRP | Avg Discount |
|---|---|---|---|
| Ford | 8 | $61,831 | 8.0% |
| Volkswagen | 20 | $40,840 | 5.5% |
| Honda | 8 | $38,821 | 5.2% |
| Chevrolet | 3 | $74,526 | 4.8% |
| Toyota | 7 | $51,094 | 4.5% |
| BMW | 7 | $50,581 | 4.3% |
| Mazda | 11 | $34,483 | 4.0% |
| Lexus | 12 | $56,024 | 1.5% |
Based on brands with 3+ verified deals in May 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 Escape | 2 | $35,920 | $32,202 | 10.4%$3,718 off |
| Volkswagen Id.4 | 3 | $54,184 | $48,856 | 9.3%$5,328 off |
| Volkswagen Taos | 2 | $29,482 | $27,242 | 7.6%$2,240 off |
| Toyota Tacoma | 2 | $55,337 | $51,033 | 7.5%$4,304 off |
| Honda Pilot | 2 | $49,453 | $45,908 | 7.2%$3,545 off |
| Volkswagen Tiguan | 4 | $34,029 | $31,678 | 6.9%$2,351 off |
| Honda Civic | 2 | $30,968 | $28,876 | 6.5%$2,092 off |
| Volkswagen Atlas | 2 | $49,468 | $46,259 | 6.4%$3,209 off |
| Chevrolet Suburban | 2 | $89,779 | $84,779 | 5.6%$5,000 off |
| Ford F-250 | 3 | $89,938 | $85,263 | 5.2%$4,675 off |
The takeaway
Ford Escape buyers negotiated an average discount of $3,718 off MSRP in May 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 Is | 2 | $53,327 | $53,327 | 0.0%$0 off |
| Volkswagen Golf R | 2 | $52,411 | $52,411 | 0.0%$0 off |
| Lexus Rx | 5 | $65,131 | $64,825 | 0.4%$306 off |
| Toyota RAV4 | 2 | $34,249 | $33,999 | 0.7%$250 off |
| Mazda CX-5 | 2 | $39,328 | $38,828 | 1.3%$500 off |
Lexus Is 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 |
|---|---|---|
| NC | 2 | 16.2% |
| NJ | 2 | 8.2% |
| IL | 2 | 7.5% |
| MA | 2 | 7.3% |
| OH | 3 | 6.7% |
| MI | 4 | 6.4% |
| OK | 6 | 5.9% |
| PA | 15 | 5.0% |
| IN | 3 | 4.2% |
| TX | 2 | 4.0% |
NC, NJ, and IL led with discounts of 16.2%, 8.2%, and 7.5% off MSRP respectively.
Methodology
This analysis covers 81 new car deals submitted to CarWhere by verified buyers between May 1 and May 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 May 2026?
Based on 81 verified buyer deals from May 2026, the average discount was 4.7% off MSRP — about $2,288 in savings on an average MSRP of $48,277.
Which car brands had the biggest discounts in May 2026?
Ford had the largest average discount at 8.0% off MSRP in May 2026, followed by Volkswagen (5.5%). Lexus had the smallest average discount among major brands at 1.5%.
What new cars were hardest to negotiate on in May 2026?
Lexus Is had the smallest average discount at 0.0% off MSRP in May 2026. Volkswagen Golf R (0.0%) and Lexus Rx (0.4%) also had very little room for negotiation.
Which state had the best car deals in May 2026?
NC had the highest average discount at 16.2% off MSRP in May 2026, followed by NJ (8.2%) and IL (7.5%).
See the target price for your car
The CarWhere Index shows you exactly what buyers are paying for any make and model in your area — updated daily with real transaction data.
More Market Reports
April 2026 Market Report
What buyers actually paid.
March 2026 Market Report
What buyers actually paid.
February 2026 Market Report
What buyers actually paid.
June 2026 Market Report
What buyers actually paid.
Q1 2026 Data Study
Full quarterly analysis.