Key Findings
5.1%
avg dealer discount
$2,554
avg savings off MSRP
822
verified deals analyzed
The average new car buyer in Q1 2026 negotiated a dealer discount of 5.1% off MSRP — about $2,554 below sticker on an average MSRP of $49,717. This measures the dealer discount specifically, excluding manufacturer rebates that any buyer would qualify for regardless of negotiation.
But that average hides enormous variation. Some models are seeing dealer discounts over 10% off MSRP. Others are selling 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 8.6% dealer discount off MSRP, driven by strong negotiation room on the 2500 and 1500. Mercedes-Benz followed at 7.2%. On the other end, GMC (3.5%) and Toyota (4.2%) had the smallest average dealer discounts, with high-demand models like the Yukon and Land Cruiser holding firm near sticker.
| Brand | Deals | Avg MSRP | Avg Discount |
|---|---|---|---|
| RAM | 15 | $81,018 | 8.6% |
| Mercedes-Benz | 60 | $60,569 | 7.2% |
| Ford | 44 | $57,250 | 6% |
| Audi | 62 | $57,085 | 5.9% |
| Mazda | 48 | $34,438 | 5.7% |
| Chevrolet | 43 | $70,105 | 5.5% |
| Volkswagen | 86 | $41,087 | 5.1% |
| BMW | 93 | $64,278 | 4.8% |
| Honda | 235 | $36,241 | 4.7% |
| Toyota | 97 | $45,578 | 4.2% |
| GMC | 33 | $77,500 | 3.5% |
Based on brands with 5+ verified deals in Q1 2026. Ford data combines two case variations in our dataset.
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 C300 | 3 | $55,165 | $47,665 | 13.2%$7,268 off |
| RAM 2500 | 9 | $83,711 | $71,580 | 10.2%$8,402 off |
| Chevrolet Equinox | 3 | $31,098 | $26,765 | 10.2%$3,176 off |
| Mercedes-Benz GLC 300 | 3 | $53,235 | $48,185 | 9.4%$5,017 off |
| Ford Ranger | 4 | $38,690 | $35,006 | 9.2%$3,484 off |
| GMC Sierra 2500HD | 3 | $86,947 | $78,132 | 9%$8,236 off |
| Mercedes-Benz GLB 250 | 3 | $48,957 | $44,123 | 8.5%$4,203 off |
| Ford Mustang | 5 | $45,943 | $41,530 | 8%$3,955 off |
| Volkswagen Jetta | 13 | $26,517 | $24,078 | 7.5%$1,986 off |
| Honda Ridgeline | 9 | $44,934 | $41,321 | 7.4%$3,325 off |
The takeaway
RAM 2500 buyers negotiated an average dealer discount of $8,402 off MSRP. Even a Volkswagen Jetta — one of the cheapest cars on this list — saw $1,986 in dealer discounts. 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 |
|---|---|---|---|---|
| Audi Q3 | 4 | $47,165 | $45,790 | -0.4%-$247 off |
| Toyota Grand Highlander | 6 | $55,254 | $54,921 | 0.1%$62 off |
| Toyota Highlander | 4 | $53,862 | $53,232 | 0.6%$259 off |
| Ford Ranger | 3 | $43,455 | $42,639 | 0.7%$417 off |
| GMC Yukon XL | 7 | $94,023 | $92,119 | 1.2%$1,127 off |
| Volkswagen Golf R | 11 | $54,922 | $54,016 | 1.3%$706 off |
| GMC Yukon | 7 | $89,979 | $87,194 | 1.4%$1,341 off |
The Audi Q3 actually had a slightly negative dealer discount on average — meaning buyers paid above MSRP after factoring in add-ons. The Toyota Grand Highlander averaged just $62 in dealer discount — essentially selling at 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 |
|---|---|---|
| Louisiana | 25 | 8% |
| Alabama | 42 | 7.8% |
| Massachusetts | 22 | 7.8% |
| Ohio | 22 | 7.7% |
| Florida | 80 | 7.4% |
| Georgia | 40 | 7.2% |
| California | 62 | 6.7% |
| Illinois | 34 | 6.3% |
| Connecticut | 21 | 5.9% |
| Indiana | 25 | 5.7% |
Louisiana, Alabama, and Massachusetts led with discounts near 8% off MSRP. Florida — despite having the most deals in our dataset (80) — still averaged a healthy 7.4% discount, suggesting strong dealer competition in the state.
Methodology
This analysis covers 822 new car deals submitted to CarWhere by verified buyers between January 1 and March 31, 2026. Each deal includes the actual transaction price the buyer paid along with the vehicle's MSRP.
Discount percentages represent the dealer discount — the price reduction negotiated at the dealership, isolated from manufacturer rebates. When a parsed deal sheet includes a specific dealer discount amount, we use that figure (validated within $500 of the expected arithmetic). Otherwise, we calculate it as MSRP minus selling price minus any manufacturer rebates. Dealer-added products (add-ons) are subtracted from the discount. This methodology matches the "Current Deal" percentage shown on each deal's page on CarWhere. Model rankings require a minimum of 3 deals. Brand rankings require 5+ 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 is the average discount on a new car in 2026?
Based on our Q1 2026 data, the average dealer discount was 5.1% off MSRP — about $2,554 on an average vehicle priced at $49,717 MSRP. This excludes manufacturer rebates, focusing on the discount you can negotiate.
Which cars have the biggest discounts right now?
Mercedes-Benz C300, RAM 2500, Chevrolet Equinox, and Ford Ranger had the largest dealer discounts in Q1 2026, all averaging 9% or more off MSRP.
Are car prices negotiable in 2026?
Yes. Our data shows the average buyer negotiated a $2,554 dealer discount. Some models offer much more room — RAM 2500 buyers averaged $8,402 off sticker. Even brands with smaller discounts like Toyota still averaged 4.2% in dealer discounts.
Should I pay MSRP for a new car?
In most cases, no. Our data shows only a handful of models sell at or near MSRP (Toyota Grand Highlander, Volkswagen Golf R). For the vast majority of vehicles, buyers are paying below sticker price. Use tools like the CarWhere Index to see the target discount for your specific vehicle.
See the target price for your car
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