Data updated January 2026 · 2 verified transactions
Serra
Monrovia, California · 2 verified deals · 0 lease, 2 cash/finance
721 E Central Ave, Monrovia, CA 91016, USA
Transparency Score: 64/100
Score based on verified buyer data. Pricing vs market (40pts), fee transparency (30pts), data depth (30pts).
Is Serra a Good Dealer?
Serra earns a Grade B (64/100) based on 2 verified buyer transactions. This dealer offers transparent pricing with an average discount of 3.3% off MSRP and a $378 documentation fee. Overall, this is a good dealership for buyers looking for fair, competitive pricing in Monrovia.
2
3.3%
below MSRP
$378
State cap: $85
0/2
deals with add-ons
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Doc Fee Comparison
Documentation Fee
Based on 2 verified deal sheets
Dealer Add-ons & Accessories
Pricing by Vehicle at Serra
Honda HR-V
2 deals · 3.3% off MSRP · avg $28,193
Honda HR-V
2 deals · 3.3% off MSRP · avg $28,193
2
Verified Deals
3.3%
Off MSRP
$28,193
Avg Price
Recent Deals at Serra
2026 Honda HR-V LX AWD CVT
MSRP $29,150
$28,193
3.3% off
2026 Honda HR-V LX AWD CVT
MSRP $29,150
$28,193
3.3% off
Prices from verified buyer-submitted deal sheets. Individual results may vary.
Verified Transactions at Serra
| Year | Vehicle | Price | Discount |
|---|---|---|---|
| 2026 | Honda HR-V | $28,193 | 3.3% |
| 2026 | Honda HR-V | $28,193 | 3.3% |
Prices from verified buyer-submitted deal sheets. VINs partially masked for privacy.
What to Know Before Visiting Serra
Serra in Monrovia, California earns a Grade B (64/100) transparency score based on 2 verified buyer transactions. Buyers typically save 3.3% off MSRP, which is a competitive discount. Prices range from $28,193 to $28,193.
Their doc fee is $378, which is above the California cap of $85.
No dealer add-ons were found in verified deals, which is a good sign for straightforward pricing.
Brands sold: Honda.
All data sourced from verified buyer-submitted deal sheets. Not opinions — real transaction data.
Frequently Asked Questions
Is Serra a good dealership?
Based on 2 verified buyer transactions, Serra in Monrovia, CA earns a Grade B (64/100) transparency score. They sell vehicles at an average of 3.3% below MSRP. Their documentation fee is $378. No dealer add-ons were found in verified deals. This data is based on real buyer-submitted deal sheets, not opinions.
Is Serra overpriced?
Serra sells vehicles at an average of 3.3% below MSRP. This is a competitive discount based on verified transaction data. All data from 2 verified buyer deal sheets.
What fees does Serra charge?
Serra charges a documentation fee of $378 (CA caps doc fees at $85). All fee data is sourced from verified buyer deal sheets.
What hidden fees does Serra charge?
Based on 2 verified deals, no hidden fees or dealer add-ons were found at Serra. Their doc fee is $378.
Does Serra negotiate on price?
Based on verified buyer transactions, buyers at Serra are getting an average of 3.3% off MSRP. This suggests the dealer is open to negotiation. For the 75th-percentile target discount for your specific vehicle — the level 25% of verified buyers got or beat — sign up for CarWhere PRO at $12.99/month.
What should I pay at Serra for a Honda HR-V?
Based on 2 verified deals, buyers at Serra paid an average of $28,193 for a Honda HR-V, which is 3.3% below MSRP. For the exact 75th-percentile target price by trim — better than 75% of verified buyers — sign up for CarWhere PRO at $12.99/month.
What vehicles does Serra sell?
Based on verified buyer data, Serra has deals for: Honda HR-V (2 deals, avg 3.3% off).
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