The new vehicle market remains an abnormal environment. MSRPs are higher than ever before and the price of the average new car sale continues to far outpace its Manufacturer’s Suggested Retail Price (MSRP). While several manufacturers and dealerships have worked to keep prices low enough to stay competitive, many of the popular new vehicles on the market continue to sell thousands of dollars over their MSRPs.
Several issues continue to contribute to this imbalance in supply and demand for new cars. Global supply chain disruptions, a lack of necessary components and limited manufacturing have all contributed to fewer and fewer vehicles making their way to dealer lots. All of this comes while consumer demand for new vehicles remains elevated, leading to much higher sale prices. It’s for these reasons that several dealerships have continued to impose market adjustments on their vehicles.
According to iSeeCars research, new vehicles are selling at an average of 7.2% over their MSRPs. This is down from last year’s average but still shows how commonplace dealership markups continue to be. Here are some examples of vehicles selling far above MSRPs.
1. MINI Hardtop
As you may have heard, the MINI Hardtop is one of the hottest commodities on the dealer lot right now and most customers are paying considerably over MSRP. Because demand and availability, dealers have been able to charge a ridiculous markup on this car and customers who desire one are not shying away. Despite the steep price, the MINI Hardtop is still a vehicle that enthusiasts drool over and continues to sell very well.
Reasons Behind the High Markup:
- Strong consumer demand
- Limited vehicle availability
- Distinctive compact design
- Fun driving experience
- Strong brand appeal
One of the main contributing factors to the markup is that the MINI Hardtop is unique. It’s easy to drive around town and it’s fun to drive with great handling. Its retro-look and classic design appeals to a large number of buyers and separates it from more mainstream compacts. The demand often outweighs the available supply. Shoppers interested in the MINI Hardtop should be aware that the eventual selling price could be very different from the sticker price.
Dealer markups can add up considerably, so take your time shopping around and see if the price is worth it. The MINI Hardtop is still a great car, but market forces could play a role with how much it actually costs to buy. The lack of supply still leaves the dealers in a position of strength.
2. Porsche Taycan Sedan
It remains the electric sport sedan of choice for many. High buyer demand, a combination of EV technology with sport sedan performance and luxury, always leaves many markets with demand that outstrips supply resulting in higher markups at many dealerships with buyers willing to pay a premium for their vehicle. The Taycan is an all-time favorite in the luxury electric sedan market.
Why Demand Remains So Strong:
- Prestigious Porsche engineering
- High-performance electric powertrain
- Luxury interior experience
- Advanced EV technology
- Exceptional driving dynamics
One of the strong points of the Taycan is that it delivers a genuine performance car driving experience, yet it’s fully electric. The acceleration is instantaneous and intense and the handling traits are just as you would expect from a Porsche with its well-earned reputation for excellent engineering, also accompanied by quality materials, technology and good everyday usability. These strengths appeal to many buyers with a mix of interests and consequently the Taycan continues to generate interest from EV enthusiasts as well as conventional sports-car owners alike.
The steep premium reflects a good demand in premium electric vehicles as many owners see the Taycan as one of the best overall luxury EVs currently on the market and with scarcity driving a great demand many dealers can demand over the MSRP. So those interested in one should budget for buying above list. Despite this the Taycan remains one of the top electric performance sedans available on the market.
3. Porsche Cayenne
The Porsche Cayenne is still in such high demand in the luxury SUV segment that you can often find dealer markups of thousands of dollars over sticker price; buyers are paying over retail just to get their hands on one. Its winning formula of sports car performance blended with SUV utility has been popular with customers for quite some time, catering to buyers seeking a luxurious yet versatile vehicle with enjoyable handling characteristics.
Factors Driving Premium Pricing:
- Strong luxury SUV demand
- Prestigious Porsche reputation
- Excellent performance capabilities
- Premium comfort and refinement
- Limited inventory availability
Part of the Cayenne’s appeal lies in its ability to combine sport-like acceleration and handling with the comfort and utility you would expect from a luxury SUV. High quality materials and technology abound inside, which adds to the ownership experience. Buyers find it well-rounded enough to accommodate families, but entertaining enough for enthusiast driving. Such a wide variety of owners can appreciate its every-day usability. These attributes combine to still make it a popular choice for buyers, regardless of the often premium transaction price.
Continuing inventory shortages have kept pressure on pricing in many regions. It’s not hard for dealers to find willing buyers who will pay above sticker for a sought-after luxury SUV. Be advised that your final purchase price could be much higher than advertised. Even with these premiums, it’s still among the most acclaimed vehicles in the market.
4. Cadillac CT5-V
The Cadillac CT5-V demonstrates that high dealer markups aren’t exclusively the realm of European luxury vehicles. This sporty luxury sedan has gained so much attention from eager buyers wanting a luxurious comfortable and fast sedan that performance and features are contributing factors. With continuing demand, it appears that most buyers are currently paying quite a bit over sticker price for this performance sedan. It continues to be in high demand.
Reasons Behind Its Strong Demand:
- Powerful performance-focused design
- Luxury sedan comfort levels
- Engaging driving experience
- Strong enthusiast appeal
- Premium feature availability
What’s most impressive about the CT5-V is that it doesn’t sacrifice day-to-day practicality for performance. The sedan is quick, the steering is sharp, the overall character refined. Inside you find comfort and quality technology, premium materials. All in all, a versatile machine for someone that wants both fun and functionality. Because of this, the CT5-V is loved by both sports car fans and luxury car drivers.
A major component of why this car is selling above sticker price on the dealer lot is simply the demand. While availability is scarce and demand is high, that’s given dealers more leeway on their transaction prices. Consumers can and should expect to pay more than the asking price, but this is one luxury sports sedan you would still want.
5. Toyota Corolla Cross Hybrid
Dealer markups on vehicles are certainly not exclusive to premium and performance-oriented models as seen on the Toyota Corolla Cross Hybrid. It has proved popular for various reasons including fuel economy, reliability and all-around practical transport and the demand from consumers is driving transaction prices some way north of MSRP. It seems that people are drawn to fuel-efficient cars that can lower overall running costs.
Why Buyers Are Willing to Pay More:
- Excellent fuel efficiency
- Trusted Toyota reliability
- Popular Corolla branding
- Practical crossover versatility
- Strong market demand
Its widespread appeal stems largely from its hybrid drivetrain. While vehicle costs in general and fuel prices, in particular, are and continue to be volatile, low fuel costs have become an increasingly attractive consideration to the buying public. This fuel efficiency can be attained without compromising on cargo room and versatility expected of a compact crossover. The car’s reliability, backed by Toyota’s track record of dependability over years of ownership can also instill some additional consumer trust. This mix can easily attract young families, daily commuters and first time hybrid owners.
Inventory levels of the hybrid model are not quite meeting the high demand for it. Consequently, higher-than-MSRP prices are commonly found on this model by dealers. Those seeking a hybrid, but dependable, crossover may find this the car to be more expensive than expected. Higher price tags aside, however, demand persists for the practical and efficient Corolla Cross hybrid.
6. Genesis GV70
As far as luxury compact SUVs go, the Genesis GV70 may be one of the best out there and its combination of high-quality design, cutting-edge technology and good value has a lot of people interested. And with how many orders dealers are getting in, people are willing to pay well above the sticker price. Thanks in large part to the GV70’s appeal Genesis is seen as a legitimate luxury brand and that popularity is still the primary reason why dealers continue to add on markups.
What Makes the GV70 So Desirable:
- Premium luxury design
- Advanced technology features
- Strong value proposition
- Comfortable driving experience
- Growing brand reputation
The GV70’s luxury and high level of equipment for the money contribute to its appeal. Drivers appreciate the stylish, well-appointed interior materials and an impressive array of available tech. The sophisticated ride and reassuring performance round out the driving experience and compete well with most of the premium-segment rivals, giving the GV70 increasing purchase consideration.
Supply has not kept up with demand, which favors dealers who are in many markets charging premiums above MSRP for available vehicles. While interested customers may have to pay more than the list price to put one in the driveway, the GV70’s value proposition remains strong when considering its luxury and technological content.
7. Porsche Macan
One of the most popular models in the luxury compact SUV segment continues to be the Porsche Macan, with dealers consistently asking over MSRP for the vehicle. Porsche’s successful formula of providing sports-car-level performance coupled with a usable platform has allowed the Macan to quickly become a desired option for luxury SUV buyers. Strong demand in a lot of markets continues to outstrip supply with significant dealer markups-buyers want that Porsche ownership experience, and are willing to pay for it.
Reasons for the Macan’s Strong Demand:
- Porsche performance heritage
- Sporty SUV driving dynamics
- Premium interior quality
- Strong brand loyalty
- Luxury everyday practicality
The success of the Macan is also due in large part to how it drives. While most luxury SUVs focus on comfort as their prime selling point, the Macan offers precise handling and surefooted road holding that is uncommon in this class of vehicles. The design is so centered on driving performance that the driver feels strongly connected with the car; something that many other competitors cannot compete with. The Macan is practical enough for daily use in a manner expected of small luxury SUV.
Limited availability has also increased the desirability of the Macan on the market. Its desire by consumers willing to pay for Porsche quality and performance keeps many dealerships selling at or above the MSRP. Buyers planning to buy a Macan should anticipate being able to negotiate actual price points above that of the stickers posted on the lots. Despite the higher than advertised price, the interest continues.
8. Ford Maverick
The Ford Maverick has become one of the automotive industry’s most successful recent launches. Its combination of affordability, practicality, and fuel efficiency has attracted a wide range of buyers. Many consumers who never previously considered owning a pickup truck have found the Maverick appealing. Strong demand has consistently pushed transaction prices above the vehicle’s suggested retail value. This popularity has helped establish the Maverick as a standout model in the compact truck segment.
Why the Maverick Is So Popular:
- Affordable truck ownership
- Fuel-efficient powertrain options
- Compact and practical size
- Everyday usability focus
- Strong consumer demand
A major reason for the Maverick’s success is its unique position in the market. It offers the utility of a pickup truck while remaining easy to drive and park in urban environments. The efficient design helps reduce operating costs, making it attractive to budget-conscious buyers. Its versatility allows it to handle daily commuting, weekend projects, and light hauling duties with ease. These qualities have expanded the appeal of pickup ownership to a broader audience.
Demand has regularly exceeded production capacity, creating favorable conditions for dealer markups. Limited availability means many buyers face transaction prices that are significantly higher than MSRP. Despite these premiums, interest in the Maverick remains exceptionally strong. Consumers continue to value its blend of practicality, efficiency, and affordability. As a result, the Maverick remains one of the most sought-after compact trucks currently available.
9. Kia Sportage EX AWD
The Kia Sportage EX AWD demonstrates that dealer markups are affecting even highly competitive mainstream vehicle segments. This compact SUV has gained attention for its attractive design, modern features, and strong overall value. Buyers continue to show strong interest despite the availability of numerous alternatives. As demand remains healthy, many dealerships are able to maintain prices above MSRP. The Sportage continues to be one of the most popular choices among compact SUV shoppers.
Features Driving Consumer Interest:
- Modern exterior styling
- Strong value for money
- Advanced safety technologies
- Comfortable family-friendly cabin
- Competitive feature package
One of the Sportage’s biggest strengths is its well-rounded nature. The SUV offers a spacious interior, practical cargo capacity, and a comfortable ride for everyday use. Modern technology features and driver-assistance systems add to its appeal for families and commuters. Kia has also built a reputation for offering generous equipment levels at competitive prices. These advantages help the Sportage stand out in a crowded market.
Despite strong competition, demand continues to support higher transaction prices. Buyers often find that dealer adjustments increase the final purchase cost beyond the advertised MSRP. Limited inventory and ongoing consumer interest contribute to this pricing trend. Shoppers should compare offers carefully before making a purchase decision. Even with these markups, the Sportage EX AWD remains an attractive option for those seeking a practical and well-equipped compact SUV.
10. GMC Sierra 1500
The GMC Sierra 1500 shows that full-size pickup trucks continue to experience strong pricing pressure in today’s market. Demand remains high among both personal and commercial buyers who depend on trucks for work, towing, and everyday transportation. This steady interest often allows dealerships to maintain transaction prices above MSRP. Even modest markups can significantly increase the final purchase cost. The Sierra’s pricing reflects the ongoing strength of the full-size truck segment.
Reasons for Continued Market Demand:
- Strong towing capability
- Versatile everyday usability
- Popular truck configurations
- Commercial and personal appeal
- Proven full-size truck practicality
One of the Sierra 1500’s greatest strengths is its versatility. It can serve as a work vehicle during the week while remaining comfortable enough for family use and long-distance travel. Buyers appreciate its cargo capacity, towing performance, and wide range of available configurations. These qualities help make it one of the most popular trucks in its class. Demand remains especially strong for well-equipped and highly desirable trim levels.
Popular models often sell quickly, reducing inventory and increasing dealer pricing power. As a result, many buyers encounter transaction prices that exceed the advertised MSRP. While the markup may be smaller than some luxury or performance vehicles, it still reflects strong consumer demand. Prospective buyers should compare available inventory and pricing before making a purchase. The Sierra 1500 continues to demonstrate why full-size trucks remain among the most sought-after vehicles on the market.
11. Nissan Frontier
The Nissan Frontier continues to attract buyers despite selling above its suggested retail price in many markets. Following its redesign, the midsize pickup gained renewed attention thanks to its updated styling, improved technology, and enhanced overall appeal. Demand for practical and capable trucks remains strong, helping support prices above MSRP. Buyers appreciate its balance of utility, durability, and everyday usability. This popularity has contributed to continued pricing pressure across the segment.
Key Factors Behind Its Popularity:
- Modern rugged exterior design
- Updated technology features
- Strong midsize truck capability
- Practical everyday usability
- Growing consumer demand
A major reason for the Frontier’s success is its comprehensive redesign. Nissan introduced a more aggressive appearance, modernized interior features, and improved convenience technologies. These updates helped the truck compete more effectively against established rivals in the midsize pickup category. Buyers looking for a capable truck with contemporary features have responded positively. As a result, the Frontier has become a stronger contender in a highly competitive segment.
Industry-wide inventory challenges have further increased demand for available models. Limited supply often allows dealerships to maintain transaction prices above the manufacturer’s suggested retail price. While the markup may be smaller than those seen on some luxury or performance vehicles, it still reflects current market conditions. Buyers should expect real-world pricing to vary based on availability and location. The Frontier remains another example of how widespread dealer markups have become across the automotive industry.
12. Chevrolet Malibu
The Chevrolet Malibu 2LT is one of the more surprising vehicles to command a premium above MSRP. Even after production ended in late 2024, remaining inventory continues to attract buyer interest. This ongoing demand has helped keep transaction prices above the vehicle’s original suggested retail value. The Malibu’s situation demonstrates how scarcity can influence automotive pricing. Limited availability has transformed it into a sought-after option for sedan buyers.
Why the Malibu Still Attracts Buyers:
- Limited remaining inventory
- Familiar and trusted nameplate
- Comfortable midsize sedan design
- Practical everyday transportation
- Scarcity-driven market demand
A key factor behind the Malibu’s continued popularity is its appeal as a traditional midsize sedan. While many consumers have shifted toward SUVs and trucks, there remains a segment of buyers who prefer the comfort, efficiency, and driving characteristics of a sedan. The Malibu offers a spacious cabin, practical features, and a familiar ownership experience. These qualities continue to resonate with drivers seeking a conventional passenger car. As inventory declines, interest in the remaining units remains strong.
The Malibu’s pricing highlights the impact that limited supply can have on market values. Buyers who want a new example of this long-running nameplate often face higher transaction prices due to shrinking availability. Dealerships recognize the rarity of remaining stock and may adjust pricing accordingly. Although the markup is relatively modest compared to some vehicles on this list, it remains notable for a discontinued model. The Malibu serves as a clear example of how scarcity can sustain demand even after production ends.
