How much you should expect to pay!
We have compiled Target Prices: How much you should expect to pay because there is a need for consumers to understand what is a fair and reasonable deal in the marketplace. These prices are based on deals that have been reported to us for the makes and models listed below.
Whenever you are buying a new car, it is important that you start with the invoice price and work up. Do not EVER use the MSRP or list price to make your calculations. In the past dealers would not accept this kind of negotiation. However, the times have changed, and dealers are quite used to dealing from invoice.
Target prices do not include manufacturer rebates or dealer incentives, which are additional amounts you can subtract from the price, because rebates and incentives are not a cost to the dealer.
(Target prices do not include limited production vehicles such as Chevrolet Corvette, Dodge Viper, or Toyota Supra, etc. These cars are usually sold near, at, or above sticker price.)
Amount Over Factory Invoice
Domestic Auto/Truck Manufacturers
Ford Motor Company:
| All cars, minivans & vans | 1-2% over invoice $150-$400 |
| 4x2 trucks | 1-2% over invoice $200-$400 |
| 4x4 trucks | 2-3% over invoice $300-$800 |
| Explorer, 4x2 or 4x4 | 1-2% over invoice $150-$600 |
| Expedition, 4x2 or 4x4 | 3-5% over invoice $800-$2,100 |
| All Mercury cars and minivans | 1-2% over invoice $150-$400 |
| Mountaineer | 1-2% over invoice $200-$600 |
| Lincoln cars | 1-2% over invoice $300-$800 |
| Lincoln Navigator | 3-5% over invoice $1,200-$2,500 |
General Motors:
| All cars, minivans & vans | 1-2% over invoice $150-$500 |
| 4x2 trucks | 1-2% over invoice $200-$400 |
| 4x4 trucks | 2-3% over invoice $300-$800 |
| Compact sport utility | 2-3% over invoice $300-$900 |
| Full size sport utility | 3-5% over invoice $600-$2,200 |
Saturn dealerships do not negotiate. You can expect to pay MSRP or list price.
Chrysler Corporation:
| Jeep Wrangler & Cherokee | 1-2% over invoice $100-$500 |
| All cars, minivans & vans | 1-2% over invoice $200-$400 |
| 4x2 trucks | 2-3% over invoice $300-$800 |
| 4x4 trucks | 2-3% over invoice $300-$900 |
| Dodge Durango | 4-6% over invoice $1,000-$2,500 |
| car | invoice |
| car | invoice |
Import Auto / Truck Manufacturers
| All cars & minvans | 2-3% over invoice $400-$800 |
| Passport sport utility | 3-4% over invoice $600-$1,200 |
| CR-V sport utility | 5-6% over invoice $600-$1,200 |
| All cars | 2-3% over invoice $300-$800 |
| Sienna minivan | 5-6% over invoice $1,000-$2,100 |
| 4x2 trucks | 2-3% over invoice $400-$700 |
| 4x4 trucks | 4-6% over invoice $600-$1,200 |
| RAV4 & 4Runner sport utility | 4-6% over invoice $300-$2,000 |
| Land Cruiser sport utility | 4-6% over invoice $1,200-$4,000 |
| All cars & minivans | 2-3% over invoice $300-$700 |
| 4x2 trucks | 2-3% over invoice $300-$600 |
| 4x4 trucks | 3-4% over invoice $600-$900 |
| Pathfinder sport utility | 2-4% over invoice $400-$900 |
New Volkswagon Beetle at sticker price.
| All cars | 2-4% over invoice $300-$800 |
| Trucks & sport utilities | 2-4% over invoice $300-$900 |
| All cars | 4-6% over invoice $1,500-$4,500 |
| Sport utilities | 5-7% over invoice $2,000-$5,500 |
