Sticker price has stopped being the ceiling for many new-car shoppers, and a handful of popular models have kept drawing premiums at dealerships. Market studies from 2023 through 2025 measured the gaps using both asking prices and completed transactions. Here are twelve vehicles that buyers have paid over sticker for, ranked from the largest markup to the smallest.
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1. Genesis GV70: Luxury Markup Leader
iSeeCars study listed the Genesis GV70 at an average $56,476 against an average MSRP of $44,299, a 27.5% premium that topped the list. The analysis compared average asking prices with average sticker prices across the national new-car market, and no other model in the group carried a bigger percentage gap.
For buyers, the figure shows that a premium-brand crossover with a mainstream-sized sticker can still draw asking prices well above it. Comparing several dealers’ listings before negotiating is the obvious defense, since the number reflects advertised prices rather than every final sale.
2. Jeep Wrangler: Two-Door Premium
Business Insider’s iSeeCars report found two-door Jeep Wranglers listed at $44,396 versus a $35,827 average MSRP, putting them 23.9% over sticker. That made the Wrangler the second-biggest percentage markup in the study, behind only the Genesis GV70.
The gap works out to more than $8,500 on a vehicle that already carries a loyal following and few direct rivals. Shoppers who want a specific trim may find that patience, or a four-door alternative, matters more than any single dealer discount.
3. Porsche Taycan: Biggest Dollar Gap
iSeeCars markup analysis showed the electric Porsche Taycan carrying the largest dollar difference of any model studied, listing at $122,940 against $100,169 of average MSRP. That is a 22.7% premium, or roughly $22,800 above the window sticker.
The Taycan shows that percentages understate the pain at the high end, since a mid-twenties percentage on a six-figure sedan dwarfs the same markup on a compact. Buyers shopping at that level have the most to gain from asking dealers to justify each added line.
4. Lexus RX 350h: Hybrid Above Sticker
iSeeCars figures had the hybrid Lexus RX listed at $59,347 against a $49,339 average MSRP, a 20.3% premium over sticker. The roughly $10,000 difference placed the luxury crossover among the highest-markup models in the study.
Hybrid powertrains were a recurring theme among marked-up vehicles, reflecting demand for efficiency in a comfortable family-sized package. Anyone eyeing the RX 350h may find that comparing listings across regions reveals wide spreads, because dealer markups vary by market and inventory.
5. Toyota 4Runner: Off-Road Staple
Motor1 summary of Consumer Reports data showed Toyota 4Runner trims transacting about 8% above MSRP, based on TrueCar transaction figures. Unlike asking-price studies, the data reflected what buyers actually paid, which makes the premium a more direct measure of demand.
An eight percent premium on a midsize SUV adds thousands to the final bill, and it sits alongside several other Toyota models in the same ranking. Shoppers willing to wait for inventory or look at less popular trims have historically had more room to negotiate.
6. Ford Maverick: Small Truck, Real Premium
Motor1 report put the compact Ford Maverick about 8% over MSRP, adding at least $2,239 to the price paid. The figure comes from Consumer Reports and TrueCar transaction data rather than dealer asking prices.
The Maverick’s low entry price is a large part of its appeal, so a premium of more than two thousand dollars erodes some of the bargain. Buyers who treat the starting figure as a firm budget may need to add a cushion or consider a different trim.
7. Toyota Grand Highlander: Three-Row Premium
Motor1 data roundup found Toyota’s three-row Grand Highlander carrying an 8% premium that can add $3,606 to the sticker. The model sits among ten vehicles in the roundup that transacted about that far above MSRP.
Family buyers drawn to the roomy crossover face a markup that pushes the real price well past the advertised one. Because the number comes from completed transactions, it suggests that waiting for a different dealer or a later delivery may save more than haggling over accessories.
8. Ford Bronco: Reborn and Marked Up
Motor1 analysis placed the Ford Bronco among the Fords selling at about 8% above MSRP. The revived nameplate shared the list with the Maverick, showing that both the smallest and most rugged Ford models drew premiums.
Demand for the retro-styled off-roader has kept dealers confident about charging extra, particularly on popular trims and packages. Prospective owners who place factory orders or are flexible on color and options typically have a better chance of paying something close to sticker.
9. Toyota Prius: Hybrid Icon Over Sticker
AutoGuide’s October 2025 report on Consumer Reports data found the Toyota Prius selling more than 5% above its MSRP. That puts the pioneering hybrid in the middle tier of overpaid models, below the 8% group but ahead of the 4% cars.
A five percent premium on a high-mileage commuter can offset part of the fuel savings the car is bought for. Shoppers comparing hybrids may find that rival models with softer demand deliver similar efficiency at closer to the posted price.
10. Kia Soul: Boxy and Over Sticker
AutoGuide’s Consumer Reports roundup showed the boxy Kia Soul transacting around 5% over its sticker price. The figure relies on TrueCar transaction data, so it reflects completed sales rather than hopeful asking prices.
Few would expect a budget-minded hatchback to command a premium, which makes the Soul a useful example of how tight inventory can reach every price tier. Buyers on a strict budget should confirm the out-the-door total before assuming the low sticker will hold.
11. Hyundai Kona: Subcompact, Still Pricey
AutoGuide’s October 2025 list reported that the Hyundai Kona subcompact crossover sold at around 5% over sticker. It appeared with the Soul and Prius in the group paying just over the baseline premium.
The Kona competes in a crowded segment where discounts would normally be expected, so a premium hints at how scarce affordable new vehicles have become. Shoppers can use that to their advantage by getting competing quotes from rival subcompacts before signing.
12. Toyota RAV4: Best-Seller, Small Premium
AutoGuide’s report said America’s best-selling crossover, the Toyota RAV4, was still going for around 4% over the price on its window sticker. The figure, drawn from Consumer Reports and TrueCar transaction data, was the smallest on the list.
Even a modest four percent premium means hundreds or thousands of extra dollars on a vehicle priced in the tens of thousands. The RAV4’s huge sales volume offers shoppers plenty of listings to compare, which tends to improve negotiating leverage.
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