How to Read a Window Sticker
6 min read
Every new car sold in the United States is required by federal law to display a window sticker — officially called a Monroney label, named after Senator Mike Monroney who sponsored the Automobile Information Disclosure Act of 1958. This label is your single most important document when evaluating a new car purchase, because it tells you exactly what the manufacturer charges for the vehicle before the dealer gets involved.
The Sections of a Window Sticker
1. Base Price (Base MSRP)
The starting price of the vehicle in its standard configuration. This includes the engine, transmission, and all standard features that come with the trim level. For example, a 2026 Toyota 4Runner SR5 has a base MSRP around $42,000 — that gets you the vehicle with all standard equipment but no optional packages or accessories.
The base price is what the manufacturer charges the dealer (roughly — the actual dealer invoice is slightly lower). Everything else on the sticker adds to this number.
2. Factory-Installed Options
These are options added at the factory during assembly. They typically include packages like the Technology Package, Premium Package, or individual options like a panoramic sunroof or JBL audio system. Factory options are installed before the vehicle ships and are part of the vehicle's build specification.
Factory options are identified by option codes (like "F" type options in Toyota's system). These are the options you choose when ordering a vehicle from the factory, and they cannot be removed or added after the vehicle is built.
3. Port-Installed Options
When vehicles arrive at US ports from overseas manufacturing facilities, certain accessories can be installed at the port before the vehicle is shipped to the dealer. Common port-installed options include body side moldings, carpet floor mats, all-weather floor liners, cargo trays, and wheel locks.
Port options (identified as "P" type in Toyota's system) are priced separately from factory options. They're sometimes bundled into packages and are generally less expensive than factory options since they're accessories rather than core vehicle features.
4. Destination and Handling
This is the cost of shipping the vehicle from the factory (or US port of entry) to the dealer. Destination charges are set by the manufacturer and are the same for every dealer in the country regardless of distance. For Toyota, this is typically around $1,345 for most models. This charge is non-negotiable — every buyer pays it.
5. Total MSRP
The sum of base price + factory options + port options + destination. This is the manufacturer's suggested retail price — the price Toyota, Lexus, Hyundai, or Cadillac recommends the dealer sell the vehicle for. It is not what the dealer necessarily charges.
This is the number that matters most. When VINdow Sticker shows "Total MSRP," this is what we mean. Everything above this price is dealer markup. Everything below is a discount.
6. Fuel Economy
The EPA-estimated fuel economy ratings in city, highway, and combined miles per gallon. For hybrid and electric vehicles, this section also shows MPGe (miles per gallon equivalent) and electric range.
7. Safety Ratings
If available at the time of production, the NHTSA safety ratings (1-5 stars) are displayed. Not all vehicles have ratings available when they first go on sale.
What's NOT on the Window Sticker
The Monroney label only shows the manufacturer's pricing. It does not include:
- Dealer-installed accessories (DIA) — accessories the dealer adds after receiving the vehicle, like lift kits, paint protection film, wheel locks, or nitrogen-filled tires
- Dealer markup / market adjustment (ADM) — additional pricing the dealer adds above MSRP based on demand
- Dealer price adjustment — can be positive (markup) or negative (discount)
- Tax, title, and registration — varies by state and locality
- Documentation fees — dealer administrative fees, typically $85-$500 depending on the state
This is why the window sticker alone isn't enough to know what you'll actually pay. Dealers can add thousands of dollars in accessories and markups that don't appear on the factory sticker. That's exactly what VINdow Sticker tracks — the gap between what the manufacturer charges and what the dealer asks.
How VINdow Sticker Uses This Data
We track the pricing breakdown for every vehicle in our database. On any vehicle detail page, you can see the full price breakdown: Base MSRP, Total MSRP, Dealer Add-Ons (DIA), and the final Selling Price. The difference between the Selling Price and Total MSRP is the markup — the amount the dealer is charging above or below the manufacturer's suggested price.