Florida Dealer Markups & New Car Prices
Live markup data from 109 Florida dealers across 29,206 active listings. Updated daily.
The short version
Florida dealers are charging an average markup of -$533 over sticker, which is roughly in line with the national average of -$301 (a 77% discount). Of 29,206 current listings, 98.7% are priced below total MSRP, the strongest signal of a negotiable deal.
Markup by model in Florida
| Model | Listings | Avg markup (FL) | Avg markup (US) | Median price | % below MSRP | |
|---|---|---|---|---|---|---|
| Camry | 5,228 | -$804 | -$361 | $33,736 | 99.7% | View → |
| Tacoma | 4,839 | -$802 | -$739 | $43,254 | 98.5% | View → |
| Corolla | 4,800 | -$510 | -$212 | $25,621 | 100% | View → |
| Tundra | 2,913 | -$1,609 | -$1,553 | $63,967 | 98.9% | View → |
| RAV4 | 2,472 | -$38 | +$346 | $38,926 | 99.1% | View → |
| Corolla Cross | 1,668 | -$350 | -$91 | $30,017 | 99.8% | View → |
| 4Runner | 793 | -$720 | -$279 | $55,857 | 98.4% | View → |
| Grand Highlander Hybrid | 678 | -$165 | +$282 | $58,360 | 96.2% | View → |
| RX | 654 | -$136 | -$106 | $61,289 | 98% | View → |
| Highlander | 601 | -$323 | +$42 | $55,253 | 98.2% | View → |
| TX | 592 | -$646 | -$334 | $66,030 | 96.8% | View → |
| Sienna | 591 | -$142 | +$284 | $49,540 | 99.8% | View → |
| IS | 560 | -$19 | +$50 | $52,853 | 98.4% | View → |
| Grand Highlander | 450 | -$325 | -$19 | $55,126 | 97.6% | View → |
| 4Runner Hybrid | 375 | -$620 | -$277 | $64,412 | 97.6% | View → |
| NX | 271 | -$14 | +$10 | $52,885 | 95.2% | View → |
| Sequoia | 268 | -$124 | -$357 | $85,960 | 98.1% | View → |
| RX Hybrid | 264 | -$86 | +$62 | $61,748 | 96.6% | View → |
| Land Cruiser | 169 | +$38 | +$9 | $72,529 | 94.1% | View → |
| NX Hybrid | 117 | +$21 | +$104 | $53,335 | 94.9% | View → |
| GX | 62 | +$62 | +$360 | $86,845 | 91.9% | View → |
| Prius | 55 | -$510 | -$178 | $33,614 | 100% | View → |
| TX 500h Hybrid | 52 | -$640 | -$286 | $75,775 | 94.2% | View → |
| Optiq | 44 | +$238 | +$780 | $58,120 | 95.5% | View → |
| LX 700h Hybrid | 44 | -$1,009 | -$429 | $122,355 | 93.2% | View → |
| LYRIQ | 43 | -$26 | +$2,988 | $65,270 | 100% | View → |
| Escalade | 42 | +$15,312 | +$4,018 | $117,665 | 66.7% | View → |
| Vistiq | 41 | +$2,071 | +$5,911 | $81,615 | 92.7% | View → |
| Escalade ESV | 41 | +$7,566 | +$1,751 | $131,590 | 73.2% | View → |
| Escalade IQ | 40 | +$3,078 | +$2,873 | $142,134 | 95% | View → |
| CT5 | 40 | +$155 | +$2,104 | $55,882 | 97.5% | View → |
| XT5 | 40 | $0 | +$193 | $59,195 | 100% | View → |
| CT4 | 40 | +$118 | +$2,981 | $47,720 | 97.5% | View → |
| CT5-V | 39 | +$15,303 | +$6,159 | $69,785 | 87.2% | View → |
| NX 450h+ Plug-in | 33 | -$487 | -$341 | $66,468 | 100% | View → |
| RX 500h F SPORT | 30 | -$17 | +$108 | $76,136 | 100% | View → |
| LX | 28 | -$1,407 | -$492 | $118,190 | 89.3% | View → |
| RX 450h+ Plug-in | 27 | -$340 | -$248 | $77,920 | 96.3% | View → |
| RZ Electric | 26 | -$1,019 | -$797 | $50,118 | 96.2% | View → |
| Highlander Hybrid | 26 | -$385 | +$134 | $56,227 | 100% | View → |
| Escalade IQL | 26 | +$18,600 | +$15,278 | $141,216 | 76.9% | View → |
| XT6 | 24 | $0 | +$4,924 | $61,865 | 100% | View → |
| ES | 18 | $0 | +$646 | $48,469 | 100% | View → |
| GR86 | 16 | +$1,250 | +$50 | $37,677 | 87.5% | View → |
| GR Supra | 13 | +$2,308 | +$585 | $63,805 | 76.9% | View → |
| GR Corolla | 8 | $0 | -$58 | $50,671 | 100% | View → |
How this is calculated
Markup is the difference between a vehicle's advertised selling price and its total sticker price — MSRP plus any dealer-installed options or add-ons printed on the window sticker. A negative markup means the vehicle is being sold below total sticker, which is the clearest indicator of a genuine discount. State averages are calculated across every active listing at dealers in Florida and refreshed every 24 hours.
We only include models with at least five active listings in Florida so averages are statistically meaningful. Markets with fewer listings can swing dramatically on a single pricing decision, so those are intentionally excluded from this report.
Related: state-by-state markup report · what a markup is · how to negotiate