Kentucky Dealer Markups & New Car Prices
Live markup data from 26 Kentucky dealers across 3,727 active listings. Updated daily.
The short version
Kentucky dealers are charging an average markup of -$625 over sticker, which is slightly lower than the national average of -$301 (a 108% discount). Of 3,727 current listings, 93.2% are priced below total MSRP, the strongest signal of a negotiable deal.
Markup by model in Kentucky
| Model | Listings | Avg markup (KY) | Avg markup (US) | Median price | % below MSRP | |
|---|---|---|---|---|---|---|
| Tacoma | 621 | -$1,010 | -$739 | $47,309 | 99% | View → |
| Tundra | 554 | -$1,686 | -$1,553 | $67,755 | 89.5% | View → |
| Camry | 487 | -$523 | -$361 | $35,632 | 95.5% | View → |
| RAV4 | 402 | +$122 | +$346 | $42,999 | 88.6% | View → |
| Corolla | 216 | -$176 | -$212 | $26,570 | 89.4% | View → |
| 4Runner | 187 | -$290 | -$279 | $59,857 | 90.9% | View → |
| Corolla Cross | 173 | -$81 | -$91 | $31,858 | 91.3% | View → |
| Grand Highlander Hybrid | 126 | +$7 | +$282 | $58,504 | 96.8% | View → |
| Sienna | 123 | +$128 | +$284 | $52,385 | 87.8% | View → |
| Grand Highlander | 101 | +$138 | -$19 | $52,128 | 91.1% | View → |
| Highlander | 82 | +$70 | +$42 | $57,392 | 92.7% | View → |
| 4Runner Hybrid | 79 | -$313 | -$277 | $64,504 | 94.9% | View → |
| Sequoia | 78 | -$134 | -$357 | $86,859 | 80.8% | View → |
| RX | 77 | -$2,002 | -$106 | $62,604 | 100% | View → |
| IS | 63 | -$650 | +$50 | $52,652 | 100% | View → |
| TX | 57 | -$2,426 | -$334 | $65,779 | 100% | View → |
| Land Cruiser | 54 | +$175 | +$9 | $72,695 | 83.3% | View → |
| RX Hybrid | 36 | -$754 | +$62 | $61,675 | 100% | View → |
| NX Hybrid | 26 | -$564 | +$104 | $54,920 | 100% | View → |
| TX 500h Hybrid | 23 | -$2,440 | -$286 | $72,510 | 100% | View → |
| NX 450h+ Plug-in | 20 | -$1,039 | -$341 | $66,865 | 100% | View → |
| Prius | 20 | -$502 | -$178 | $35,504 | 90% | View → |
| NX | 19 | -$1,556 | +$10 | $54,234 | 100% | View → |
| RX 450h+ Plug-in | 11 | -$1,057 | -$248 | $78,334 | 100% | View → |
| GR Supra | 11 | -$13 | +$585 | $65,460 | 90.9% | View → |
| XT5 | 11 | $0 | +$193 | $61,120 | 100% | View → |
| GR86 | 10 | -$107 | +$50 | $37,521 | 100% | View → |
| LX 700h Hybrid | 9 | -$3,038 | -$429 | $121,143 | 100% | View → |
| RX 500h F SPORT | 7 | $0 | +$108 | $75,895 | 100% | View → |
| RZ Electric | 7 | -$1,922 | -$797 | $52,804 | 100% | View → |
| GX | 6 | $0 | +$360 | $88,052 | 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 Kentucky and refreshed every 24 hours.
We only include models with at least five active listings in Kentucky 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