South Carolina Dealer Markups & New Car Prices
Live markup data from 31 South Carolina dealers across 4,465 active listings. Updated daily.
The short version
South Carolina dealers are charging an average markup of -$81 over sticker, which is roughly in line with the national average of -$301 (a 73% premium). Of 4,465 current listings, 97.2% are priced below total MSRP, the strongest signal of a negotiable deal.
Markup by model in South Carolina
| Model | Listings | Avg markup (SC) | Avg markup (US) | Median price | % below MSRP | |
|---|---|---|---|---|---|---|
| Tacoma | 888 | -$325 | -$739 | $45,417 | 98.4% | View → |
| Camry | 660 | -$256 | -$361 | $34,975 | 97.9% | View → |
| Tundra | 625 | -$651 | -$1,553 | $66,649 | 92.8% | View → |
| Corolla | 464 | -$102 | -$212 | $25,429 | 99.1% | View → |
| RAV4 | 335 | +$9 | +$346 | $40,303 | 98.8% | View → |
| Corolla Cross | 185 | -$18 | -$91 | $30,770 | 97.8% | View → |
| 4Runner | 145 | -$196 | -$279 | $57,224 | 93.8% | View → |
| Grand Highlander | 144 | -$23 | -$19 | $56,129 | 97.9% | View → |
| Highlander | 131 | +$63 | +$42 | $55,799 | 95.4% | View → |
| Sienna | 130 | -$58 | +$284 | $49,774 | 98.5% | View → |
| Grand Highlander Hybrid | 121 | -$5 | +$282 | $59,438 | 98.3% | View → |
| Sequoia | 102 | -$166 | -$357 | $86,288 | 100% | View → |
| 4Runner Hybrid | 97 | -$231 | -$277 | $65,375 | 95.9% | View → |
| TX | 61 | -$76 | -$334 | $68,111 | 100% | View → |
| Land Cruiser | 53 | +$115 | +$9 | $73,347 | 98.1% | View → |
| RX | 46 | +$43 | -$106 | $62,668 | 97.8% | View → |
| RX Hybrid | 41 | $0 | +$62 | $63,163 | 100% | View → |
| XT5 | 27 | $0 | +$193 | $60,595 | 100% | View → |
| IS | 19 | $0 | +$50 | $55,532 | 100% | View → |
| NX | 16 | $0 | +$10 | $53,315 | 100% | View → |
| Escalade | 15 | +$7,638 | +$4,018 | $121,290 | 93.3% | View → |
| CT5-V | 15 | +$9,219 | +$6,159 | $68,010 | 93.3% | View → |
| Prius | 13 | +$7 | -$178 | $34,521 | 92.3% | View → |
| NX Hybrid | 13 | $0 | +$104 | $59,425 | 100% | View → |
| Optiq | 12 | +$125 | +$780 | $57,242 | 91.7% | View → |
| LYRIQ | 11 | -$604 | +$2,988 | $81,433 | 100% | View → |
| CT5 | 10 | $0 | +$2,104 | $56,752 | 100% | View → |
| Escalade ESV | 9 | $0 | +$1,751 | $134,645 | 100% | View → |
| Vistiq | 9 | -$968 | +$5,911 | $81,315 | 100% | View → |
| CT4 | 8 | +$883 | +$2,981 | $46,880 | 87.5% | View → |
| RX 500h F SPORT | 7 | $0 | +$108 | $76,068 | 100% | View → |
| TX 500h Hybrid | 7 | $0 | -$286 | $76,663 | 100% | View → |
| Highlander Hybrid | 6 | $0 | +$134 | $57,521 | 100% | View → |
| LX 700h Hybrid | 6 | +$91 | -$429 | $122,327 | 83.3% | View → |
| GX | 5 | $0 | +$360 | $88,002 | 100% | View → |
| NX 450h+ Plug-in | 5 | -$704 | -$341 | $66,678 | 100% | View → |
| GR86 | 5 | $0 | +$50 | $38,083 | 100% | View → |
| Escalade IQ | 5 | +$26,685 | +$2,873 | $135,815 | 80% | 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 South Carolina and refreshed every 24 hours.
We only include models with at least five active listings in South Carolina 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