A comprehensive analysis of current market data reveals that despite general improvements in vehicle availability and pricing, several popular models continue to command significant markups above their manufacturer’s suggested retail prices (MSRP). According to recent transaction data examined by Consumer Reports, utilizing information from TrueCar, certain vehicles are consistently selling for approximately 8 percent above their sticker prices.
Ford and Toyota dominate the list of vehicles experiencing the highest markups, reflecting continued strong demand for specific models from these manufacturers. The findings indicate that while the overall automotive market has largely stabilized, particular segments and models remain subject to premium pricing.
The Ford lineup features prominently among vehicles commanding above-MSRP prices, with five models making the list. The iconic Ford Bronco leads the Ford contingent, with buyers paying an average of $2,872 above its base MSRP of $37,995 for the 2025 Base 2-Door 4WD model. The smaller Bronco Sport Big Bend AWD follows suit, averaging $2,369 over its $29,995 sticker price.
Perhaps most surprisingly, Ford’s entry-level Maverick pickup continues to demand a premium despite its positioning as an affordable option. The hybrid XL FWD variant typically sells for $28,535, representing a $2,140 increase over its modest $26,395 MSRP. The F-150, Ford’s perennial bestseller, maintains its market strength with the XL Regular Cab 2WD commanding a $2,959 premium over its $37,350 base price. The Mustang Mach-E electric crossover rounds out Ford’s representation, with buyers paying roughly $2,938 above its $36,495 MSRP for the Select RWD model.
Toyota’s presence on the list is equally notable, with four models experiencing significant markups. The Grand Highlander leads Toyota’s premium pricing trend, with its LE FWD trim commanding the highest dollar markup among all listed vehicles at $3,416 above its $40,860 MSRP. The venerable 4Runner, in its SR5 2WD configuration, follows closely with a $3,313 premium over its $40,770 sticker price.
The Japanese manufacturer’s electric offering, the bZ4X XLE FWD, demonstrates that demand for electrified vehicles remains strong, with buyers paying an average of $3,092 above its $37,070 MSRP. Even Toyota’s sports car entry, the GR86 with manual transmission, commands a $2,508 premium over its $30,000 base price.
Rounding out the top ten is the GMC Sierra 1500 Regular Cab 2WD Pro, which typically sells for $41,419, representing a $3,119 increase over its $38,300 MSRP. This inclusion suggests that premium pricing extends beyond just the most popular manufacturers.
Market analysts note that these premiums persist despite general improvements in vehicle availability and pricing across the broader market. The concentration of markups among specific models indicates targeted demand for particular vehicle types and brands rather than systemic market pressures.
For consumers in the market for these vehicles, the data suggests considering alternative models or being prepared to negotiate more aggressively. Interestingly, some trim levels of the same model may offer better value propositions – as evidenced by the Bronco Sport Outer Banks trim being cited among the best SUV deals while its Big Bend variant makes the list of worst deals.
This pricing dynamic demonstrates the complexity of the current automotive market, where general trends toward normalization coexist with persistent premium pricing for specific models. As the market continues to evolve, consumers are advised to research thoroughly and consider multiple options before making a purchase decision, as alternatives might offer similar features without the additional markup.
The findings underscore the importance of careful market research and potentially expanding search criteria when shopping for a new vehicle, as similar vehicles might be available without the premium pricing currently attached to these popular models.
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