Yes, you can absolutely bargain when buying a new car. The Manufacturer's Suggested Retail Price (MSRP) is almost always a starting point for negotiation, not a final price. Success depends on your preparation, market conditions, and negotiation strategy. Key factors include the vehicle's popularity, time of the month or year, and your willingness to walk away.
The most powerful tool is knowledge of the car's invoice price—what the dealer paid the manufacturer. While this figure is less transparent today due to holdbacks and incentives, it still provides a baseline. A good target is to aim for a sale price between the invoice price and the MSRP. For high-demand models, you might pay at or above MSRP, but for most vehicles, negotiation is expected.
| Vehicle Model | Average MSRP | Average Negotiated Price (Below MSRP) | Typical Discount Percentage |
|---|
| Ford F-150 | $48,500 | $46,200 | ~4.7% |
| Honda CR-V | $35,000 | $33,600 | ~4.0% |
| Toyota RAV4 | $33,000 | $31,700 | ~3.9% |
| Chevrolet Silverado 1500 | $46,000 | $43,700 | ~5.0% |
| Nissan Rogue | $32,000 | $30,900 | ~3.4% |
| Jeep Wrangler | $42,000 | $40,700 | ~3.1% |
| Hyundai Tucson | $31,000 | $29,900 | ~3.5% |
| Subaru Outback | $34,000 | $32,900 | ~3.2% |
Start by securing financing pre-approval from your bank or credit union. This gives you leverage and allows you to focus solely on the vehicle's price, separating it from the financing discussion. When you negotiate, do so on the out-the-door price, which includes all taxes and fees, to avoid last-minute add-ons.
Be prepared to leave if the deal isn't right. Salespeople are often motivated by monthly and quarterly sales targets, so shopping at the end of these periods can work in your favor. Your strongest negotiating position is being an informed, polite, but ready-to-walk-away buyer.
