Why Are Buyers Paying More Than Sticker Price For These Common Cars?

A handful of popular vehicles are selling for more than sticker price. Included on the list are several low-cost models, a pickup truck, a crossover SUV, and even a sporty coupe.

The average transaction price of a new car this month is hovering right around $49,000, and the average incentive applied to the car’s MSRP is around 7%. But those are averages, and therefore don’t apply equally across all makes and models. According to Consumer Reports, which used data from TrueCar, some new cars are selling for as much as 5% over their sticker prices.

At the top of the list is the Toyota Prius. While older versions of Toyota’s hybrid hatchback were pretty dour to drive, the latest version is quite a bit different. In fact, it’s fun. It still returns excellent fuel economy—57 miles per gallon combined in front-wheel-drive form or 54 mpg with all-wheel drive—which certainly doesn’t hurt its popularity, either. Consumer Reports says the Prius is selling for more than 5% above its MSRP.

The Kia Soul, Hyundai Kona, and (shockingly) the Mitsubishi Outlander Sport are also selling for around 5% over their sticker prices. We’d surmise that high used car prices are prompting buyers to explore vehicles like these that represent relatively low-cost options right off the dealership lot and carry a full factory warranty.

A total of five vehicles are selling for around 4% over the prices displayed on their window stickers: the Nissan Kicks, Ford Maverick, Hyundai Venue, Toyota RAV4, and Toyota 86. As the cheapest way to park a pickup truck in your driveway, the Maverick is seemingly attracting plenty of interest from buyers, despite the fact that its base price has risen dramatically over the last few years.

The Nissan Kicks and Hyundai Venue belong in the same category as the Soul, Kona, and Outlander Sport as vehicles with prices low enough that they are probably attracting some would-be used car buyers. As the most popular crossover in America, we’re not surprised to see the RAV4 on the list, though the sporty 86 Coupe is a bit of a head scratcher. Maybe there aren’t many of them floating around on showroom floors.

And finally, there’s the Kia Seltos, which again is a low-cost new-car option. It’s selling for around 3% over sticker price, according to Consumer Reports.

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