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Study Shows Which Vehicles Have Highest Dealer Markups In Each State

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For various reasons, vehicle prices are unstable throughout the United States. Dealer markups have become commonplace, which makes finding a dealer selling a new car at the Manufacturer’s Suggested Retail Price (MSRP) quite rare.

According to recent market research by iSeeCarslooking at more than 1.2 million new car listings in the US, the average new car price in the country is 9.9 percent higher than the MSRP.

Some vehicles sell for much more than that percentage. It’s led by the Jeep Wrangler and Ford Maverick – both selling an average of 25 percent above MSRP. However, in some states, the markup is even higher.

The iSeeCars study has a comprehensive list of states and cars that have the highest markup in each state.

10 States With the Highest Markup Percentage
Country Vehicle % Above MSRP $ Above MSRP
pennsylvania Ford Maverick 34.7% $7,843
Virginia Ford Maverick 34.1% $7,554
New Jersey Ford Maverick 34.0% $7,549
Connecticut Jeep Wrangler 32.0% $10,277
Massachusetts Ford Maverick 31.5% $7,091
Colorado Jeep Wrangler 31.2% $10,321
Washington Ford Maverick 30.8% $7,779
Texas GV70 Kejadian incident 30.2% $13.197
Wisconsin Jeep Wrangler 29.8% $10,159
South Carolina Jeep Wrangler 29.8% $9,829

Although the price above the Ford Maverick’s MSRP is cheaper than the Wrangler’s, the markup with respect to the MSRP is larger. Pennsylvania showed the highest markup of all, showing 34.7 percent for Ford’s compact trucks.

However, the study found that the Jeep Wrangler had the highest markup over MSRP in most states at 15. Wrangler Unlimited ranks next, showing the highest markup in 9 states. Overall, Jeep vehicles are the highest mark-up cars in the 30 states.

Low new car inventories caused by production stoppages and supply chain issues are the cited causes for this price difference.

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