Most new automotive consumers are actually paying lower than sticker value

New York
CNN
 — 

Americans can once again buy cars for less than sticker price. But that doesn’t mean they’re finding bargains at their local dealerships.

A year ago, record tight inventories meant 80% of buyers were paying more than the manufacturers’ suggested retail price (MSRP), or sticker price, according to data from Edmunds. For decades, car buyers had been able to negotiate a discount.

Today, only 36% of buyers are paying above sticker. After paying an average of $700 above MSRP in the spring, buyers paid an average of $300 less than sticker in December.

That’s still far less than the $2,600 average that buyers saved on the sticker price in 2019, according to Edmunds’ data — while the average transaction price remains at a record high, according to data from both Edmunds and Cox Automotive, which both track car sales, prices and inventories.

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