Despite rising vehicle costs, some new cars are selling above their manufacturer’s suggested retail price (MSRP). A recent analysis by Consumer Reports, using data from TrueCar, reveals that buyers are paying premiums on ten models, including a surprise entry: the discontinued Chevrolet Malibu.
Unexpected Price Hikes
The Kia Sportage shows the highest markup, averaging $33,343 for the EX AWD trim—approximately 7% over its $31,290 MSRP. The Hyundai Kona SE and Kia K5 GT also sell at roughly 6% above their listed prices, with transaction costs around $26,091 and $35,159 respectively.
The Toyota Prius LE, a consistently popular vehicle, is another offender, exceeding its $28,350 price tag by 6%, settling around $29,934. Pickup trucks aren’t exempt either; the GMC Sierra 1500 Crew Cab Pro 4WD and Nissan Frontier King Cab SV 4WD average 5% and 4% premiums above their MSRPs.
The Malibu Anomaly
What stands out is the Chevrolet Malibu, which ceased production in late 2024. Yet, TrueCar data shows the 2025 Malibu 2LT still commands a 4% premium, averaging $32,885 instead of its $31,500 MSRP. This suggests lingering demand or limited availability is artificially inflating prices even for a discontinued model.
Other Overpriced Options
The Mitsubishi Outlander Sport Trail Edition 2.0 AWC (5% markup) and Kia Soul S (approx. $24,051 vs. $22,990 MSRP) also contribute to the trend. The Hyundai Palisade SE AWD rounds out the top ten, with a 4% premium over its $39,200 list price.
This phenomenon highlights that even in a softening market, certain vehicles continue to defy traditional pricing norms.
The factors driving these overpayments remain unclear, but they suggest consumer demand, limited supply, or dealership markups are still influencing transaction prices.
