The 2025 car buying market is proving to be more frustrating than ever for many consumers. While inventory levels are starting to recover, a growing number of vehicles are still commanding prices well above their Manufacturer Suggested Retail Price (MSRP), leaving buyers feeling squeezed.
Today, we look into 10 popular models that are demanding an average of 8% above MSRP, revealing the shocking premiums that car buyers are paying, and whether these vehicles are truly worth the extra cost. Spoiler alert: for some, the answer may surprise you.
1. Toyota GR86: Fun but Impractical
For 2025, the Toyota GR86 is marketed as an affordable sports car, but buyers are paying an average of $2,500 over MSRP, bringing the transaction price up to about $32,500. While it offers driving fun, the GR86 falls short in practicality.
With a tight back seat, limited cargo space, and mediocre tech features, it’s a fun ride for enthusiasts but lacks the daily usability many buyers might expect at this price.
2. Toyota Grand Highlander
The 2025 Toyota Grand Highlander, touted as a premium three-row SUV, demands an average of $3,400 over MSRP, pushing its price north of $47,000.
However, while it’s marketed as luxurious, the interior feels more basic than refined. Its fuel economy also lags behind rivals like the Hyundai Palisade and Kia Telluride. If you’re paying top dollar for a family SUV, you might expect more refinement and innovation than what Toyota delivers here.
3. Toyota bZ4X: Overpriced EV with a Steep Learning Curve
Toyota’s entry into the electric vehicle market, the bZ4X, is commanding an average premium of $3,000 over its MSRP, bringing the price to just over $40,000. Despite its attractive price tag, the bZ4X struggles with a limited range and an underdeveloped charging network.
The technology feels rushed, and there are lingering concerns about long-term reliability, making it a tough sell for buyers looking to jump into the world of EVs.
4. GMC Sierra: A Truck That Doesn’t Justify the Price Tag
The 2025 GMC Sierra has an MSRP under $39,000, but buyers are paying an average of $3,200 more, bringing the price up to about $41,000.
While it’s a capable truck, its outdated interior and less impressive tech and towing capabilities compared to rivals like the Ford F-150 make the premium price hard to justify. It seems buyers may simply be paying for the GMC badge.
5. Toyota 4Runner
The 2025 Toyota 4Runner has an MSRP just over $40,000, but the average transaction price is closer to $44,000. While the 4Runner has earned a reputation as a rugged off-roading SUV, its aging platform and subpar fuel efficiency are significant drawbacks.
The hefty premium might seem worth it for off-road enthusiasts, but for everyday use, it could feel like a poor financial decision.
6. Ford Maverick: A Pricey Compact Pickup
Once hailed as an affordable option, the 2025 Ford Maverick now commands an average of $28,500, over $1,500 above its MSRP of just under $27,000.
Despite its small size and basic interior, buyers are being asked to pay a premium for a pickup that offers limited capabilities. While it may still have appeal for some, its value proposition is less clear with this price increase.
7. Ford Mustang Mach-E
Ford’s bold foray into the electric vehicle market, the Mustang Mach-E, is priced at nearly $40,000 on average, including an almost $3,000 premium over MSRP.
While the Mach-E offers some compelling features, its range is only mediocre, and build quality remains questionable. With rivals like the Tesla Model Y offering more for the same price, many buyers may find themselves regretting the extra investment.
8. Ford F-150: Overpriced Base Model
The Ford F-150, a staple of the American truck market, now demands an average of $40,000 for the base trim, which is far above its MSRP.
While the F-150 offers multiple configurations, even the most basic models are now priced at a premium. With so many options on the market, it’s hard to ignore better alternatives at this price point.
9. Ford Bronco Sport
The 2025 Ford Bronco Sport has a MSRP of around $30,000, but buyers are paying an average of $2,400 more. While it has enjoyed a spotlight as an off-road capable vehicle, its crossover design limits its true off-road potential. Competitors like the Subaru Outback offer more value at a lower price, making it hard to justify the premium.
10. Ford Bronco
Finally, the iconic Ford Bronco has an average transaction price of nearly $41,000, including a staggering $22,900 above MSRP for the base model.
While its retro design and off-road abilities make it appealing to enthusiasts, its poor fuel economy and average reliability raise questions about its long-term value. Buyers may find better value in competitors like the Jeep Wrangler, which offer similar features without the premium price.
