New-car shoppers in the U.S. market had an unusual advantage in September 2026, with many models selling for thousands of dollars below their sticker prices.
TrueCar transaction data shows just how aggressive those discounts had become, with the Polestar 4 averaging $25,000 below MSRP and the Volkswagen ID.4 averaging 42.9 percent below sticker.
The list includes electric vehicles, hybrids, luxury sedans, SUVs, pickups, and family-oriented models. Some discounts were modest in dollar terms but substantial as percentages, while others delivered more than $25,000 in savings. These figures reveal where buyers had the greatest negotiating leverage during the month.
1. Polestar 4
The Polestar 4 led the September 2026 ranking with a reported $25,000 discount from sticker, representing 43.3 percent below MSRP. That combination is remarkable because the savings are large in both percentage and absolute-dollar terms.
A buyer considering this electric crossover could therefore see a substantial reduction from the manufacturer’s suggested price before accounting for taxes, registration, financing costs, or other charges.
The figure also places the vehicle in a very different pricing position from what its premium positioning might suggest. Rather than simply offering a small dealer incentive, the reported transaction gap represents nearly half of the vehicle’s sticker price.
TrueCar’s current U.S. information lists the 2026 model with single- and dual-motor configurations, while its published specifications show as much as 544 horsepower and up to 310 miles of EPA-estimated range depending on configuration.
The September transaction figure makes this model particularly noteworthy for buyers comparing premium EVs where incentives can dramatically change the effective purchase price.
2. Volkswagen ID.4
The Volkswagen ID.4 posted the second-highest percentage discount in the supplied September 2026 data, with buyers paying an average of $17,782 below MSRP. That equates to a remarkable 42.9 percent reduction from sticker.
The percentage is almost as eye-catching as the dollar figure, suggesting that transaction pricing was dramatically detached from the manufacturer’s suggested price during this period.
For a family-oriented electric SUV, such a gap can change the financial calculation considerably. Someone comparing several similarly sized electric crossovers could find that a substantial discount makes this vehicle much less expensive than its sticker price would initially indicate.
The important point is that the figure represents transaction data rather than a theoretical maximum advertised incentive. That distinction makes the number more meaningful when assessing actual market conditions.
A discount approaching $18,000 also demonstrates how sharply advertised MSRP and real-world transaction pricing can diverge when inventory, incentives, and consumer demand push dealers toward aggressive deals.
3. Polestar 3
The Polestar 3 recorded a $25,000 average discount in the September data, putting it alongside the Polestar 4 as one of the month’s most heavily discounted vehicles in dollar terms.
Its reported 36.3 percent reduction is especially significant because the model occupies a premium electric SUV category where the original sticker can be considerably higher than mainstream alternatives.
A $25,000 reduction can transform the purchasing equation for a buyer who is already considering a luxury EV. Instead of judging the vehicle solely by its listed MSRP, shoppers can compare the effective transaction price against competing models from established luxury manufacturers.
The percentage figure also shows that the discount was not simply a consequence of a high base price. More than one-third of the sticker value was being removed in the reported transaction data.
That makes the Polestar 3 one of the clearest examples of how aggressive U.S. EV pricing had become by September 2026, particularly among premium electric models seeking stronger showroom demand.
4. Kia Niro EV
The Kia Niro EV appeared fourth with an average discount of $11,732, equivalent to 28.5 percent below MSRP. Unlike the largest-dollar discounts near the top of the list, this model demonstrates how a five-figure reduction can be significant without requiring an especially expensive vehicle to begin with.
The percentage figure is the more revealing part of the result. A 28.5 percent reduction means nearly three out of every ten dollars represented by the sticker price were absent from the reported transaction amount.
For shoppers interested in an electric crossover, that can substantially alter the comparison with gasoline-powered alternatives. The Niro EV is also a useful reminder that heavy discounting was not restricted to luxury vehicles.
Mainstream manufacturers could face similar pressure when trying to move electric inventory. A buyer who begins negotiations using MSRP as the reference point could therefore be leaving considerable savings on the table if actual transaction data shows a much lower market price.
5. Audi A8
The Audi A8 recorded the largest dollar discount among the first five entries, with an average reduction of $25,778. Its 26.7 percent discount means the savings represented more than one-quarter of the vehicle’s sticker price.
That result gives the flagship sedan a particularly interesting position in this ranking. Luxury buyers are accustomed to paying substantial amounts for premium equipment, but a discount exceeding $25,000 changes the equation in a major way.
A customer who had already budgeted for a high-end sedan could potentially redirect some of the savings toward taxes, financing, maintenance, or additional equipment.
The percentage also indicates that the discount was not merely the result of the A8’s high starting price. More than 26 percent of MSRP disappeared in the transaction calculation.
This makes the model one of the strongest examples of a luxury vehicle where the sticker price provides a poor indication of what the market was actually charging during September 2026.
6. Ford Escape Plug-In Hybrid
The Ford Escape Plug-In Hybrid registered a $9,688 average discount, corresponding to 26.3 percent below MSRP. That puts the model among the strongest percentage bargains in the supplied data despite its significantly lower dollar savings than the most heavily discounted luxury and electric vehicles.
Its result is particularly useful for shoppers who want electrification without moving entirely to a battery-electric vehicle. A plug-in hybrid can appeal to buyers who want electric driving for shorter trips while retaining gasoline capability for longer journeys. When nearly $10,000 is removed from the sticker price, the financial argument becomes considerably stronger.
The 26.3 percent reduction also places this vehicle ahead of numerous more expensive models when measured strictly by percentage. That difference illustrates why discount percentage and dollar savings tell two different stories.
A buyer looking for the largest cash saving may focus on the $25,000-plus discounts, while someone seeking the greatest reduction relative to MSRP may find the Escape Plug-In Hybrid much more compelling.
7. Audi RS e-tron GT
The Audi RS e-tron GT delivered the largest dollar discount in the entire list, with September transactions averaging $38,312 below MSRP. Its 22.3 percent reduction is extraordinary because the savings alone exceed the entire transaction discount reported for many vehicles elsewhere in the ranking.
This is a high-performance electric model, so the sheer size of the discount has an immediate effect on its effective market positioning. A buyer considering an expensive performance EV could potentially save more than $38,000 compared with the sticker benchmark. That is enough to materially change comparisons with rival luxury performance cars.
The 22.3 percent figure is also important. Although several vehicles posted larger percentage reductions, none of the other entries supplied here reached the same dollar savings. The result shows why looking at both measurements is essential.
Percentage rankings identify relative discounting, while dollar rankings reveal the actual amount of money that buyers were avoiding at the transaction stage.
8. Hyundai Elantra Blue Hybrid
The Hyundai Elantra Blue Hybrid averaged $5,991 below MSRP, translating to a 22.2 percent discount. Its place on the list demonstrates that substantial percentage reductions were available even among more affordable passenger cars.
The dollar saving may look modest beside six-figure luxury vehicles, but nearly $6,000 can have a meaningful impact on the cost of a mainstream vehicle. It can reduce the amount financed, lower monthly payments, or simply provide a larger financial cushion for ownership expenses.
The hybrid configuration adds another interesting dimension. Buyers seeking improved fuel economy often compare hybrid vehicles partly on their higher purchase prices and potential fuel savings.
When the transaction price falls by more than $5,000, that initial price difference can shrink considerably. The September data therefore places the Elantra Blue Hybrid among the models where shoppers had a strong reason to compare actual transaction pricing rather than relying exclusively on the published sticker.
9. Kia EV9
The Kia EV9 was reported at $12,452 below MSRP, representing a 22.0 percent discount. That puts the large electric SUV in an unusual position because the savings are substantial in both absolute and percentage terms.
A buyer shopping for a three-row electric vehicle could view a five-figure reduction as particularly important. Large electric SUVs can carry higher purchase prices because of their battery capacity, size, and equipment levels. Reducing the transaction price by more than $12,000 changes the affordability equation considerably.
The 22 percent figure also puts the EV9 near the top of the September ranking despite not having the largest dollar discount. That difference illustrates the importance of the original MSRP in interpreting transaction data.
A percentage discount measures how much of the sticker has disappeared, while the dollar figure tells buyers exactly how much money separates the two prices. In this case, both measures indicate unusually aggressive pricing.
10. Ford Transit Cargo
The Ford Transit Cargo recorded a $10,577 discount, equivalent to 21.4 percent below MSRP. Unlike many models surrounding it, this vehicle serves a commercial purpose, making its position especially interesting for businesses and fleet operators.
For a commercial buyer, a five-figure reduction can have consequences beyond the purchase itself. Lower acquisition costs can reduce financing requirements and improve the economics of adding another vehicle to a working fleet. The 21.4 percent figure also indicates that the saving was substantial relative to the vehicle’s sticker price.
The Transit Cargo’s presence shows that aggressive transaction pricing was not limited to passenger vehicles. Commercial vans can be heavily influenced by fleet purchasing patterns, inventory levels, and business demand.
When those forces move in favor of buyers, the resulting discounts can become large enough to materially change the cost of putting a new work vehicle into service.
11. Ford Bronco Sport
The Ford Bronco Sport appeared with an average discount of $7,530, representing 21.4 percent below MSRP. Its percentage matches the Transit Cargo exactly, although the two vehicles serve completely different purposes.
The Bronco Sport’s result is notable because compact SUVs are among the most competitive areas of the U.S. market. Buyers can compare numerous models, giving transaction pricing a significant role in purchase decisions. A discount exceeding $7,500 can make one vehicle considerably more attractive when competing models are selling closer to sticker.
The 21.4 percent figure also means the discount was not merely a small incentive expressed as a large dollar amount. It represented more than one-fifth of the stated MSRP.
That makes the model one of the strongest percentage bargains in the dataset and demonstrates how sharply actual transaction prices could differ from the sticker during September.
12. Ford Escape Active
The Ford Escape Active averaged $6,655 below MSRP, with the discount reaching 20.9 percent. The result places this compact SUV just below the 21 percent threshold while keeping it firmly among the vehicles with the most aggressive transaction pricing.
Its $6,655 saving is substantial enough to affect a buyer’s financing calculation, particularly for customers who intend to finance most of the purchase. The percentage provides additional context because the discount represents roughly one-fifth of the sticker price.
The Escape Active also demonstrates how different versions of the same general vehicle family could appear in the rankings. Transaction pricing can vary substantially according to trim, powertrain, inventory, and buyer demand.
Therefore, shoppers should not assume that the pricing behavior of one version automatically applies to every configuration. The September figure specifically identifies this trim as one where buyers were seeing unusually deep reductions.
13. Ford Escape Platinum Hybrid
The Ford Escape Platinum Hybrid delivered a $7,432 average discount, corresponding to 19.7 percent below MSRP. It therefore came close to the 20 percent mark while offering a larger dollar reduction than the standard Escape Active entry.
The hybrid powertrain and higher trim level make the transaction figure particularly interesting. Higher-priced configurations can produce larger dollar discounts even when their percentage reduction is similar to less expensive versions. Here, the reported saving exceeds $7,000, giving buyers meaningful room between sticker and transaction price.
A 19.7 percent discount also means the buyer was retaining a substantial portion of the sticker price while still receiving a notable reduction. For customers interested in a better-equipped hybrid SUV, the number provides a strong reason to compare actual market transactions before accepting a dealer’s initial offer.
14. Subaru Legacy Premium
The Subaru Legacy Premium averaged $5,854 below MSRP, or 19.3 percent off sticker. Its position shows that deep transaction discounts were available even on conventional passenger cars rather than exclusively SUVs and EVs.
A saving approaching $6,000 can be meaningful on a midsize sedan because it directly reduces the purchase price before financing and ownership costs are considered. The percentage is equally notable, putting the model only a short distance below the 20 percent threshold.
The Legacy Premium’s presence also adds variety to the ranking. While much of the list is dominated by electrified vehicles and luxury products, this sedan demonstrates that buyers could find significant discounts in a traditional segment.
For shoppers who do not require an SUV or electric powertrain, such pricing can make a conventional sedan worth considering when transaction prices are substantially below MSRP.
15. Audi Q7 Premium Plus
The Audi Q7 Premium Plus posted an average discount of $12,920, equivalent to 19.2 percent below MSRP. The five-figure saving makes it one of the more significant luxury SUV discounts in the dataset.
Unlike several vehicles that rely primarily on a high percentage reduction, this model combines a substantial dollar saving with a reduction approaching one-fifth of sticker. That gives shoppers two reasons to pay attention to the transaction figure.
For a buyer considering a premium three-row SUV, a $12,920 reduction can materially alter the comparison between brands.
Luxury vehicles often carry substantial equipment and pricing differences between trims, so an aggressive transaction price can make a higher-tier model more attainable than its sticker suggests. The September data places this Audi among the strongest examples of that effect.
16. Subaru WRX Limited
The Subaru WRX Limited recorded an $8,331 discount, translating to 19.2 percent below MSRP. Its inclusion adds a performance-oriented sedan to a list otherwise filled with family vehicles, SUVs, and electric models.
The dollar reduction is notable because performance variants can sometimes command stronger demand than ordinary versions. In this case, however, the transaction data indicates that buyers were able to obtain a considerable reduction from the manufacturer’s suggested price.
Nearly one-fifth of MSRP disappeared from the reported transaction figure. For an enthusiast who is already committed to a performance-oriented compact sedan, that can represent substantial value. It also illustrates that discounts were not necessarily concentrated in vehicles designed purely for practicality.
Even a model built around driving appeal could be sold significantly below its sticker benchmark during the period covered by the data.
17. GMC Sierra 1500 Pro
The GMC Sierra 1500 Pro averaged $8,470 below MSRP, resulting in an 18.8 percent discount. Pickup trucks often carry significant sticker prices, so the dollar value of this reduction deserves attention even though the percentage is below the top entries.
A saving of more than $8,000 can make a major difference to buyers using a truck for work, towing or everyday transportation. For business owners, a lower transaction price can also influence the cost of adding a vehicle to a fleet.
The Sierra’s position further demonstrates that discounts were not confined to passenger cars or electric vehicles. A full-size pickup appeared alongside premium sedans, EVs and family SUVs, showing that transaction pricing was moving differently across individual models.
The 18.8 percent reduction gives buyers a clear indication that the sticker price was not necessarily the final market reference point.
18. INFINITI QX80 Pure
The INFINITI QX80 Pure recorded a $16,059 average discount, equal to 18.7 percent below MSRP. Its percentage is lower than several vehicles earlier in the ranking, but its dollar savings are among the largest.
That combination makes the full-size luxury SUV particularly interesting. A buyer could potentially save more than $16,000 compared with the sticker benchmark, which is enough to meaningfully change the effective cost of ownership financing.
The QX80 also demonstrates why percentage-only rankings can hide major savings. A vehicle with a lower percentage reduction can still deliver substantially more money back to the buyer than a cheaper model with a higher percentage.
Here, the reported transaction gap gives shoppers a concrete figure to consider when comparing large luxury SUVs and negotiating against advertised pricing.
19. Chevrolet Blazer EV RS
The Chevrolet Blazer EV RS appeared with a $10,356 discount, representing 18.6 percent below MSRP. That places another electric vehicle inside the upper portion of the ranking and reinforces the strong presence of EVs among the heavily discounted models.
A five-figure reduction can significantly change the effective purchase price of an electric SUV. Buyers can compare the transaction figure against similarly sized gasoline and hybrid vehicles rather than judging the EV solely by its original sticker.
The 18.6 percent discount is also substantial enough to show that the gap was not a token incentive. Nearly one dollar in every five represented by MSRP was removed in the reported transaction pricing.
For shoppers considering a premium-oriented electric crossover, the difference between list price and actual market price could therefore be a major factor in deciding whether the model makes financial sense.
20. Subaru Outback Base
The Subaru Outback Base registered a $5,847 discount, putting its transaction price 18.6 percent below MSRP. Although the dollar saving is smaller than the six-figure luxury discounts farther up the ranking, it remains meaningful for a mainstream family vehicle.
The base trim’s presence is particularly useful because buyers often assume entry-level versions will have less room for negotiation than expensive, highly equipped vehicles. The September data indicates that this model was still being transacted at a sizeable discount.
A reduction approaching 20 percent can materially lower the purchase price of a practical crossover wagon. For a household focused on affordability, the difference could be more important than adding optional equipment.
The figure also highlights a broader trend across the list. Actual transaction prices differed substantially from MSRP, meaning buyers who focused only on the sticker price could overlook significant savings available in the market.
21. Subaru Forester Base
The Subaru Forester Base matched the Outback’s 18.6 percent discount, although the dollar reduction was slightly smaller at $5,824. That figure still represents a substantial saving for a mainstream compact SUV.
The difference between the two Subaru models is only $23 in reported discount, making their transaction figures remarkably close. Yet the important takeaway is not the tiny gap between them. It is the fact that both were selling nearly one-fifth below sticker according to the supplied September data.
For shoppers comparing practical Subaru models, this kind of pricing information can be more useful than simply looking at advertised MSRP. A lower transaction figure can change which trim or model provides the strongest value.
The Forester’s appearance also shows that significant discounts were available on conventional gasoline-powered SUVs alongside the heavily discounted EVs.
22. Chevrolet Silverado High Country
The Chevrolet Silverado High Country recorded an $11,945 average discount, equal to 18.5 percent below MSRP. The savings are substantial in dollar terms and put the full-size pickup among the most heavily discounted trucks in the dataset.
High-end pickup trims can become expensive quickly because of equipment, capability, and premium features. A reduction approaching $12,000 therefore has the potential to significantly change the effective purchase price.
The percentage is also noteworthy because it remains close to the 20 percent level. The result suggests that shoppers interested in a well-equipped full-size truck had meaningful leverage during the month.
Rather than treating the sticker as a fixed starting point, buyers could use the reported transaction gap as evidence that actual market pricing was considerably lower.
23. Kia EV3 Light
The Kia EV3 Light averaged $5,747 below MSRP, translating to an 18.3 percent discount. Its presence shows that substantial transaction reductions were not limited to large or expensive EVs.
The dollar savings are smaller than the reductions recorded by larger electric vehicles, but the percentage indicates that the gap remained substantial relative to the sticker price. For shoppers seeking a smaller EV, this could make the model significantly more competitive against similarly priced alternatives.
The EV3’s appearance also adds an important contrast to the luxury EVs farther up the ranking. Instead of needing an expensive vehicle to generate a large percentage reduction, this model achieved nearly one-fifth off according to the supplied transaction data.
That makes it a useful example of how pricing pressure could reach different levels of the electric-car market.
24. Volkswagen ID. Buzz Pro S
The Volkswagen ID. Buzz Pro S averaged $11,106 below MSRP, or 18.0 percent off sticker. The combination of a five-figure discount and an 18 percent reduction places the electric van among the more significant bargains in the September dataset.
The dollar saving is especially notable because the model occupies a distinctive niche. Buyers interested in a modern electric van have fewer direct alternatives than shoppers in mainstream crossover segments, yet the transaction data shows a substantial gap between sticker and actual market pricing.
For a buyer already interested in the vehicle’s unusual design and people-moving format, a reduction exceeding $11,000 can materially change the financial proposition.
The figure also demonstrates that distinctive products are not automatically protected from discounting when market conditions encourage dealers to lower transaction prices.
25. Chevrolet Silverado EV LT
The Chevrolet Silverado EV LT posted a $13,442 average discount, representing 17.9 percent below MSRP. Its percentage is lower than several models above it, but its dollar reduction ranks among the strongest in the entire dataset.
The combination is particularly significant for an electric pickup because high transaction prices can otherwise make EV trucks difficult to compare with conventional pickups. More than $13,000 in savings narrows that difference substantially.
The 17.9 percent figure also indicates that the discount was not merely the result of an unusually high sticker.
Nearly one-fifth of the MSRP was absent from the reported transaction amount. That gives prospective buyers a useful reference point when considering how much flexibility may exist between advertised pricing and actual market transactions.
26. Audi Q6 e-tron Premium
The Audi Q6 e-tron Premium averaged $11,923 below MSRP, with transactions coming in 17.8 percent under sticker. Its five-figure discount places it firmly among the more aggressively priced premium electric vehicles on the list.
For shoppers considering a luxury electric SUV, a reduction of nearly $12,000 can make a significant difference. It can lower the effective purchase price enough to bring the vehicle closer to less expensive competitors while retaining its premium positioning.
The 17.8 percent figure is equally important because it shows that the discount was substantial relative to the original price. The model therefore combines a meaningful cash saving with a sizable percentage reduction.
That combination makes it one of the more interesting entries for buyers who want a luxury EV but are unwilling to pay the full sticker amount.
27. Subaru BRZ
The Subaru BRZ recorded a $6,883 average discount, equivalent to 17.8 percent below MSRP. Its inclusion adds a dedicated sports car to a list dominated by practical vehicles and electrified models.
A discount approaching $7,000 can be especially meaningful on a relatively focused performance car because buyers often place greater importance on the purchase price itself. The percentage indicates that the saving was not simply a small incentive attached to an expensive vehicle.
The BRZ’s presence also demonstrates that transaction discounts could extend into enthusiast-focused segments.
A buyer looking specifically for a lightweight sports coupe therefore had a model appearing in a dataset where actual transactions were significantly below the manufacturer’s suggested price.
28. Audi A6 e-tron Sportback
The Audi A6 e-tron Sportback averaged $11,912 below MSRP, putting its transaction price 17.7 percent under sticker. The dollar saving is nearly identical to the Q6 e-tron’s reduction, although the percentage differs slightly.
That similarity makes the two entries particularly interesting when viewed together. Both show that premium electric Audi models were appearing with five-figure transaction discounts in the September data. For buyers comparing body styles, the difference in effective price could therefore become more important than the original MSRP.
The 17.7 percent reduction also places this model comfortably inside the group receiving some of the strongest discounts in the supplied ranking.
A buyer considering a luxury electric fastback could potentially save nearly $12,000 simply by purchasing at the reported transaction level rather than paying sticker.
29. Chrysler Pacifica Select
The Chrysler Pacifica Select posted an $8,224 average discount, representing 17.7 percent below MSRP. Its inclusion is notable because minivans occupy a very different segment from the luxury EVs and performance vehicles appearing elsewhere on the list.
Families shopping for a three-row people mover could therefore find substantial room between sticker and transaction pricing. More than $8,000 is enough to materially affect financing costs and the total purchase price, particularly for households focused on maximizing practical value.
The percentage reduction reinforces that point. The Pacifica Select was not merely receiving a small incentive because of its higher MSRP.
The discount represented almost one-fifth of the stated sticker price. That makes it one of the strongest mainstream family-vehicle entries in the supplied September transaction data.
30. Subaru Ascent Premium
The Subaru Ascent Premium completed the list with an average discount of $7,268, equal to 17.6 percent below MSRP. Although it ranks last among these 30 vehicles by percentage, the reported savings remain significant for a family-oriented three-row SUV.
A discount exceeding $7,000 can significantly change the economics of a new-vehicle purchase, especially when shoppers are comparing several similarly sized models. The percentage also shows that the savings were substantial relative to the vehicle’s sticker price rather than simply reflecting a higher-priced vehicle.
Its position at number 30 provides a useful benchmark for the entire ranking. Even the least discounted model included here was reportedly selling more than 17 percent below MSRP.
That means every vehicle on the list had a transaction gap large enough to attract attention from buyers who were prepared to compare real market prices rather than accepting the sticker as the final reference point.
