Brand-by-Brand Guide to the Best Car Deals

Jeff S. Bartlett

Consumer Reports has no financial relationship with advertisers on this site.

The car market in 2020 has seen a roller coaster ride of supply and demand. Factories are up and running, car sales are resuming, and dealership inventories are in flux. It's no wonder that it can be difficult to track down great deals. They seem to appear without rhyme or reason. That's why Consumer Reports has been studying the available deals from different perspectives, including the brand-level view presented here.

Some models are selling for thousands of dollars off their sticker price (ahem, Volvo), while others are holding quite tight. The total average among all models with incentives is $2,077 off MSRP. And the brand with the greatest average savings is Jaguar, at $5,300.

To help our members through these challenging times, CR has analyzed available discounts for our Best New Car Deals and Best Deals on SUVS. We also studied transaction prices to find where people are truly saving (see “The Most Discounted New Cars Right Now”).

There's often quite a difference in the results from these two approaches, and in some cases, buyers are leaving a lot of money on the hood. The transaction data shows that some could negotiate a larger reduction off MSRP. That's why it's important to understand the market now, and find out what people are paying in your area for the models you're considering. This information is available on the Pricing tab on the model pages.

For a different look at the available discounts, we evaluated incentives by brand to determine which ones you'll easily score a deal from. But you still need to check those local transaction prices to be equipped to get a great deal.

Only 2020 model-year cars that have incentives are included below, and we averaged those incentives at the trim level to come up with a brand average. This doesn't factor in models without automaker incentives, and we indicate below how many trim variants were counted in this average.

With this approach, you can readily see that Genesis is offering significant savings, on average, for its product line, while Chevrolet, Nissan, and Ram have many models without such incentives. The trend seems to be that sports cars and commercial-grade trucks are the models and trims that are most often sold without them.

There were quite a number of brands that currently don’t have traditional customer incentives, including Acura, Audi, BMW, Honda, Infiniti, Lexus, Maserati, Mercedes-Benz, Mini, Porsche, Subaru, Volkswagen, and Volvo. That doesn't mean there's no negotiation room on models from these brands, but you may have to work a bit harder for the savings.

We present our findings below in two charts: One with the brands organized in alphabetical order and the other ranking the brands by average savings. The second chart list the models with the largest incentives.

Do a cross-check with our other lists of deals to find specific savings on highlighted models.

Shop CR's Car Buying Service From Home

The Consumer Reports Build & Buy Car Buying Service is evolving to face the challenges of shopping during the pandemic. The core service engages a nationwide network of more than 16,000 participating dealers to provide upfront pricing information and a certificate to receive guaranteed savings off MSRP. A growing number of dealerships are enrolled in a Buy From Home program, enabling buyers to complete the process without going to a dealership.

Participating dealerships will take you through the paperwork remotely and deliver a sanitized vehicle right to your home, all at a fair price. When using the Build & Buy Car Buying Service, accessed through the car model pages, you'll find Buy From Home participants denoted by a special banner highlighting “Buy From Home: Have your vehicle delivered to you and complete your paperwork at home.”

More from Consumer Reports:
Top pick tires for 2016
Best used cars for $25,000 and less
7 best mattresses for couples


Average Incentives

Trims With Incentives

Alfa Romeo $1,227 22 of 23
Buick $3,818 33 of 36
Cadillac $2,961 38 of 42
Chevrolet $3,417 184 of 228
Chrysler $1,630

23 of  25

Dodge $3,643 39 of 43


$1,636 11 of 12
Ford $977 311 of 403
Genesis $2,833 15 of 15
GMC $3,815 123 of 150
Hyundai $1,647 73 of 87
Jaguar $5,300 50 of 50
Jeep $1,516 93 of 99
Kia $2,636 59 of 73
Land Rover $1,364 44 of 54
Lincoln $1,631 35 of 35
Mazda $1,076 36 of 54
Mitsubishi $1,024 42 of 42
Nissan $1,500 108 of 118
Ram $852 64 of 147
Toyota $1,574

179 out of 199


Average Incentive

Model(s) With Largest Incentives

Jaguar $5,300


Buick $3,818

Regal Sportback, Regal TourX

GMC $3,815

Sierra 2500HD

Dodge $3,643

Challenger Hellcat Redeye

Chevrolet $3,417


Cadillac $2,961


Genesis $2,833

G80, G90

Kia $2,636

Optima, Sedona, Sorento

Hyundai $1,647




124 Spider, 500L

Lincoln $1,631

Continental, Nautilus

Chrysler $1,630


Toyota $1,574

GR Supra, Prius Prime

Jeep $1,516


Nissan $1,500


Land Rover $1,364

Discovery, Discovery Sport, RR Evoque

Alfa Romeo $1,227

Giulia, Stelvio

Mazda $1,076


Mitsubishi $1,024


Ford $977


Ram $852

1500 Classic

Consumer Reports is an independent, nonprofit organization that works side by side with consumers to create a fairer, safer, and healthier world. CR does not endorse products or services, and does not accept advertising. Copyright © 2020, Consumer Reports, Inc.