Sticker Shock: How Much More Than the Starting Price Will That Car Really Cost You?

It’s hard to miss a new vehicle’s starting price when it’s plastered all over advertisements and on the automaker’s website. It should come as no surprise that it serves as a point of reference among shoppers to gauge a car’s affordability relative to the alternatives. But this highly visible (and often heavily promoted) price may not be an accurate representation of a vehicle’s true price. A starting price usually references a car’s base trim level, excluding available features, options and fees, making it a poor benchmark in some cases.

Related: Here Are the 10 Cheapest New Cars You Can Buy Right Now

An analysis of the most affordable cars, SUVs and pickup trucks reveals that the starting prices for some vehicle types better reflect the prices shoppers pay; others are far from it. Knowing how the advertised starting price for new vehicles compares to the median posted price among Cars.com dealers can make it easier for budget-conscious shoppers to narrow down and compare their options.

It’s worth noting that all Cars.com articles and reviews include the vehicle’s destination charge in the starting price unless otherwise noted. This fee, which has risen steeply in recent years, usually falls between $1,000-$2,000, and it’s typically excluded from the advertised starting price. Other additional fees excluded from the starting price are title, license and dealer documentation fees.

Starting Price Vs. Median Price

So, which vehicles’ median prices are significantly higher than their starting prices? And what’s to blame for the discrepancies? To answer these questions, we compared the starting and median prices for the most affordable model-year 2024 vehicles on the market and highlighted where the bulk of the additional costs come from so you can better estimate what you’ll really pay.

First, we examined the list of cheapest cars, SUVs and pickup trucks on the market to see how each vehicle’s starting price compares to its median price. While the difference is moderate for sedans and hatchbacks, the median prices for some SUVs and pickups can prove markedly higher than their advertised starting price. (Note: Median prices reported below are drawn from Cars.com dealer inventory in August 2024.)

Cheapest Cars

Sedans and hatchbacks see the smallest gap between starting and median prices compared to SUVs and pickup trucks, which means their advertised starting prices are more likely to be representative of the price shoppers actually pay. However, as more value-oriented shoppers have moved to small SUVs, automakers have added enticing but pricier performance-oriented, hybrid and electric versions of their cars that drive up their median listing prices on Cars.com. The difference ranges from just under 5% for the Nissan Sentra to 24% for the Hyundai Elantra.

• Nissan Versa: $17,820 starting price; $20,565 median price (15% higher)
• Mitsubishi Mirage: $17,840; $19,227 (8% higher)
• Kia Forte: $21,145; $22,252 (5% higher)
• Kia Soul: $21,565; $23,802 (10% higher)
• Hyundai Elantra: $21,625; $26,727 (24% higher)
• Nissan Sentra: $22,320; $23,365 (5% higher)
• Volkswagen Jetta: $22,660; $25,759 (14% higher)
• Toyota Corolla: $23,185; $27,153 (17% higher)
• Subaru Impreza: $24,115; $27,065 (12% higher)
• Honda Civic: $25,3455; $28,122 (11% higher)

Cheapest SUVs

The difference between starting and median prices grows larger among SUVs when compared to their lower-riding counterparts, but not by much, as many buyers seeking out inexpensive rides have moved to small SUVs in recent years. Among the most affordable SUVs on the market, the difference between starting and median pricing stays modest for some SUVs, such as the Nissan Kicks and Kia Seltos. Alternatively, the median price for the Hyundai Kona and Toyota Corolla Cross climbs to 23% and 21% above each respective vehicle’s starting price. In other words, Kona and Corolla Cross shoppers are likely to spend a lot more than the base price for whatever example they buy, while Kicks and Seltos shoppers stay closer to that low-end price.

• Hyundai Venue: $21,295 starting price; $23,595 median price (11% higher)
• Chevrolet Trax: $21,495; $23,555 (10% higher)
• Nissan Kicks: $23,220; $23,897 (3% higher)
• Buick Envista: $23,495; $25,685 (9% higher)
• Chevrolet Trailblazer: $24,790; $27,410 (11% higher)
• Mitsubishi Outlander Sport: $25,190; $28,001 (11% higher)
• Toyota Corolla Cross: $25,210 $30,474 (21% higher)
• Volkswagen Taos: $25,420; $29,026 (14% higher)
• Hyundai Kona: $25,645; $31,500 (23% higher)
• Kia Seltos: $25,865; $28,162 (9% higher)

Cheapest Pickup Trucks

Pickup trucks have the highest discrepancy between their starting and median prices among Cars.com dealers, ranging from a 17% increase between the two for the Nissan Frontier to a 58% leap for the Ford F-150. Many pickups offer a multitude of options — upgraded powertrains, optional four-wheel drive, off-road special editions, and varying cab sizes and bed lengths — all of which contribute to the large gap. Pickup trucks like the F-150 and Chevy Silverado 1500 cover a wide spectrum of models, from bare-bones work trucks to luxurious top trims.

• Ford Maverick: $25,515 starting price; $31,942 median price (25% higher)
• Hyundai Santa Cruz: $28,275; $37,887 (34% higher)
• Chevrolet Colorado: $31,395; $41,783 (33% higher)
• Toyota Tacoma: $32,995; $46,427 (41% higher)
• Nissan Frontier: $33,560; $39,390 (17% higher)
• Ford Ranger: $34,315; $43,448 (27% higher)
• GMC Canyon: $37,895; $48,026 (27% higher)
• Chevrolet Silverado 1500: $38,795 $55,527 (43% higher)
• Ford F-150: $38,960; $61,699 (58% higher)
• GMC Sierra 1500: $39,695; $62,532 (58% higher)

What Does the Base Get You?

The base trim usually represented by a vehicle’s starting price may suit the needs of some car shoppers, but it often doesn’t check all the boxes — think all-wheel drive for SUVs or a four-door cab configuration for pickup trucks. Below is a breakdown of the offerings among base trim levels for each car, SUV and pickup truck above that has the largest difference between the median and starting price.

2024 Hyundai Elantra SE

Compared with the SUVs and pickup trucks covered below, the Hyundai Elantra’s base SE trim is relatively well equipped. The bottom of the four-trim non-hybrid, non-N Elantra lineup, the SE comes standard with a 147-horsepower, 2.0-liter four-cylinder engine, an 8-inch touchscreen, wireless Android Auto and Apple CarPlay, and safety features including a blind spot warning system and forward collision warning with automatic emergency braking and pedestrian detection. Higher trims of the normie Elantra offer a larger 10.25-inch screen (though it reverts to a wired connection for Android Auto and Apple CarPlay), a more potent turbo 1.6-liter four-cylinder (N Line) and additional safety features.

2024 Hyundai Kona SE

Like the Corolla, the Hyundai Kona family includes a wide range trims and drivetrains, including a four-trim gas-powered lineup and three trims of the electric version, with the highest-spec Kona Electric Limited starting at $42,440. The base $25,645 Kona SE features a 147-hp, 2.0-liter four-cylinder engine and FWD as standard, although AWD is available as an upgrade. It shares a 12.3-inch touchscreen with the rest of the lineup and features 17-inch alloy wheels, wireless Apple CarPlay and Android Auto, satellite radio and a host of safety features, including blind spot warnings, forward collision avoidance with pedestrian and cyclist detection, lane departure steering assist and rear cross-traffic collision avoidance.

However, as with many base variants, some features like heated seats, heated side mirrors, navigation, upgraded audio and adaptive cruise control systems, and a Wi-Fi hot spot aren’t even offered as options on the SE trim.

2024 Ford F-150 XL

The base 2024 F-150 XL ($38,960) is powered by a turbo 2.7-liter V-6 engine good for 325 hp and 400 pounds-feet of torque; that starting price gets you the pickup’s regular (two-door) cab with a 6.5-foot bed and RWD. Switching from RWD to 4WD adds $5,015, while engine upgrades include a 400-hp, twin-turbo 3.5-liter V-6 and a 400-hp, 5.0-liter V-8. Shoppers who want more seating will need to upgrade to the two-row SuperCab or the four-door SuperCrew.

As for tech and safety, the F-150 XL comes with an 12-inch touchscreen with wireless Android Auto and Apple CarPlay. The XL includes a rearview camera with guidelines for hooking up to a trailer, blind spot monitoring, automatic emergency braking, trailer sway control, adaptive cruise control and lane-centering steering. Despite not having the luxury amenities of the range-topping Limited or the off-road chops of the Raptor, the base F-150 offers an extensive menu of available options, including a retractable tonneau cover ($2,200), spray-in bedliner ($595) and High Equipment Group Package ($1,195) that includes rear privacy glass with an electronic window defroster, LED foglamps, an interior work surface, chrome bumpers and 17-inch aluminum wheels.

Don’t Be Fooled by the Starting Price

As average new-vehicle transaction prices are just now starting to recover record highs (J.D. Power estimated $44,039 for August 2024, down from a high of $47,329 in December 2022), a vehicle with a starting price of half that amount looks like an attractive choice for frugal shoppers. But it’s important to take that price with a grain of salt. Our analysis suggests that sedan and hatchback shoppers will find starting prices more useful when budgeting and comparing alternatives, but those looking to buy an SUV or pickup truck might be in for some sticker shock.

Moving up from the base trim or adding AWD, engine upgrades, or technology and safety packages can quickly knock the vehicle’s starting price out of the affordable ballpark. Base trim levels still do exist, meaning that price should still be theoretically attainable somewhere, but it serves all shoppers — and especially those in the market for an SUV or pickup truck — to price out their must-have features and compare the vehicles on their list. The Cars.com affordability calculator can help you determine and stick to a realistic budget.

More From Cars.com:

• Here Are the 10 Cheapest New SUVs You Can Buy Right Now
• Here Are the 10 Cheapest Pickup Trucks You Can Buy Right Now
• 2024 Cars.com Affordability Report: Best Value New Cars
• 2024 Could Be a Buyer’s Market — if You’re Buying New: Report
• First-Time Buyers: How Much Should I Spend on My Car?

Related Video:

Cars.com’s Editorial department is your source for automotive news and reviews. In line with Cars.com’s long-standing ethics policy, editors and reviewers don’t accept gifts or free trips from automakers. The Editorial department is independent of Cars.com’s advertising, sales and sponsored content departments.