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Stealpad › Cars › Markup over MSRP

A market adjustment is a dealer markup you can push back on

A market adjustment (also called ADM or additional dealer markup) is a charge the dealer adds above the manufacturer's suggested retail price. It is part of the price, so it is negotiable.

It is negotiable. Another dealer may sell the same car at MSRP or below. Get written out-the-door quotes from other dealers for it; one at or below MSRP is your best argument. Under California's CARS Act, in effect since October 1, 2026, pricing and add-on disclosures must be clear and conspicuous, so ask for the markup as its own line.

Source: California's CARS Act (SB 766, Stats. 2025 ch. 354), checked October 25, 2026.

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Paste the dealer's email or type the lines. Every line is marked required, negotiable or optional under California rules, with the message to send back.

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Questions

Can a dealer charge more than MSRP?

MSRP is the manufacturer's suggested price, and a dealer sets its own. A markup above it is part of the price you negotiate, not a fee you have to accept.

What do I say?

"I'm not paying a market adjustment. Please remove it." Then ask other dealers for written out-the-door quotes on the same car.

Is the destination charge a markup?

No. On a new car it is set by the manufacturer and printed on the window sticker, so it is required.

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