After crunching the numbers on 1.9 million new car listings, analysts at iSeeCars determined that the average price of a new vehicle is roughly 10 percent higher than the manufacturer’s suggested retail price (MSRP). “In today’s market, consumers are willing to pay well above sticker price for new cars because inventory is so scarce and because they know that new car pricing is not expected to improve until 2023 at the earliest,” iSeeCars executive analyst Karl Brauer explained. iSeeCars compiled a convenient list of the top 15, starting with the Jeep Wrangler—whose average price is a staggering 24.4 percent above the MSRP.