What's the dealer's profit on a 2025 Santa Fe?

Seeking Advice
1

Looking at a 2025 Santa Fe Calligraphy hybrid AWD with an MSRP of $49,050 plus $1,415 for freight and delivery, and some added features at various prices.

Anyone know the profit percentage on the $49,050 MSRP? Let’s assume no dealer profit on the $1,415 freight charge. I remember dealers used to get a bigger cut on added features.

I know I could pay to get this info, but I figured a lot of savvy buyers here already have it. TrueCar requires you to give your contact info, then you’re bombarded with calls and texts for a week.

2

I’m a Hyundai salesperson, and our invoice to MSRP margin is usually just 1-2%.

3

Hyundai employee here.

1-2% on most cars and SUVs.

For the hybrid Calligraphy, it’s under $1,000 last I checked. If you take too long negotiating, it’ll be gone. Take it at MSRP and move on (plus any manufacturer rebates, if available).

4

@Eli
Thanks, you’re totally right. I’m making a mountain out of a molehill here. My main focus is on improving the trade-in value.

If dealer profit is only 2%, that’s around $1,000 on a $50k car. There must be other incentives like holdbacks and volume bonuses—dealers wouldn’t survive on $1,000 profit alone, especially with discounts.

5

@Lyric
Understanding how pay plans work can help you find a deal.

We’re paid on gross + units. If we’ve already hit our unit target, we won’t take a loss since it lowers our bonuses.

Bottom line—set your budget, find the car you like, and don’t stress too much about the deals you see online.

  1. People lie on social media.

  2. I’ve seen people spend months to save $500, but life’s too short for that (just my opinion).

Let’s be real: you’re shopping Hyundai for the price point. The manufacturer is already passing most of the savings on to the consumer.

6

@Eli
Thanks. I’ve decided it’s really about getting the right car in the right color, and it’s my trade-in that matters most. Price isn’t a big issue—I’m also considering a way more expensive BMW. It’s all about the features for me.

7

@Eli
Great points! People think everyone’s honest online, but it’s often not true. And waiting months to save $500 on the new car might mean you lose that much on your trade-in value.

For trade-ins, I try to get $2,000-$2,500 off MSRP on a hybrid Calligraphy, but a gas Santa Fe can sometimes go $3,500-$4,000 off without forced dealer add-ons.

8

Start negotiating at 10% below MSRP with no extra fees. You can usually settle around 5-7% off. Most people get around 5% off if they work with multiple dealers.

9

Palmer said:
Start negotiating at 10% below MSRP with no extra fees. You can usually settle around 5-7% off. Most people get around 5% off if they work with multiple dealers.

That won’t work on a hybrid. The dealer will probably laugh. These hybrids are in high demand.

For the non-hybrid, though, you can get 10%+ off without much effort and even get 0% financing.