Lineup and MSRP
| Model | Start MSRP | Top MSRP | Destination | Notes |
|---|---|---|---|---|
| Elantra | $22,255 | $28,855 | $1,150 | Compact sedan |
| Sonata | $28,650 | $35,650 | $1,150 | Midsize sedan, final year |
| Kona | $25,150 | $33,550 | $1,350 | Subcompact SUV, 2024 redesign |
| Tucson | $30,150 | $41,850 | $1,425 | Compact SUV |
| Tucson Hybrid | $33,850 | $44,950 | $1,425 | Hybrid compact SUV |
| Santa Fe | $36,650 | $49,550 | $1,425 | Midsize 3-row SUV, 2024 redesign |
| Palisade | $41,650 | $56,550 | $1,425 | Full-size 3-row SUV |
| Ioniq 5 | $43,450 | $61,850 | $1,575 | Electric SUV, 2026 refresh |
| Ioniq 6 | $38,750 | $58,850 | $1,350 | Electric sedan |
MSRP excludes taxes, title, license, and dealer fees. Destination charge is included in the MSRP.
Holdback, Dealer Cash and Incentives
Holdback
UNVERIFIEDHyundai offers a holdback of 2% of the Base MSRP (excluding destination). This is paid to dealers quarterly. On a $35,000 vehicle this is approximately $700. Hyundai also offers volume-based stair-step bonuses that can add 1–2% additional dealer profit.
Dealer Cash
UNVERIFIEDHyundai dealer cash is moderate. For November 2026, dealer cash is reported on Sonata ($1,500–$3,000, final model year), Ioniq 6 ($2,000–$4,000), and Palisade ($500–$1,500). Hyundai dealer cash is often tied to specific VINs.
November 2026 National Offers
| Model | Offer | Terms | |
|---|---|---|---|
| Elantra | 0% APR for 72 months | Well-qualified buyers. Through Nov 30, 2026. | |
| Tucson | $1,000 cash back + 1.9% APR / 60 mo | Choose one: cash OR low APR. Through Nov 30, 2026. | |
| Santa Fe | 1.9% APR for 60 months | Well-qualified buyers. Through Nov 30, 2026. | |
| Ioniq 5 | $7,500 EV lease cash + 0% APR | Lease cash for lease only. Purchase gets 0% / 72 mo. Through Nov 30, 2026. | UNVERIFIED |
| Ioniq 6 | $9,000 EV lease cash | Lease only. Purchase qualifies for 0% / 72 mo. Through Nov 30, 2026. | UNVERIFIED |
| Sonata | $2,500 cash back + 0% APR / 72 mo | Final model year clearance. Through Nov 30, 2026. |
Customer cash and APR offers are typically mutually exclusive — choose one or the other. Dealer cash is separate and can sometimes stack with customer offers.
Lease Programs: Money Factor and Residual
| Model | Money Factor | Residual | Term | |
|---|---|---|---|---|
| Elantra | 0.00025 | 52% | 36 mo | UNVERIFIED |
| Kona | 0.00035 | 50% | 36 mo | UNVERIFIED |
| Tucson | 0.00030 | 49% | 36 mo | UNVERIFIED |
| Santa Fe | 0.00040 | 45% | 36 mo | UNVERIFIED |
| Ioniq 5 | 0.00010 | 50% | 36 mo | UNVERIFIED |
| Ioniq 6 | 0.00005 | 47% | 36 mo | UNVERIFIED |
Money Factor (MF): The lease equivalent of an interest rate. To convert to APR, multiply by 2,400. Lower is better.
Residual: The estimated value of the vehicle at lease end, as a percentage of MSRP. Higher is better for lessees.
Fair Target Price
Formula
Invoice Price − Holdback (2% of MSRP) − Dealer Cash − Customer Incentives = Fair Target Price
| Benchmark | Target Price |
|---|---|
| Good deal | Invoice − 50% of holdback |
| Great deal | Invoice − full holdback − dealer cash |
| Note | Hyundai's 10yr/100k warranty means high residual value on popular models |
The fair target price is a benchmark, not a guarantee. Dealer willingness depends on inventory, time of month, and demand for the specific model.
Add-ons and Markups
| Item | Typical Markup | Recommendation |
|---|---|---|
| Destination/Delivery | Included in MSRP | Non-negotiable. Already in MSRP. |
| Dealer documentation fee | $300–$800 | Negotiate down. Some Hyundai dealers are flexible. |
| Hyundai Protection / Vision Package | $600–$2,000 | Decline pre-installed packages. High margin, low value. |
| All-weather floor mats | $200–$350 | Buy OEM online for ~$100. Decline dealer install. |
| Tire & wheel protection | $400–$1,000 | Decline unless you frequently drive on rough roads. |
| Extended warranty (Hyundai Protection) | $500–$2,000 markup | Hyundai already offers 10yr/100k powertrain — think carefully before buying more. |
Negotiation Steps
- 1
Get the invoice price
Hyundai invoice is typically 6–8% below MSRP. Find the exact invoice for your trim and options.
- 2
Calculate the 2% holdback
Hyundai has 2% holdback. On a $35,000 Tucson that's $700 in hidden dealer profit.
- 3
Ask about dealer cash
Ask about dealer cash especially on Sonata (final year) and Ioniq 6. "What dealer cash is on this VIN?"
- 4
Get OTD quotes from 3–5 dealers
Email multiple Hyundai dealers for OTD pricing on the same vehicle.
- 5
Make your offer
Offer: Invoice − 50% of holdback − any customer incentives. Hyundai dealers typically have moderate flexibility.
- 6
Decline protection packages
Decline pre-installed Hyundai Protection/Vision packages. Insist on a vehicle without them.
- 7
Leverage the warranty
Hyundai's 10yr/100k powertrain warranty is included free — don't pay for extended coverage you may not need.
- 8
Shop at month-end
Hyundai stair-step bonuses hit at month-end. The last 3–5 days are when dealers have the most flexibility.
Sources
- Hyundai — November 2026 Offers (on this page)
- Edmunds True Market Value / Invoice Pricing
- CarEdge — Hyundai Holdback Data
- Leasehackr — Hyundai Lease Programs
- Internal dealer incentive reports (Nov 2026)