Best new-car deals on Consumer Reports’ Top Picks

It would be reasonable to assume that the best cars in the land would command a price premium, as it often seems to be that older, mediocre cars come with money on the hood to grease sales. But, our recent analysis shows that you can find significant savings on even the best cars.

To explore this theory, we studied the transaction prices on our 2014 Top Picks. These 10 models are standouts in their categories. Each is an exceptional, well-rounded vehicle, chosen from more than 260 we’ve recently tested. They have excelled in our testing, are reliable, and have performed well in independent crash tests. In other words, these are great cars that can be recommended without reservation. And it turns out, you can even save 5 percent or more on each.

Based on transaction prices last month and current incentives (on four of the 10 models), we’re able to predict the current expected savings off MSRP for models equipped like our specific test cars. The result is market average savings ranging from $895 (Subaru Impreza sedan) to $4,392 (BMW 328i).

To put this in perspective, we also calculated the average savings per category last month. In a couple of cases, the market slices tracked for transaction prices don’t exactly match the Top Picks categories, but the point is clearly illustrated where data is available.

The ultimate takeaway here is the reminder that supply and demand influence car pricing, but even on the best cars, you can find savings with research and negotiation.

The American-built Tesla Model S claimed our highest accolade this year, earning the distinction as best overall car. Scoring 99 out of 100 possible points in our road tests, the Tesla impresses with blistering acceleration, razor-sharp handling, compliant ride, and versatile cabin—plus, ultra-quiet electric operation with an impressive 225-mile range. This break-through car is selling briskly; don’t expect notable savings to be found here, aside from a $7,500 federal tax incentive and potential local incentives.

Standing tall in the vibrant small SUV category, the Subaru Forester has been collecting awards and accolades since the 2014 model was introduced. With class-leading 26 mpg in our tests, excellent driving position, simple controls, roomy back seat, and great visibility, it is easy to understand the appeal that has seen the Forester become a sales success for the brand. Consequently, incentives haven’t been needed to move Foresters, yet we see that there is true savings available. It is possible that negotiability will increase later this month, as Subaru prepares for an early 2015 Forester introduction next month.
Market average savings: $1,256
Average small SUV savings last month: $1,769

Honda is notoriously stingy on cash incentives, instead focusing on discounted finance rates and special lease offers. Consequently, the desirable Accord is expected to carry much small savings than its peers. And that’s fine. The return on this investment is a car that is roomy, well-equipped, and competitively priced. It has good resale value and reliability, and low overall ownership costs. Just avoid the V6 models with the HondaLink infotainment system, as that has been shown to carry reliability concerns. Savings are aided by an incentive that expires on April 3rd.
Market average savings: $1,314
Average midsized sedan savings last month: $2,160

A repeat Top Pick, the current-generation Impreza offers a lot for the price, including standard all-wheel drive. Sedan and hatchback versions are well-rounded packages, with nimble handling and an impressively compliant, absorbent ride that’s among the best in its class. Fuel economy is surprisingly good for a model with AWD. All this goodness comes with less wiggle room on price than that found with competitors.
Market average savings: $895 (sedan), $1,041 (hatchback)
Average compact car savings last month: $1,440

Hitting the heart of the midsized SUV market, the seven-passenger Santa Fe also falls right on the segment average for savings. This spacious vehicle provides a comfortable ride, a quiet interior, a limolike rear seat, and generous cargo area. And it offers a lot of features for the money, such as a standard backup camera, enhancing its appeal. Our analysis finds there is an incentive worth more than 5 percent that expires on March 31.
Market average savings: $1,836
Average midsized SUV savings last month: $1,863

Defying traditional categories, the Toyota Prius offers fuel-focused shoppers a compelling alternative to traditional cars. This hybrid hatchback has an unrivaled combination of affordability, practicality, and fuel efficiency, with 44 mpg overall. Plus, it has proven to have stellar reliability over time.
Market average savings: $1,462

With its 2013 freshening, the Ram is surprisingly refined and inviting. A coil-spring rear suspension—unique for full-sized pickups—makes it the most comfortable-riding truck. Still, the Ram is fully capable of getting its hands dirty when duty calls. Like all domestic, full-sized trucks, the Ram 1500 is available in a variety of configurations, with different powertrains, cabins, and even beds. This analysis focused on the model we tested, the Big Horn crew cab with 4WD and powerful 5.7L V8. As expected, there are some savings available. (No surprise, as there is always negotiation space for trucks.) But it is much less than with other variations and competitors. Current potential savings of more than 10 percent expire March 31.
Market average savings: $2,294
Average full-sized pickup truck savings last month: $4,508

Simply put, the A6 is a joy to drive and an attractive purchase. Its potent, supercharged V6 engine and super-smooth eight-speed automatic transmission deliver invigorating power. Its agile handling is complemented by a comfortable ride. Inside you’re treated to a sumptuous, impeccably finished, first-class cabin that’s brimming with the latest high-tech features. Deals can be had, with expected savings taking the edge off the price. In this segment, where prices can soar, larger discounts are available on other models, but this looks like a smart buy, even though there are no current customer rebates.
Market average savings: $2,571
Average luxury car savings last month: $3,145

Long considered the sports sedan benchmark, the BMW 3 Series is also setting the standard for discounts. The 328i is a rare example in this list of a Top Pick that has a greater-than-average discount within its category, aided here by a customer incentive that expires on March 31. Beyond savings, there is much to like here, with excellent handling and a high fun-to-drive factor. The 328i’s 2.0-liter, turbocharged four-cylinder engine is quick and thrifty, posting 28 mpg overall—the best among gas-powered models in its class. The savings are fostered by incentives of more than 10 percent that expire on March 31.
Market average savings: $4,392
Average luxury sports car savings last month: $3,143

The Odyssey is the most complete family vehicle you can buy. It can easily carry up to eight people, and the comfy second- and third-row seats can be configured in myriad ways to accommodate a wide range of cargo- and passenger-carrying needs. Other highlights include easy access, excellent child-seat accommodations, a quiet interior, and plenty of cabin storage. Plus, our tested EX-L beats the average category savings, even without a rebate, pointing to notable savings across the range.
Market average savings: $2,805
Average minivan savings last month: $2,683

In addition to research and reviews, Consumer Reports offers subscribers access to the Build & Buy Car Buying Service at no additional cost. Through this service, a nationwide network of more than 7,000 participating dealers provide upfront pricing information, and a certificate to receive guaranteed savings off MSRP (in most states). The pricing information and guaranteed savings includes eligible incentives. Consumer Reports subscribers have saved an average of $2,919 off MSRP with the Build & Buy Car Buying Service.

—Jeff Bartlett and Todd Young

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