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Serra Toyota earns an A.
Fees are reasonable, add-ons are rare, and the final price usually matches the listing.
- $499
- Doc fee
- None
- Dealer add-ons
$98 above WI avg
In 15 recent quotes
Moderate confidenceMilwaukee, WIUpdated How we score dealersPart of Serra Automotive Inc.
The full story
Why Serra Toyota earned this grade
Between November 2025 and October 2026, CarEdge negotiated or logged 16 verified deals with this dealership. We pulled the doc fee, the add-ons, and the gap between advertised and out-the-door price from each one. Then we graded them the way a friend in the business would: on the things that actually cost you money.
✓ What they do well
2 thingsNo dealer add-ons detected
Across 15 recent quotes, we haven't seen a single "dealer accessory," "paint protection," or "theft deterrent" line item. That is rare, and it is good.
The price you see is the price you get
Their quoted selling price almost exactly matches the advertised listing price. No mystery markup, no surprise "market adjustment."
! Where to push back
1 thingDoc fee is slightly padded
$499 is $98 above the WI average of $401. Not outrageous, but worth questioning.
TipFactor it into your overall price — every dollar here is negotiable.
15 verified OTD quotes from Serra Toyota
Real out-the-door worksheets, not reviews. Click “View Quote” on any row to see the price breakdown.
Recent Quotes
Verified out-the-door prices from real transactions
11 vehicle transactions — 15 individual quotes
At a Glance
Tips for Serra Toyota
- A-rated dealer! Focus on vehicle price negotiation, since fees are already competitive.
- This dealer typically doesn't add mandatory dealer add-ons. That's a good sign of transparency.
- Dealer markup is about 4% below listing (excluding taxes). This dealer keeps their fees minimal.
Keep researching
Look up another dealer by name, brand, city, or zip.
On the lot right now
Separate from the grade above: this is what's currently listed. Useful for spotting aging stock with room to negotiate.
Current Inventory
View all 454 vehicles →$34,764
Median Price
28
Median Days Listed
93
Added This Week
Days on Market
How long vehicles have been listed. Older stock means more room to negotiate.
Nearby Rated Dealers
These dealers near Milwaukee have transparency scores based on verified pricing data.
Frequently Asked Questions
What fees does Serra Toyota charge?
Based on 16 verified out-the-door quotes collected by CarEdge, Serra Toyota charges a $499 documentation fee and typically adds no mandatory dealer add-ons. Serra Toyota earns Transparency Grade A (96/100).
What is the doc fee at Serra Toyota?
Serra Toyota charges a typical documentation fee of $499. The WI average is $401. This is based on 16 verified OTD quotes in our database.
Does Serra Toyota add dealer add-ons?
Based on our data, quotes from Serra Toyota typically do not include dealer add-ons. When add-ons do appear, some may be marked optional. Dealer add-ons appeared on 0 of 15 recent verified quotes.
Is Serra Toyota a good dealership?
Serra Toyota has a transparency score of 96/100, earning a Grade A. This score is based on their doc fees, add-on behavior, dealer markup, and data quality from 16 verified OTD quotes. This is a well-above-average score, indicating transparent pricing practices.
What do reviews say about Serra Toyota?
CarEdge reviews Serra Toyota on 16 verified out-the-door quotes, not star ratings. It earns transparency grade A (96/100), with a typical doc fee of $499 versus a WI average of $401. None of its 15 recent quotes included dealer add-ons.
Is Serra Toyota a transparent Toyota dealer in Milwaukee?
Yes. Serra Toyota holds CarEdge Transparency Grade A (96/100), based on 16 verified out-the-door quotes. That is well above average on doc fees, add-ons and pricing accuracy.
How does Serra Toyota compare to other Toyota dealers?
You can compare Serra Toyota's transparency score, doc fees, and add-on behavior against other Toyota dealers using our comparison tool or by browsing Toyota dealers in your area. Scores are based on the same methodology for every dealer. CarEdge's market guides Best Toyota Dealerships in Milwaukee, Best Toyota Dealerships in Wisconsin and Best Toyota Dealerships in the US rank Toyota dealers on the same data.
Explore Toyota and Wisconsin dealer data
How we know this
Every number on this page came from a real deal.
Most dealer review sites scrape star ratings and count angry posts. We do the opposite. CarEdge shops for cars alongside thousands of real buyers every week — and when we negotiate on their behalf, we capture the full out-the-door breakdown the dealer sends back.
For Serra Toyota in Milwaukee, WI, that has meant 16 verified OTD quotes across 3 negotiated deals logged into our database. Each one is a PDF, an email, or a screenshot showing the actual doc fee, the actual add-ons, and the actual final price — not a salesperson's promise.
Fee Transparency
30%Is the doc fee reasonable, or is it just profit? We compare it against the state average — and the legal cap, where one exists.
Add-on Behavior
30%How often does the dealer stick you with mandatory add-ons like paint protection or theft deterrent — the kind you can't say no to? Add-ons the dealer discloses as optional don't count against them.
Price Accuracy
30%Does the advertised listing price match what you'd actually sign for? We flag dealers whose out-the-door diverges from the listing.
Data Quality
10%More data = more trustworthy grade. Dealers with lots of recent, complete quotes score higher for consistency.
The four numbers behind the grade
Weighted ScoreThe raw component scores — the math that led to A.
Doc Fee Comparison
Pulled 15 quote records · Grades update as new data comes in · Dealers cannot pay to change their score.
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