Wisconsin Dealer Fee Report
How transparent are car dealers in Wisconsin? We analyzed 1,421 verified OTD quotes from 519 dealers to reveal what buyers actually pay in doc fees, add-ons, and markup.
As of November 2026, the average doc fee at 417 rated Wisconsin dealers is $401, $3 below the national average, based on 1,421 verified out-the-door quotes collected by CarEdge.
Data updated Nov 6, 2026 · How we score dealers
The Badger State
Wisconsin's dealer grade: B
85/100 average transparency score
31st highest doc fees in the U.S.
Key Findings
- Wisconsin has the 31st-highest average doc fee of the 52 states we track, at $401.
- 342 of 519 rated Wisconsin dealers earned an A for transparency; 103 earned a D or F.
- International Autos Group in West Allis is the state's most transparent dealer at 100/100 from 4 verified quotes.
- Verified doc fees in Wisconsin range from $38 to $854 — Lake Chevrolet charges the most.
- The most common dealer add-on in Wisconsin is accessories, appearing on 29% of itemized quotes at an average of $1,042.
Wisconsin Dealer Grade Distribution
Top 10 Most Transparent Dealers in Wisconsin
The most transparent dealers in Wisconsin, from verified pricing data (3+ quotes each).
International Autos Group
West Allis, WI
$51 below the Wisconsin average
No mandatory add-ons · 4 verified quotes
See the quotesZimbrick Volkswagen of Madison
Madison, WI
No mandatory add-ons · 3 verified quotes
See the quotesAmery Chevrolet
Amery, WI
No mandatory add-ons · 4 verified quotes
See the quotesZimbrick Honda
Madison, WIMadison, WI
Zimbrick Acura
Middleton, WIMiddleton, WI
Bell Ford
Arlington, WIArlington, WI
Wheelers Family Auto Group
Marshfield, WIMarshfield, WI
Bergstrom Mazda of Appleton
Appleton, WIAppleton, WI
Sommer's Automotive
Mequon, WIMequon, WI
Bergstrom Subaru Oshkosh
Oshkosh, WIOshkosh, WI
Look up any dealer’s transparency grade
Search any dealer in Wisconsin or nationwide by name, brand, city, or zip.
Highest Doc Fees in Wisconsin
These Wisconsin dealers charge the most in documentation fees. The state average is $401.
| # | Dealer | Doc Fee | Quotes |
|---|---|---|---|
| 1 | Lake Chevrolet | $854 | 11 |
| 2 | Lynch Chevrolet of Kenosha | $599 | 5 |
| 3 | Kunes Hope Chevrolet | $599 | 6 |
| 4 | Lynch Buick GMC of West Bend | $599 | 4 |
| 5 | Lupient Infiniti Milwaukee | $599 | 6 |
| 6 | Lynch Mukwonago | $599 | 15 |
| 7 | Lupient Milwaukee Kia | $599 | 4 |
| 8 | Kunes Chevrolet GMC of Lake Geneva | $599 | 4 |
| 9 | Kunes Buick GMC of Greenfield | $549 | 3 |
| 10 | Russ Darrow Nissan of Milwaukee | $499 | 6 |
Lowest-Rated Dealers in Wisconsin
These Wisconsin dealers have the lowest transparency scores based on fees, add-ons, and markup.
| Dealer | Grade | Doc Fee | Quotes |
|---|---|---|---|
| Van Horn Chrysler Dodge Jeep RAM of Manitowoc | F 41/100 | $499 | 4 |
| Le Mieux Toyota | D 60/100 | — | 6 |
| Bergstrom Chevrolet of Madison | D 60/100 | — | 3 |
| Lake Chevrolet | C 77/100 | $854 | 11 |
| Van Horn | C 78/100 | $449 | 3 |
| Van Horn Hyundai of Sheboygan | C 79/100 | $499 | 3 |
| Janesville Subaru | C 79/100 | $399 | 12 |
| Heiser Ford | B 80/100 | $479 | 5 |
| Napleton Beaver Dam CDJR | B 80/100 | $399 | 3 |
| Frank Boucher Chrysler Dodge Jeep RAM of Janesville | B 80/100 | $499 | 5 |
Most Common Add-ons in Wisconsin
The most frequently seen dealer add-ons in Wisconsin, based on itemized OTD quotes.
Dealers by Brand in Wisconsin
Which brands have the most transparent dealers in Wisconsin?
Ford
62 dealers · Avg score: 90/100
Chevrolet
44 dealers · Avg score: 90/100
Chrysler
43 dealers · Avg score: 89/100
Dodge
39 dealers · Avg score: 89/100
Jeep
37 dealers · Avg score: 89/100
Ram
37 dealers · Avg score: 89/100
GMC
27 dealers · Avg score: 87/100
Toyota
22 dealers · Avg score: 87/100
Buick
20 dealers · Avg score: 81/100
Hyundai
19 dealers · Avg score: 89/100
Kia
19 dealers · Avg score: 86/100
Honda
18 dealers · Avg score: 89/100
Nissan
16 dealers · Avg score: 83/100
Subaru
14 dealers · Avg score: 89/100
Volkswagen
12 dealers · Avg score: 93/100
Ready to buy a car in Wisconsin? Bring the real numbers.
CarEdge Pro unlocks real dealer invoice data, target prices, and out-the-door estimates on every listing in Wisconsin — so you walk into a dealership already knowing what you should pay.
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Use our dealer search to find and compare dealers in Wisconsin by location. See transparency scores, doc fees, and real pricing data before you visit.
How Wisconsin compares to its neighbors
Average doc fees next door. Crossing a state line can change what the dealer charges.
Wisconsin Dealer Fee FAQ
What is the average dealer doc fee in Wisconsin?
As of November 2026, the average documentation fee in Wisconsin is $401, based on 1,421 verified out-the-door quotes from 417 dealers collected by CarEdge. That is $3 below the $404 national average.
Which Wisconsin dealers charge the highest doc fees?
Lake Chevrolet charges the highest verified doc fee in Wisconsin at $854. Doc fees across the state range from $38 to $854.
Who is the most transparent car dealer in Wisconsin?
International Autos Group in West Allis is the highest-rated dealer in Wisconsin with a transparency score of 100/100 (Grade A) from 4 verified quotes.
Are dealer doc fees negotiable in Wisconsin?
Doc fees themselves are often presented as non-negotiable, but the out-the-door price always is: if a Wisconsin dealer charges a high doc fee, ask for an equivalent discount on the vehicle price. 342 of 519 rated Wisconsin dealers earned an A for transparent, low-fee pricing.