Wisconsin Dealer Fee Report
How transparent are car dealers in Wisconsin? We analyzed 1,405 verified OTD quotes from 421 dealers to reveal what buyers actually pay in doc fees, add-ons, and markup.
As of September 2026, the average doc fee at 331 rated Wisconsin dealers is $393, $11 below the national average, based on 1,405 verified out-the-door quotes collected by CarEdge.
Data updated Sep 6, 2026 · How we score dealers
The Badger State
Wisconsin's dealer grade: B
86/100 average transparency score
32nd highest doc fees in the U.S.
Key Findings
- Wisconsin has the 32nd-highest average doc fee of the 52 states we track, at $393.
- 316 of 421 rated Wisconsin dealers earned an A for transparency; 42 earned a D or F.
- Bergstrom Cadillac Of Madison in Madison is the state's most transparent dealer at 100/100 from 3 verified quotes.
- Verified doc fees in Wisconsin range from $19 to $999 — Kunes Buick GMC Of Oak Creek charges the most.
- The most common dealer add-on in Wisconsin is accessories, appearing on 38% of itemized quotes at an average of $1,254.
Wisconsin Dealer Grade Distribution
Top 10 Most Transparent Dealers in Wisconsin
The most transparent dealers in Wisconsin, from verified pricing data (3+ quotes each).
Bergstrom Cadillac Of Madison
Madison, WI
$393 below the Wisconsin average
No mandatory add-ons · 3 verified quotes
See the quotesSymdon Chevrolet Of Evansville
Evansville, WI
$143 below the Wisconsin average
No mandatory add-ons · 3 verified quotes
See the quotesLenz Auto
Fond du Lac, WI
No mandatory add-ons · 3 verified quotes
See the quotesFields Volvo Cars Waukesha
Waukesha, WIWaukesha, WI
Kudick Chevrolet
Mauston, WIMauston, WI
Toycen Ford Chippewa Falls
Chippewa Falls, WIChippewa Falls, WI
Kearns
Johnson Creek, WIJohnson Creek, WI
International Autos Group
West Allis, WIWest Allis, WI
Bergstrom Subaru Of Oshkosh
Oshkosh, WIOshkosh, WI
Bergstrom Toyota Of 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 $393.
| # | Dealer | Doc Fee | Quotes |
|---|---|---|---|
| 1 | Kunes Buick GMC Of Oak Creek | $599 | 3 |
| 2 | Kunes GMC Of Elkhorn | $599 | 3 |
| 3 | Lynch Buick GMC Of West Bend | $599 | 4 |
| 4 | Lynch Mukwonago | $599 | 14 |
| 5 | Lupient Infiniti Milwaukee | $599 | 7 |
| 6 | Kunes Hope Chevrolet | $599 | 8 |
| 7 | Lupient Milwaukee Kia | $599 | 5 |
| 8 | Lynch Chevrolet Of Kenosha | $549 | 8 |
| 9 | Bell Ford | $537 | 16 |
| 10 | Lynch Burlington | $532 | 3 |
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 |
|---|---|---|---|
| Bergstrom Lexus Of Madison | D 64/100 | $399 | 3 |
| Cloudlot By Van Horn | D 69/100 | $409 | 4 |
| Frank Boucher CDJR Vw Of Janesville | C 74/100 | $499 | 6 |
| Heiser CDJR Sturgeon Bay | C 75/100 | $240 | 4 |
| Napleton Lexus Of Milwaukee | C 76/100 | $53 | 9 |
| Van Horn Hyundai Of Sheboygan | C 77/100 | $499 | 3 |
| Janesville Subaru | C 79/100 | $399 | 9 |
| Heiser Ford | C 79/100 | $479 | 6 |
| Honda Of Kenosha | C 79/100 | $498 | 11 |
| Witt Family Ford | B 80/100 | $0 | 4 |
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
51 dealers · Avg score: 90/100
Chevrolet
32 dealers · Avg score: 92/100
Chrysler
29 dealers · Avg score: 94/100
GMC
27 dealers · Avg score: 81/100
Dodge
26 dealers · Avg score: 93/100
Jeep
26 dealers · Avg score: 91/100
Ram
25 dealers · Avg score: 92/100
Toyota
22 dealers · Avg score: 93/100
Buick
20 dealers · Avg score: 72/100
Hyundai
17 dealers · Avg score: 82/100
Nissan
16 dealers · Avg score: 89/100
Kia
16 dealers · Avg score: 89/100
Honda
14 dealers · Avg score: 81/100
Subaru
11 dealers · Avg score: 85/100
Cadillac
8 dealers · Avg score: 68/100
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.
Try CarEdge ProFind the Best Dealer in Wisconsin
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 September 2026, the average documentation fee in Wisconsin is $393, based on 1,405 verified out-the-door quotes from 331 dealers collected by CarEdge. That is $11 below the $404 national average.
Which Wisconsin dealers charge the highest doc fees?
Kunes Buick GMC Of Oak Creek charges the highest verified doc fee in Wisconsin at $599. Doc fees across the state range from $19 to $999.
Who is the most transparent car dealer in Wisconsin?
Bergstrom Cadillac Of Madison in Madison is the highest-rated dealer in Wisconsin with a transparency score of 100/100 (Grade A) from 3 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. 316 of 421 rated Wisconsin dealers earned an A for transparent, low-fee pricing.