Wisconsin Dealer Fee Report
How transparent are car dealers in Wisconsin? We analyzed 1,332 verified OTD quotes from 497 dealers to reveal what buyers actually pay in doc fees, add-ons, and markup.
As of October 2026, the average doc fee at 398 rated Wisconsin dealers is $404, right at the national average, based on 1,332 verified out-the-door quotes collected by CarEdge.
Data updated Oct 17, 2026 · How we score dealers
The Badger State
Wisconsin's dealer grade: B
84/100 average transparency score
33rd highest doc fees in the U.S.
Key Findings
- Wisconsin has the 33rd-highest average doc fee of the 52 states we track, at $404.
- 329 of 497 rated Wisconsin dealers earned an A for transparency; 110 earned a D or F.
- Zimbrick Volkswagen 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 $38 to $803 — Stevens Point Ford charges the most.
- The most common dealer add-on in Wisconsin is accessories, appearing on 29% of itemized quotes at an average of $1,221.
Wisconsin Dealer Grade Distribution
Top 10 Most Transparent Dealers in Wisconsin
The most transparent dealers in Wisconsin, from verified pricing data (3+ quotes each).
Zimbrick Volkswagen of Madison
Madison, WI
No mandatory add-ons · 3 verified quotes
See the quotesZimbrick Chevrolet
Sun Prairie, WI
No mandatory add-ons · 3 verified quotes
See the quotesAmery Chevrolet
Amery, WI
No mandatory add-ons · 4 verified quotes
See the quotesWheelers Chevrolet of Marshfield
Marshfield, WIMarshfield, WI
Bell Ford
Arlington, WIArlington, WI
Bergstrom Subaru of Oshkosh
Oshkosh, WIOshkosh, WI
Acura of Brookfield
Brookfield, WIBrookfield, WI
Napleton Chevrolet Buick GMC
Beaver Dam, WIBeaver Dam, WI
Marthaler Toyota of Ashland
Ashland, WIAshland, WI
Lenz Auto
Fond du Lac, WIFond du Lac, 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 $404.
| # | Dealer | Doc Fee | Quotes |
|---|---|---|---|
| 1 | Stevens Point Ford | $803 | 5 |
| 2 | Lake Ford | $672 | 10 |
| 3 | Kunes Buick GMC of Oak Creek | $599 | 3 |
| 4 | Lynch Chevrolet of Kenosha | $599 | 8 |
| 5 | Lynch Buick GMC of West Bend | $599 | 4 |
| 6 | Lynch Mukwonago | $599 | 13 |
| 7 | Lupient Infiniti Milwaukee | $599 | 6 |
| 8 | Kunes Hope Chevrolet | $599 | 10 |
| 9 | Kunes Buick GMC of Stoughton | $599 | 4 |
| 10 | Lupient Milwaukee Kia | $599 | 4 |
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 |
|---|---|---|---|
| Cloudlot By Van Horn | F 58/100 | $454 | 6 |
| Le Mieux Toyota | D 60/100 | — | 6 |
| Lake Chevrolet | D 60/100 | — | 8 |
| Rosen Hyundai LLC Dba Rosen Hyundai Greenfield | D 60/100 | — | 4 |
| Bergstrom Cadillac of Madison | D 60/100 | — | 4 |
| Stevens Point Ford | C 70/100 | $803 | 5 |
| Frank Boucher CDJR Vw of Janesville | C 76/100 | $499 | 6 |
| Janesville Subaru | C 79/100 | $399 | 12 |
| Hyundai West Allis | C 79/100 | $499 | 3 |
| Van Horn Hyundai of Sheboygan | C 79/100 | $499 | 3 |
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
61 dealers · Avg score: 90/100
Chrysler
37 dealers · Avg score: 91/100
Chevrolet
35 dealers · Avg score: 88/100
GMC
32 dealers · Avg score: 78/100
Dodge
32 dealers · Avg score: 91/100
Jeep
32 dealers · Avg score: 89/100
Ram
30 dealers · Avg score: 90/100
Buick
23 dealers · Avg score: 69/100
Toyota
22 dealers · Avg score: 85/100
Hyundai
18 dealers · Avg score: 86/100
Nissan
17 dealers · Avg score: 82/100
Kia
16 dealers · Avg score: 84/100
Honda
15 dealers · Avg score: 90/100
Volkswagen
11 dealers · Avg score: 86/100
Subaru
11 dealers · Avg score: 83/100
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 October 2026, the average documentation fee in Wisconsin is $404, based on 1,332 verified out-the-door quotes from 398 dealers collected by CarEdge. That is right at the $404 national average.
Which Wisconsin dealers charge the highest doc fees?
Stevens Point Ford charges the highest verified doc fee in Wisconsin at $803. Doc fees across the state range from $38 to $803.
Who is the most transparent car dealer in Wisconsin?
Zimbrick Volkswagen 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. 329 of 497 rated Wisconsin dealers earned an A for transparent, low-fee pricing.