Wisconsin Dealer Fee Report
How transparent are car dealers in Wisconsin? We analyzed 815 verified OTD quotes from 243 dealers to reveal what buyers actually pay in doc fees, add-ons, and markup.
As of July 2026, the average doc fee at 243 rated Wisconsin dealers is $347, $53 below the national average, based on 815 verified out-the-door quotes collected by CarEdge.
Data updated Jul 7, 2026 · How we score dealers
The Badger State
Wisconsin's dealer grade: B
84/100 average transparency score
34th highest doc fees in the U.S.
Key Findings
- Wisconsin has the 34th-highest average doc fee of the 53 states we track, at $347.
- 163 of 243 rated Wisconsin dealers earned an A for transparency; 29 earned a D or F.
- Bergstrom Subaru Of Oshkosh in Oshkosh is the state's most transparent dealer at 100/100 from 4 verified quotes.
- Verified doc fees in Wisconsin range from -$1 to $999 — Serra Toyota charges the most.
- The most common dealer add-on in Wisconsin is accessories, appearing on 55% of itemized quotes at an average of $1,423.
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 Subaru Of Oshkosh
Oshkosh, WI
$52 above the Wisconsin average
No mandatory add-ons · 4 verified quotes
See the quotesMarthaler Toyota Of Ashland
Ashland, WI
$48 below the Wisconsin average
No mandatory add-ons · 3 verified quotes
See the quotesMarkquart, Inc.
Chippewa Falls, WI
No mandatory add-ons · 3 verified quotes
See the quotesLenz Auto
Fond du Lac, WIFond du Lac, WI
Wheelers Chevrolet GMC Of Marshfield
Marshfield, WIMarshfield, WI
Kearns
Johnson Creek, WIJohnson Creek, WI
International Autos Group
Menomonee Falls, WIMenomonee Falls, WI
Toycen Ford Chippewa Falls
Chippewa Falls, WIChippewa Falls, WI
Symdon Chevrolet
Evansville, WIEvansville, WI
Prestige Kia
Eau Claire, WIEau Claire, 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 $347.
| # | Dealer | Doc Fee | Quotes |
|---|---|---|---|
| 1 | Serra Toyota | $664 | 12 |
| 2 | Bell Ford | $624 | 6 |
| 3 | Kunes Hope Chevrolet | $599 | 6 |
| 4 | Lynch Mukwonago | $549 | 4 |
| 5 | Lynch Chevrolet Of Kenosha | $532 | 3 |
| 6 | Frank Boucher CDJR Vw Of Janesville | $516 | 6 |
| 7 | Bachrodt Baraboo Motors | $499 | 3 |
| 8 | Griffin'S Hub | $499 | 6 |
| 9 | Kayser Chrysler Center | $499 | 3 |
| 10 | Metro Ford Of Madison | $499 | 5 |
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 |
|---|---|---|---|
| Frank Boucher CDJR Vw Of Janesville | C 72.6/100 | $516 | 6 |
| Zimbrick Hyundai West | C 73/100 | $399 | 5 |
| Bell Ford | C 74/100 | $624 | 6 |
| Napleton Lexus Of Milwaukee | C 74.9/100 | $0 | 8 |
| Lexus Of Brookfield | C 77/100 | $383 | 5 |
| Zeigler Hyundai Of Racine | C 78/100 | $0 | 3 |
| Stevens Point Ford | C 78.3/100 | $402 | 6 |
| Honda Of Kenosha | C 79/100 | $498 | 7 |
| Kunes Hope Chevrolet | B 80.4/100 | $599 | 6 |
| Van Horn Hyundai Of Sheboygan | B 80.4/100 | $333 | 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
27 dealers · Avg score: 92/100
Chevrolet
22 dealers · Avg score: 92/100
GMC
18 dealers · Avg score: 84/100
Toyota
16 dealers · Avg score: 89/100
Chrysler
14 dealers · Avg score: 87/100
Dodge
13 dealers · Avg score: 86/100
Jeep
13 dealers · Avg score: 81/100
Ram
13 dealers · Avg score: 83/100
Honda
13 dealers · Avg score: 80/100
Buick
13 dealers · Avg score: 80/100
Hyundai
13 dealers · Avg score: 83/100
Subaru
10 dealers · Avg score: 86/100
Kia
10 dealers · Avg score: 81/100
Nissan
10 dealers · Avg score: 93/100
Mazda
7 dealers · Avg score: 77/100
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 July 2026, the average documentation fee in Wisconsin is $347, based on 815 verified out-the-door quotes from 243 dealers collected by CarEdge. That is $53 below the $400 national average.
Which Wisconsin dealers charge the highest doc fees?
Serra Toyota charges the highest verified doc fee in Wisconsin at $664. Doc fees across the state range from -$1 to $999.
Who is the most transparent car dealer in Wisconsin?
Bergstrom Subaru Of Oshkosh in Oshkosh 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. 163 of 243 rated Wisconsin dealers earned an A for transparent, low-fee pricing.