Wisconsin Dealer Fee Report
How transparent are car dealers in Wisconsin? We analyzed 1,178 verified OTD quotes from 366 dealers to reveal what buyers actually pay in doc fees, add-ons, and markup.
As of August 2026, the average doc fee at 279 rated Wisconsin dealers is $398, $2 below the national average, based on 1,178 verified out-the-door quotes collected by CarEdge.
Data updated Aug 17, 2026 · How we score dealers
The Badger State
Wisconsin's dealer grade: B
84/100 average transparency score
31st highest doc fees in the U.S.
Key Findings
- Wisconsin has the 31st-highest average doc fee of the 51 states we track, at $398.
- 261 of 366 rated Wisconsin dealers earned an A for transparency; 45 earned a D or F.
- Wheelers Chevrolet GMC Of Marshfield in Marshfield 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 45% of itemized quotes at an average of $1,381.
Wisconsin Dealer Grade Distribution
Top 10 Most Transparent Dealers in Wisconsin
The most transparent dealers in Wisconsin, from verified pricing data (3+ quotes each).
Wheelers Chevrolet GMC Of Marshfield
Marshfield, WI
No mandatory add-ons · 3 verified quotes
See the quotesToycen Ford Chippewa Falls
Chippewa Falls, WI
$99 below the Wisconsin average
No mandatory add-ons · 5 verified quotes
See the quotesSymdon Chevrolet
Evansville, WI
$148 below the Wisconsin average
No mandatory add-ons · 3 verified quotes
See the quotesBergstrom Cadillac Of Madison
Madison, WIMadison, WI
Prestige Kia
Eau Claire, WIEau Claire, WI
Pischke Motors
La Crosse, WILa Crosse, WI
Bergstrom Subaru Of Oshkosh
Oshkosh, WIOshkosh, WI
Bergstrom Toyota Of Oshkosh
Oshkosh, WIOshkosh, WI
Napleton Chevrolet Buick GMC
Beaver Dam, WIBeaver Dam, WI
Morrie's Auto Group
Sparta, WISparta, 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 $398.
| # | Dealer | Doc Fee | Quotes |
|---|---|---|---|
| 1 | Kunes Buick GMC Of Oak Creek | $599 | 3 |
| 2 | Lynch Buick GMC Of West Bend | $599 | 5 |
| 3 | Lynch Mukwonago | $599 | 14 |
| 4 | Lupient Kia Milwaukee | $599 | 3 |
| 5 | Kunes Hope Chevrolet | $599 | 6 |
| 6 | Lynch Chevrolet Of Kenosha | $549 | 8 |
| 7 | Bell Ford | $537 | 16 |
| 8 | Kayser Chevrolet | $499 | 3 |
| 9 | Gordie Boucher Nissan Of Greenfield | $499 | 17 |
| 10 | Kayser Chrysler Center | $499 | 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 |
|---|---|---|---|
| Zimbrick Hyundai West | C 73/100 | $399 | 5 |
| Heiser CDJR Sturgeon Bay | C 73/100 | $0 | 3 |
| Frank Boucher CDJR Vw Of Janesville | C 74/100 | $499 | 6 |
| Bergstrom Lexus Of Madison | C 76/100 | $399 | 3 |
| Napleton Lexus Of Milwaukee | C 76/100 | $53 | 9 |
| Van Horn Hyundai Of Sheboygan | C 77/100 | $499 | 3 |
| Honda Of Kenosha | C 79/100 | $498 | 11 |
| Stevens Point Ford | B 80/100 | $0 | 6 |
| Kunes Hope Chevrolet | B 80/100 | $599 | 6 |
| 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
45 dealers · Avg score: 89/100
Chevrolet
30 dealers · Avg score: 89/100
GMC
25 dealers · Avg score: 78/100
Chrysler
24 dealers · Avg score: 93/100
Dodge
22 dealers · Avg score: 93/100
Jeep
22 dealers · Avg score: 90/100
Ram
21 dealers · Avg score: 91/100
Toyota
20 dealers · Avg score: 92/100
Buick
19 dealers · Avg score: 69/100
Honda
15 dealers · Avg score: 82/100
Hyundai
14 dealers · Avg score: 84/100
Kia
13 dealers · Avg score: 82/100
Nissan
13 dealers · Avg score: 87/100
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.
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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 August 2026, the average documentation fee in Wisconsin is $398, based on 1,178 verified out-the-door quotes from 279 dealers collected by CarEdge. That is $2 below the $400 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?
Wheelers Chevrolet GMC Of Marshfield in Marshfield 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. 261 of 366 rated Wisconsin dealers earned an A for transparent, low-fee pricing.