Wisconsin Dealer Fee Report
How transparent are car dealers in Wisconsin? We analyzed 1,274 verified OTD quotes from 488 dealers to reveal what buyers actually pay in doc fees, add-ons, and markup.
As of October 2026, the average doc fee at 391 rated Wisconsin dealers is $404, right at the national average, based on 1,274 verified out-the-door quotes collected by CarEdge.
Data updated Oct 5, 2026 · How we score dealers
The Badger State
Wisconsin's dealer grade: B
83/100 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 $404.
- 319 of 488 rated Wisconsin dealers earned an A for transparency; 109 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 $999 — Stevens Point Ford charges the most.
- The most common dealer add-on in Wisconsin is accessories, appearing on 31% of itemized quotes at an average of $1,230.
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 quotesNapleton Chevrolet Buick GMC
Beaver Dam, WI
No mandatory add-ons · 3 verified quotes
See the quotesKolosso Chrysler Dodge Jeep Ram
Appleton, WI
No mandatory add-ons · 4 verified quotes
See the quotesWheelers Chevrolet of Marshfield
Marshfield, WIMarshfield, WI
Bergstrom Subaru of Oshkosh
Oshkosh, WIOshkosh, WI
Boucher Group
Menomonee Falls, WIMenomonee Falls, WI
Marthaler Toyota of Ashland
Ashland, WIAshland, WI
Kearns
Johnson Creek, WIJohnson Creek, WI
Acura of Brookfield
Brookfield, WIBrookfield, WI
International Autos Group
West Allis, WIWest Allis, 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 | Lupient Infiniti Milwaukee | $599 | 7 |
| 7 | Lynch Mukwonago | $599 | 13 |
| 8 | Kunes Hope Chevrolet | $599 | 10 |
| 9 | Kunes Buick GMC of Stoughton | $599 | 4 |
| 10 | Lupient Milwaukee Kia | $599 | 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 |
|---|---|---|---|
| Cloudlot By Van Horn | F 56/100 | $409 | 4 |
| Rosen Hyundai LLC Dba Rosen Hyundai Greenfield | D 60/100 | — | 4 |
| Le Mieux Toyota | D 60/100 | — | 6 |
| Lake Chevrolet | D 60/100 | — | 8 |
| Stevens Point Ford | C 70/100 | $803 | 5 |
| Frank Boucher CDJR Vw of Janesville | C 76/100 | $499 | 6 |
| Van Horn Hyundai of Sheboygan | C 79/100 | $499 | 3 |
| Janesville Subaru | C 79/100 | $399 | 12 |
| Napleton Beaver Dam | B 80/100 | $399 | 3 |
| Heiser Ford | B 80/100 | $479 | 6 |
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
Chevrolet
35 dealers · Avg score: 88/100
Chrysler
34 dealers · Avg score: 92/100
GMC
31 dealers · Avg score: 78/100
Dodge
30 dealers · Avg score: 91/100
Jeep
30 dealers · Avg score: 89/100
Ram
29 dealers · Avg score: 89/100
Buick
23 dealers · Avg score: 69/100
Toyota
22 dealers · Avg score: 85/100
Nissan
17 dealers · Avg score: 80/100
Hyundai
17 dealers · Avg score: 85/100
Kia
16 dealers · Avg score: 84/100
Honda
15 dealers · Avg score: 83/100
Subaru
11 dealers · Avg score: 83/100
Volkswagen
10 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.
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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 October 2026, the average documentation fee in Wisconsin is $404, based on 1,274 verified out-the-door quotes from 391 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 $999.
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. 319 of 488 rated Wisconsin dealers earned an A for transparent, low-fee pricing.