TrueCar.com Identifies Top 10 Vehicles in Wealthiest Zip Codes
While luxury cars may fit into the stereotype lifestyles of the rich and famous, TrueCar data shows there are plenty of wealthy consumers who opt to drive mainstream brands.
SANTA MONICA, Calif. — Wealth doesn’t always translate to owning a luxury vehicle, according to a recent TrueCar.com study that reviewed the top vehicles purchased in the wealthiest zip codes.
The vehicle information site examined the car buying preferences of residents in the 10 wealthiest ZIP codes in the United States, as determined by the Internal Revenue Service, to determine the 10 most popular vehicles sold in America's wealthiest neighborhoods.
Among the Top 10 most popular vehicles in America's wealthiest neighborhoods, half are non-luxury vehicles. And in a demographic where a car budget doesn't seem to be much of a concern, all vehicles are priced at less than $50,000 — with the exception of the Mercedes-Benz E-Class and the BMW X5.
The Toyota Prius was the most popular vehicle in Ross and Century City, Calif., while the Top 5 vehicles purchased in Downtown Chicago did not include a luxury make. In Manhattan, N.Y., identified as the wealthiest city, the Mercedes-Benz e-Class is the most popular vehicle purchased, but the Honda CR-V also made the ZIP codes’ Top 5 list.
The study also found that SUVs are popular in Greenwich, Conn., as they make up four out of the Top 5 vehicle purchased. The Toyota Sienna and Honda Odyssey were the only two minivans to make the top five purchased by residents in Medina, Wash.
“Luxury brands like BMW, Mercedes-Benz, and Lexus are the top choice for the well-off, but with wealth often comes freedom of choice,” said Kristen Andersson, senior analyst at TrueCar.com. “The data demonstrates that wealthy consumers of today make value a top priority as half the vehicles purchased are from mainstream brands including Honda, Toyota and Volkswagen. For affluent buyers who live in places where environmental concerns reign supreme, the Toyota Prius is the ultimate status symbol in eco-luxury.”
Most Popular Cars Sold in America's Wealthiest Zip Codes | |||||
Rank | Make/Model | Segment | MSRP* | Market Average** | % Discount from MSRP† |
1 | Mercedes-Benz E-Class | Luxury Car | $51,365 | $48,068 | 6.4% |
2 | BMW 328 | Luxury Car | $35,795 | $34,461 | 3.7% |
3 | Mercedes-Benz C-Class | Luxury Car | $36,095 | $34,144 | 5.4% |
4 | Lexus RX | Luxury SUV | $39,950 | $37,628 | 5.8% |
5 | Toyota Prius | Small Car | $30,565 | $29,525 | 3.4% |
6 | Volkswagen Jetta | Small Car | $26,085 | $24,978 | 4.2% |
7 | Honda CR-V | Midsize SUV | $29,575 | $28,875 | 2.4% |
8 | Honda Accord | Midsize Car | $23,070 | $21,210 | 8.1% |
9 | Toyota Camry | Midsize Car | $25,535 | $23,871 | 6.5% |
10 | BMW X5 | Luxury SUV | $58,595 | $54,995 | 6.1% |
Wealthiest Zips data based on IRS Tax table, filtered for zip codes with a thousand returns or more. If the particular zip code didn’t have a large enough sample size, it was expanded to include surrounding zip codes. Zip codes are in the file that are associated to the location. *MSRP is based on the most popular trim. **Market Average is estimated based on the national average of recent vehicle transactions, including destination and delivery charges after incentives that are subject to change, but does not include tax, title, licensing, documentation or processing fees, other state and governmental charges and/or fees, or any other charges or fees allowed by law. †Percent Discount is rounded to the nearest tenth. | |||||
More F&I

Trust Is Personal
Technology, no matter how efficient, can’t replace what the human F&I manager can do, which is to bridge the divide between cyberspace and the in-store experience.
Read More →
Amplify 2026 Billed as Turning Innovation Into Results
Reynolds and Reynolds says its annual retail summit will connect dealers with practical strategies, peer insight, and technology-driven ideas.
Read More →
Own Your Outcome: F&I in the Digital Customer Journey
Finance has historically been the last step in the car-buying process, but it doesn’t have to be. The customer’s journey starts long before they arrive at the dealership, and so should F&I’s involvement.
Read More →
Tariffs Could Raise Insurance Premiums
As U.S. import tariffs affect repair costs, consumers might find it more affordable to replace a damaged vehicle, according to recent Insurify tariff analysis.
Read More →
Smaller Loans, Longer Terms
The youngest generation of car buyers is more likely to finance less expensive vehicles, more than half of generation Z consumers borrowing less than $25,000.
Read More →
New Lifetime Battery F&I Product Meant to Drive Dealer Traffic
EFG Cos. offering is intended to create lifetime auto dealer engagement with customers.
Read More →
The Psychology Behind Menus That Increase Add-On Sales
There is a science to crafting a menu that gives customers confidence in the choices presented, and moving the process outside the F&I office can further boost results.
Read More →
Why Your F&I PVR Is Misleading You
Here’s a handy checklist of the numbers to track in 2026 instead.
Read More →
Auto Consumer Anxiety Presents Opportunity
A survey of U.S. drivers found the majority are concerned about finances and the economy, but those fears make many ready to buy vehicle-protection products.
Read More →
Humble and Hungry: 12 Rules for an F&I Life
Dustin Gingerich, with a decade in the F&I business under his belt, shares his thoughts on leadership, building trust with customers, and the importance of learning and innovation.
Read More →