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

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 →
Focus on the Opening
F&I managers must learn as much as possible about their customers, starting before they walk into their offices. The bulk of today’s consumers expect that, and good results will follow.
Read More →
F&I Reaches for the Sky
The increasingly important profit center continued making gains in the first quarter, according to StoneEagle data, ancillary products proving more popular as consumers hold onto their buys longer.
Read More →
Timing the Market Can Hurt Long-Term Program Performance
For dealer-owned reinsurance entities, avoiding volatility entirely can mean falling behind inflation and missing market rebounds that drive long term surplus growth. Missing just a handful of strong market days can materially impact cumulative returns—an important reminder for long horizon trust and investment strategies.
Read More →
The 90/10 Rule
In this video, Ryan Ruff explains the rule that elite sales professionals use to turn ordinary conversations into unforgettable customer experiences.
Read More →
Your Office Is Talking
What’s the atmosphere saying about you to your customers? You can make minor adjustments and additions that transform your space into one that creates trust with the people on the other side of the desk.
Read More →
F&I Training Fundamentals
How can auto dealerships help F&I managers fulfill their vital role in the most effective ways? Industry expert Rick McCormick shares his insights on the best ways to train these professionals and help them maintain good habits.
Read More →
Not Just Any Tire Will Do
More consumers and businesses are opting for all-season options for various reasons as safety, sustainability and convenience push practical change.
Read More →