When you head to a car dealership and start looking at the window sticker for cars that catch your eye, you may be confused by the many different prices you see listed. One of those, the MSRP, is an important figure for your future car purchase negotiations. MSRP, or Manufacturer Suggested Retail Price, is the recommended selling price slapped on a new car from the manufacturer. While it is often displayed as the car's "price," it is not the same as a price tag on a pair of shoes at your favorite clothing retailer. You should view the MSRP as the starting point for negotiations, but understanding its full meaning is critical as you shop for a car.