What Really Happens When You Win a Car on The Price Is Right — Winners Tell All

LOS ANGELES, CA — Every contestant dreams of hearing those magic words — “It’s a brand-new car!” — echo across The Price Is Right stage. But what happens after the confetti falls and the cameras stop rolling? According to past winners, the ride home isn’t quite as immediate — or as free — as fans might imagine.

The Real Cost of Winning

Several former contestants have revealed that while winning a car on The Price Is Right is exhilarating, the process comes with a hefty dose of reality. Winners don’t drive their new car straight off the set. Instead, they’re required to fill out forms, pay California income tax, and later cover federal taxes on their prizes before taking possession.

Debra Field, a contestant who shared her experience with the Asbury Park Press, explained that after taping ends, participants are handed detailed paperwork outlining what they’ve won and how much they owe. Only after submitting a certified check to the show’s accounting department can winners claim their prize at a local dealership.

Taxing Triumphs

Contestant Shawn Allen, who won nearly $40,000 in prizes in 2015, revealed during a Reddit AMA that California automatically takes 7% in taxes before winners receive their rewards. On top of that, winners must pay federal income taxes, which can sometimes bump them into a higher tax bracket.

According to a 2012 ABC News report, the financial burden can be so significant that some winners decline part of their prizes rather than deal with the tax hit.

Flexibility with a Catch

Still, the experience can have a happy ending. The Price Is Right allows some flexibility when it comes to vehicle selection. TikTok star Kate Steinberg, who won a Nissan on the show’s “Money Game,” revealed she was able to trade up — ultimately choosing a white Toyota RAV4 instead.

“What happens is, when you win a car… you can keep that car, or you can take that credit and get a new one,” Steinberg shared. While cash exchanges are not allowed for major prizes, she proudly showcased her new ride — complete with a Snoopy toy and a custom license plate frame declaring, “I won this car on The Price Is Right.”

Conclusion

Winning on The Price Is Right may not come with instant keys or a tax-free victory, but for many contestants, the experience is a once-in-a-lifetime thrill worth every penny — a gleaming reminder that sometimes, the real prize is the moment itself.