The Reality of Winning a Car on The Price Is Right, As Told by Previous Winners

For more than fifty years, CBS' beloved game show "The Price is Right" has delighted contestants with gleaming sports cars, SUVs, and other vehicles. But what actually happens to these prizes once the cameras stop rolling?

Several former contestants report that winning a car doesn't mean you drive it home immediately. Like many major TV prizes, winners must pay taxes before claiming their vehicle. Debra Field, a past contestant, told the Asbury Park Press that after filming, "you fill out a form explaining your prize and the California income tax you owe."

Afterward, winners send a certified check to the show's accounting department and collect the car from a local dealership. Shawn Allen, who won nearly $40,000 in cash and prizes in 2015, noted in a Reddit AMA, "California takes 7% before you receive your prizes," and federal taxes also apply to the winnings.

According to a 2012 ABC report, large Showcase Showdown prizes can even push winners into a higher tax bracket. Some participants have even declined parts of their winnings to avoid complex tax issues.

Despite these rules, winners are sometimes allowed flexibility in selecting their vehicle. TikTok creator Kate Steinberg shared her experience after winning a Nissan in the classic Money Game. She later opted for a white Toyota RAV4 instead, decorating it with a Snoopy toy and a license plate frame that read, "I won this car on 'The Price is Right.'"

Steinberg explained, "When you win a car, you can either keep it or trade it for a different model. That's what I did."

However, the show's top prizes generally cannot be exchanged for cash, although some winners, like Shawn Allen, received cash equivalents for certain prizes instead of the physical items.

Author's Commentary: Behind the Scenes of "The Price is Right" Prizes

Winning a car on "The Price is Right" is often perceived as instant gratification, but the reality involves several financial and administrative steps. Contestants must first calculate and pay California state taxes and federal taxes before claiming their prize. Certified checks are required, and vehicles are collected from local dealerships rather than being handed over on set.

Flexibility exists in prize selection. Winners may choose alternative models, as in the case of TikTok creator Kate Steinberg, who swapped a Nissan for a Toyota RAV4. However, most top-tier prizes, particularly Showcase Showdown vehicles, cannot be directly exchanged for cash, though exceptions exist for partial cash equivalents.

The financial implications of winning on the show are significant. Large prizes can elevate winners into higher tax brackets, and some have even declined portions of their winnings to avoid complex tax obligations. Understanding these processes clarifies that winning on a game show involves careful planning beyond the excitement of the spotlight.

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• What Really Happens When You Win A Car On The Price Is Right, According To Past Winners