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Golden Road

The grandest and most extravagant car game in the rotation. Comprises the “Big Three” along with 3 Strikes and Triple Play. Inspired the name of Golden-Road.net.

The Golden Road begins with a grocery item under $1, but passes a three digit and four digit prize building up to an expensive five-digit luxury car. To win each prize, the contestant has to pick which digit from the prize before will fill in a concealed hundreds digit. A wrong guess ends the game, though the contestant keeps all prizes won previously.

The “Golden Road” leads all over the stage, with elaborate presentation. The car is always a luxury car much more expensive than the ones normally offered; $60,000 these days would be a low end car in this game!

A host points to the 'Golden Road' display on the set of 'The Price is Right', while a contestant in a blue shirt watches attentively.
22nd pricing game to debut
S3, August 19 1975 – Present
Likely created by Jay Wolpert
Strategy
Stats
FAQ
S3, Aug 19 1975
Bob Barker and a female contestant stand in front of a sign pointing to 'Golden Road', set against a colorful background, with a small jar visible on a pedestal.

Edwina’s going to become the first-ever contestant to walk the Golden Road! It all starts with this small jar of pickles…

A brightly colored stage setup for the game 'Golden Road', featuring a golden carpet leading to various prize displays, with a host and contestants in the scene.

…which will take her down the Golden Road to a range, then a piano…

A colorful stage display with a rainbow backdrop featuring two women in red dresses gesturing towards a 1974 black convertible Jaguar XKE.

…and finally to this 1974 JAGUAR XKE Convertible!

A contestant holds a game board displaying the numbers '83' and a hidden digit for the prize amount of '$_40' during the Golden Road pricing game.

The pickles are 83 cents. Either the 8 or the 3 is the first digit in the Range. Edwina says 8…

0 is displayed on a pricing game sign during a game show, with a contestant holding a card.

…and she’s right! Edwina wins the range and the right to continue down the Golden Road to the piano.

A hand holding a game board displaying the numbers 840 and a price of _25 in a colorful setting with a piano in the background.

The second digit in the piano is either 8, 4, or 0.

Audience members are enthusiastically raising their hands while watching a game show, showcasing excitement and engagement.

The audience is screaming “4”, and Edwina agrees. It wins her the piano, and takes her to the end of the Golden Road!

A man in a suit holds a black object while a woman beside him laughs joyfully, both appearing on a colorful game show set.

Edwina is stunned to learn the Jaguar is worth over $10,000! Most cars offered on TPIR around this time were $3,000 to $4,000.

A person holding a game board displaying numbers 1425 and the dollar amount ,_63 during a game show.

To win the luxurious Jaguar… is the missing digit 1, 4, 2, or 5? Gritting her teeth, Edwina follows the crowd and says “5”…

,263 displayed on a game sign in a car game show, with a hand pulling the lever.

AWWWWW! Well, she’s won a range and a piano, which was enough to guarantee a berth to the showcases in the days before the Big Wheel was introduced.

S4, Nov 3 1975
A stage scene from the game show 'The Price is Right' featuring dazzling lights and a glittering golden road, with an audience visible in the background.

The Golden Road set is so complex, it’s typically played first to give the crew time to get everything in place. Here you can see the Golden Road already set up as Bob walks out to start the show.

A game show host and a female contestant interacting with a prize display featuring a floral arrangement, with a colorful backdrop of rainbow stripes.

You can see the 1976 Lincoln Continental looming large over the smaller prizes.

A scoreboard displaying the price of ,_04 with a hand adjusting the digits. The top row shows the number 1023.

Here’s a test not of pricing, but of player psychology. Few players know how to price a $12,000 car to the hundreds digit…

A young woman with long hair, wearing a sweater and holding up three fingers, speaks with a male host wearing a suit and tie, both are engaged in a game show setting.

…but most players will opt to pick a digit that doesn’t repeat. Christi seems to think “3”, and the audience concurs…

A contestant celebrates with the host in front of a classic car and a colorful rainbow backdrop on the set of a game show.

SHE’S RIGHT! Christi is the first known Golden Road winner! That Lincoln Continental would be worth over $70,000 in today’s money!

S9, Oct 4 1979
A game show set featuring a host and a contestant, with a large camper van visible in the background and a jar of pickles on display in the foreground.

The thick golden carpeting tended to trip up Bob and the contestants, so it was replaced by a series of golden dots.

A contestant celebrates with the host in front of a large motorhome on set during a game show.

Theresa would have been happy with a horse trailer… instead she’s getting an $18,000 MOTORHOME!

S13, Feb 28 1985
A host interacting with a female contestant next to a large camper, showcasing the price display during a game show.

Golden Road often offers record-setting prizes. A $31,000 motorhome in 1985 is the most expensive prize ever offered on the show to this point!

S14, Oct 14 1985
A woman stands next to a white Porsche sports car in front of a colorful rainbow backdrop, promoting the Golden Road game show segment.

This record would be topped by a $37,000 Porsche 911 Carrera…

S14, Jan 8 1986
A contestant in a red dress stands next to a dark blue Porsche 911 Carrera under a sparkling rainbow backdrop on a game show set.

…which would be topped just two months later by a $43,000 Porsche 911 Carrera…

A contestant celebrating joyfully on stage after winning a prize, with arms raised in excitement.

…which Denise won!

Tom Kennedy’s syndicated 1985-86, Nov 7 1985
A host speaks to a contestant on a colorful game show set, featuring a vibrant backdrop and the words 'Golden Road' in bold letters.

But that’s just the daytime record. Tom Kennedy’s primetime Price is Right was also running in 1985, and they used their primetime-sized budget…

A bright stage featuring a red car under a rainbow backdrop, with two women in white dresses waving at the audience.

…to offer a $60,000 Ferrari 308!

S17, Jan 24 1989
A host walks through a colorful set on a game show, featuring vibrant backdrop designs and bright lights.

For over a decade, you could tell Golden Road was on deck as soon as Bob walked through the Big Doors.

S18, Oct 24 1989
A lively audience cheering as a contestant shakes hands with the host during a game show segment.

By 1989, Bob began entering through the back of the audience on days Golden Road was being played, so the surprise wouldn’t be spoiled for the casual viewer.

S21, Apr 21 1993
A television host interacts with a young contestant standing beside a sign indicating the 'Golden Road' game, set against a colorful backdrop.

The sign got touch ups occasionally, but following the Golden Road still lead to the best prizes!

A model showcases a luxury boat on a stage with a colorful rainbow backdrop.

Why should cars have all the fun? Here’s a record-setting $51,000 cabin cruiser…

S27, Sep 22 1998
Three models presenting a travel trailer during a game show, with colorful decorations and stage lights in the background.

…and on the 27th season premiere, a $70,000 Winnebago!

S27, Jan 26 1999
A silver Dodge Viper sports car displayed in front of a colorful rainbow backdrop, featuring fluffy cloud props.

Let’s not neglect the luxury cars for too long… A $70,000 Viper took the record back!

S28, Oct 6 1999
A colorful, glittery sign pointing right, reading 'GOLDEN ROAD' in bold letters.

The new rainbow set is ready to party like it’s 1999!

S30, Jan 17 2002
A contestant celebrates with a host near a red car and a colorful rainbow display on a game show set.

When Bob became EP and requested the show offer American-made cars exclusively, different models of Dodge Viper traded off setting the record for a while. Here’s a $74,000 Viper RT-10!

S34, Sep 19 2005
A black sports car with prominent wheels showcased under a colorful balloon arch, and a woman in a red outfit sitting atop the car, smiling and waving.

An $85,000 Viper from the 34th season premiere!

S35, Sep 28 2006
A yellow Dodge Viper offered on a turntable in Golden Road, the largest pricing game on The Price is Right

And, for the first playing of Season 35, an $86,000 Viper SRT-10 spinning on a giant turntable!

S33, April 9 2005 (Primetime MDS)
Contestant interacting with the host beside a Four Winns cabin cruiser on the set of The Price Is Right, with a colorful prize display in the foreground.

The PRIMETIME record was set by this 26′ Four Winns cabin cruiser, worth over $105,000!

A cheerful contestant laughs and bends down in excitement while the host, dressed in a suit, gestures with a microphone in hand against a backdrop featuring a large RV and a colorful rainbow display.

And Freda won it!

S35, Jun 11 2007

A model sits at a dining table in a luxury motorhome, enjoying breakfast with a view out the windows.

On Bob’s final week, this 32′ Fleetwood Terra motorhome set a final overall record for the most expensive prize Bob ever offered. It couldn’t even fit behind the door!

S36, Apr 4 2008 (Primetime MDS)
A contestant lying on the stage floor, dramatically showcasing excitement during the Golden Road game, with a colorful rainbow backdrop and a luxury sports car in the background.

Drew has had his share of winners of huge cars, too. Here’s an $87,000 Viper…

S38, Feb 4 2010
A black Mercedes-Benz car on a blue platform decorated with a rainbow backdrop, featuring a smiling female contestant in a blue dress leaning against the car.

…and when the show began to offer imports again, an $85,000 Mercedes-Benz CLS!

S38, Apr 22 2010
A contestant and host standing next to the 'Green Road' display, featuring a sparkling green and silver sign pointing towards the Green Road in a game show setting.

On Earth Day 2010, the “Green Road” starts with these organic fruit snacks…

A contestant and host interact while revealing digits for the Golden Road game, with a luxury red Tesla Roadster in the background.

…and ends with this $112,000 Tesla Roadster!

S39, Oct 29 2010
The set of the game show 'The Price is Right', featuring a vibrant green entrance sign labeled 'GOLDEN BRICK ROAD', a yellow brick road design on the floor, and colorful decorations in the background.

Halloween 2010 had a Wizard of Oz theme, so naturally they couldn’t go without following the “Golden Brick Road”…

A model in a pink ball gown stands next to a black luxury car, smiling and gesturing joyfully in front of a colorful, rainbow-themed backdrop adorned with flowers.

…to this Jaguar!

S44, Feb 19 2016
A contestant poses next to a black Mercedes-Benz car during Dream Car Week, with bright blue lights and a 'Dream Car Week' sign in the background.

The current record holder would be this Mercedes-Benz S550A from Dream Car Week 2016 worth a jaw-dropping $139,000. Currently the most expensive car ever offered in Golden Road.

A host celebrating in front of a black luxury car during Dream Car Week, with colorful lights and a prize display in the background.

AND ADRIAN WON IT! Talk about a dream car!

S49, Nov 25 2020
A contestant excitedly stands on stage next to the colorful 'Golden Road' sign during a game show.

Golden Road got a facelift in 2020 with bright backlit colors.

S52, Jan 3 2024 (Primetime)
Pyrotechnics shoot off as a Lincoln Navigator is revealed in Golden Road.

These days the Golden Road reveal always includes pyrotechnics. Check out that Lincoln Navigator!

Contestant Aletha stands on the stage of the game show, next to a colorful prize display and a silver luxury SUV.

For a $113,000 car, Aletha must decide… is the missing digit 5, 6, 7, or 2?

A contestant sitting inside a luxury SUV, covering her face with her hands, expressing a mix of disbelief and joy.

Is there any better way to start an episode than with a Golden Road win?

  • Follow the Golden-Road FAQ to… well… Golden Road
  • Fill in your missing info on 1975 in the Tiny Timeline
  • Drive in luxury to the other “Big Three” games, 3 Strikes and Triple Play
  • Return to “Golden Game Gallery“