What happened to dealership instructed by Ford to not sell over MSRP?

[davesell]

I just contacted a dealership in Illinois that have a Wildtrack 4 door SAS, Lux, soft top with a MSRP of $58,855. They are asking $79,900 for it. This is a 2022 brand new model. I offered them $8000 more over sticker and they would not take it. If you look around the internet at 2021 and 2022 with under 500 miles on the odometer, dealers are still asking 20-25K over sticker price. Why isn't Ford coming down hard on these dealers???

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[schadenforduh]

 

[flip]

Ford's concern is with dealers charging big ADM on reserved units. If that was a stock or abandoned unit, or any unit for that matter, they are free to advertise it for whatever they want. I would not consider it a great business practice but the market will dictate what the transaction price will be.

 

[BlueBronco]

Ford never instructed dealers not to add ADM's to the Bronco. The general consensus on the forum is that dealerships should sell to reservation holders at MSRP or whatever deal the negotiated. And that dealerships can sell abandoned orders at whatever they want as it is the price of not having to wait.

 

[Tumbleweed]

I just started looking for a bronco and a dealer told me “The Mark up used to be 10k!! People would pay that hand over fist. But recently company policy changed and said we can’t mark up that high. So it went down to 5k”

 

[davesell]

Interesting, but they are asking more than 5K for any model.

 

[widnere12]

It was more like a suggestion than an order.

 

[Saltlife4shore]

M"S"RP. Key word "suggested"

 

[kodiakisland]

Context. It wasn’t about Broncos.

 

[da_jokker]

So there are people out there still willing to pay that much over sticker... Doesn't do anybody any favors.

And yes, dealers can charge whatever they want on dealer stock.

 

[Drex]

I just contacted a dealership in Illinois that have a Wildtrack 4 door SAS, Lux, soft top with a MSRP of $58,855. They are asking $79,900 for it. This is a 2022 brand new model. I offered them $8000 more over sticker and they would not take it. If you look around the internet at 2021 and 2022 with under 500 miles on the odometer, dealers are still asking 20-25K over sticker price. Why isn't Ford coming down hard on these dealers???

Perhaps if folks like yourself didn't offer them over MSRP, they would not ask for over MSRP? Seriously, it is hard to accept someone complaining about the amount of ADM when they are willing to pay ADM. It is just a matter of degree, not of right and wrong.

As a rhetorical question; you may want to ask yourself if you would put your car up for sale for $15000 and refuse to take $17000 if someone offered it? Perhaps you might think to yourself...if someone offered $1700, I might have it priced too low and there might be someone who would pay $19000 if I wait a bit.

Dealers are acting rationally. They do so because people (like yourself) will offer and pay more than the suggested (in good times, without shortages) price. If Ford was able and willing to put price caps/controls on vehicles, it would generate more scalpers. Supply and demand at work.

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