Dealers Already Asking $5,000 Over MSRP on 2013 Subaru BRZ
 

Dealers Already Asking $5,000 Over MSRP on 2013 Subaru BRZ

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One of the problems with non-manufacturer-run dealerships is that MSRP is simply a suggestion and if something hot rolls through the door, there's no reason they won't add a few grand on top of MSRP to help boost profits. Imagine if Apple stores were privately owned instead of corporate run; you can bet the markup would've been at least 100% of MSRP.
That makes the just-under-20% currently being dropped on top of the 2013 Subaru BRZ seem downright reasonable. A reader sent us an email correspondence from a local Subaru dealer stating that they are only receiving 20 BRZs this year, many are already spoken for and there is a non-negotiable $5,000 markup on every one. That makes the BRZ a $31,265 proposition.
Too much for a 200hp car? Entirety of the email after the jump.
Dear XXX,
This is XXX from XXXX. The MSRP of the Premium in 6-speed manual with no other options on the vehicle at all is $26,265. Because of it's limited availability and the fact that so many are already being pre-ordered and we are only getting an allotment of 20 for the year we are charging a non-negotiable mark up of $5,000 on every BRZ that we are getting.
So your selling price would be $31,265.
Feel free to contact me through email, the store phone, or even by my cell, which you can also text me on. Whichever is more convenient for you. Looking forward to hearing from you soon! Have a great day!
Thanks,
XXX

5000 is a LOT. Not sure how many will pay that much, but with a limited first year they won't need many.

LOL. Where to start.

I don't see anyone buying this car for more than $500 over MSRP who hasn't already pre-ordered. This artificial demand will only help FR-S sales. That is to say, if Scion dealers don't do the same. And don't give me that "Pure Price" nonsense, we've all seen enough of those threads to know the dealers will do what they want.

I can't say I'm surprised, though once the dealers realize that people are buying the Mustang GT, and other offerings, they'll snap back to reality in a few months and sell it at MSRP or invoice. All the while they could have sold 5 at MSRP.

Blech.

Tell them to go f*ck themselves. Seriously.

Yea I know one of the dealers in my area is charging a 5k Markup. Fucking bastard and they have the most allocated in my area too.

Agreed, the most I would pay for a markup is a couple hundred

That's the great thing about car dealerships, you don't have to go to that one, go to a different one. Hell I'd go find a nice one way out of the way in the sticks, where people "don't buy a lot of those gook cars" and get on their order list for one of their allocations and make them agree to sell you at MSRP, which they will. The only people who will pay $5K over are the stupid and the gullible, and the people with more money than sense.

Suckas!!

I almost wish that were the case in all dealers . . . . It would instantly make my decision to NOT buy one this year. As it is, with the chance I can get one for MSRP - yikes. I shouldn't, but I will.

Wonderful. *eye roll* Now InsideLine is giving dealerships a documented reason to screw people over. I won't tolerate any markup; the relative affordability of the car is a big part of its allure. Take that away and the proposition gets markedly less attractive.

Translation: Subaru decided to not screw up on the MSRP. Now it's up to the dealerships to not screw over both Subaru & the customers.

That is the nature of the business; getting as much revenue/profit as possible from consumers who are willing pay. That is the model for every corporation/business and anyone who says it isn't is lying. I find no fault in dealerships putting exorbitant markups on 'hot' cars because they'll find consumers who'll pay for it & if they don't they'll re-adjust accordingly to the market.

The problem really is the jackasses out there that will gladly pay the markup and like it. Its a consumer driven market, I politely ask those folk to get their heads out of their asses and negotiate the price.

they might get a sucker or two at that price, but after that they won't be able to move the car at that price. It will end up on the lot and get sold at MSRP eventually.