from
http://dictionary.reference.com/browse/rip+off
1.an act or instance of ripping off another or others; a theft, cheat, or swindle.
2.exploitation, especially of those who cannot prevent or counter it.
There is no rip off here. It is inflated price but no one is being forced to buy the car. I would be more inclined to make fun of someone buying the car than a business try to make money given the opportunity.