Would you pay $74,400 for a Premium Trim model?
It’s a story as old as the birth of the car dealership. An automaker builds a new car and prices it realistically. Consumer demand outstrips the first couple of months of production, and dealers add ridiculous markups knowing enough people will be dumb enough to pay them. Ford has already faced this problem with the Bronco, but the Ford Mustang Mach-E is the latest model with cynical dealerships exploiting their first deliveries.
The first one we’ve spotted is a Premium trim model going for $74,400 on AutoTrader via Huntington Beach Ford. The MSRP on a Ford Mustang Mach-E Premium is $47,000.
AutoTrader
AutoTrader
AutoTrader
With no options added, that would be a $27,400 markup for the California-based dealer. Even with the $7,700 extended range battery option, the most expensive paint and interior options, and the only package available (Interior Protection) selected, the most we could spend on a Ford Mustang Mach-E Premium in the configurator is $55,540. At $74,400, that’s still an $18,860 markup for the dealer. Huntington Beach Ford isn’t the only dealer scalping its customers, though. However, it’s the most expensive markup we’ve seen so far, with Sheridan Ford in Delaware coming in a close second with a Premium trim model at $70,040. We’ve seen pushback on this behavior from dealerships before, but it’s a problem that’s not going away anytime soon.
It’s a shame cynical dealers are out there making the Mustang Mach-E look more expensive than it is. In reality, the MSRPs are about right for a good all-electric crossover. Ford has come to the EV market late, but its first effort looks like it’s going to have legs. While enthusiasts might complain about using the Mustang name for a crossover, and one not powered by pistons to boot, it makes sense for Ford to capitalize on a name that has such immense awareness around the world for a product pushing into the mass market. Thankfully, there are many good Ford dealers out there not willing to scalp their customers, and after a couple of months of production, the market will settle.
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