And this is one of the cheaper examples available.
We have some good and bad news to share if you're in the market for a Ford Bronco Raptor. The good news is that you can buy one straight from the floor at Seelye Ford of Kalamazoo, located less than 150 miles from Ford's Dearborn headquarters. The bad news is that it will cost you $34k over MSRP.
The dealership's sticker price shows a market price of $108,105, including destination and delivery fees. The car is equipped with all the luxuries and goodies you could possibly want and is finished in the Code Orange hue you see below.
The dealer's price is an alarming $34,325 over Ford's recommended retail price, as found on its website.
The Ford Bronco Raptor has been a massive success, and the entire 2022 allocation is already sold out.
Thanks to the ongoing global chip shortage and numerous logistical backlogs, it's the same story with the rest of the range. There have been massive waiting lists from the word go. With online orders for the Heritage Edition recently being canceled, people are begging to get behind the wheel of one of these capable off-road machines.
Unfortunately, when demand outstrips supply, only one thing happens; prices increase, and dealers have been caught adding massive markups to Bronco prices. Ford started making serious threats to dealers in mid-2022, but this latest markup is proof that there's little Ford can actually do to alleviate the problem.
This price might seem outrageous, but one look at second-hand car sales websites like Bring a Trailer reveals prices that are even more ridiculous. A quick scan shows that the Braptor can sell for up to $122,000, making this dealer markup look like a fair deal.
Then again, consumers also need to take some of the blame. Recent research showed that the majority of the population is willing to spend up to 39% over MSRP for the car they want. This particular Bronco Raptor is selling for roughly 28% over MSRP, not accounting for the optional extras.
The most effective weapon we've seen against hefty markups is internet outrage, but as long as customers are willing to pay, the dealers will continue to take advantage.