Who in their right mind would pay thousands over sticker for a Hyundai Palisade?
If you've ever tried shopping for a niche performance car sportscar model immediately after launch, you're likely familiar with dealer markups. That's when US auto dealers, taking advantage of their independence from the automaker whose cars they sell, respond to the confluence of low supply and high demand by tacking thousands of dollars onto the manufacturer suggested retail price. It's an unfortunate reality of the US auto market, but one we're all more-or-less accustomed to by now.
But what about more, erm, mainstream, pedestrian products? Surely those never see dealer markups of the sort that hit, say, the C8 Chevrolet Corvette and the fifth-generation Toyota Supra?
Apparently, they have; Jalopnik has turned up evidence of crazy dealer markups that have descended upon the new 2020 Hyundai Palisade and Kia Telluride. Perusing the web, that outlet came across some Palisades listed at around $10,000 over MSRP. Considering that the model has essentially a zero-percent chance of ever becoming collectible, and will more than likely depreciate like chewing gum as soon as it leaves the lot, yeah, that's a bit insane.
That's not a knock on either the Hyundai Palisade nor the Kia Telluride, mind you. We drove - and loved - both, declaring them segment leaders for their mix of features, value, and near-luxury-carmaker levels of comfort and refinement.
But there is objectively something a bit questionable about slapping niche performance car markups on ordinary Korean crossovers, even if one of them - the Kia - did win a North American Utility Vehicle of the Year award. Incidentally, that model actually seems to be suffering less of an upcharge at the moment, with advertised prices around $5,000 to $7,000 above MSRP.
So what's to be done? Either get good at negotiating, or wait for dealers to return to sanity. There is absolutely no indication or expectation that either the Palisade or the Telluride will be at all limited in volume, so eventually, supply will catch up to demand and forcibly push prices back down to earth. If you can't manage to get the right deal today, it'll be well worth the wait.