Would you pay over $70,000 for one?
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.
UPDATE: Huntington Beach Ford contact CarBuzz to alert us of an error with its online pricing. The Mach-E in question is a Grabber Blue First Edition with an MSRP of $59,400. The listing has been edited since our original publishing with a $60,790 asking price. This is a small increase over MSRP, but the car has a few dealer add-ons such as a 3M coating.
But Huntington Beach Ford isn't the only dealer scalping its customers, though. Another dealership, Sheridan Ford in Delaware, lists its Rapid Red Metalic First Edition model at $70,040 with a $60,040 MSRP. Unless this is also a publishing error, that represents a $10,000 dealer markup. This is far from an isolated case, as our searched turned up several dealers asking over sticker price for their cars. 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.