It was only a matter of time.
Orders are currently underway for the all-new 2021 Ford Mustang Mach-E, the Blue Oval's first-ever all-electric vehicle. Understandably, there's been significant interest in the Mach-E with thousands of buyers lining up with the $500 refundable deposit in hand. We also just learned the Mach-E order bank is scheduled to open by the end of next month. All in all, enthusiasm is high and dealerships are keenly aware of this.
What does this mean? Dealership markups. Yes, they have begun, at least according to some members of the Mach E Forum who already placed deposits.
How much are these markups? One user claims they reached out to their assigned dealership (note: Ford assigned first buyers to a local dealership to handle the sale) and was told there's a $15,000 markup over MSRP. The good news is that buyers can change their dealer once they complete the order online. The bad news is that more dealers are likely to have markups as well. Other forum members also chimed in claiming markups anywhere from $5,000 to $15,000.
The Mach-E has a starting price of $43,895 before any tax incentives while the already sold-out First Edition begins at $59,900. Last February, Ford was asked about this very issue and, sadly, acknowledged it'll happen and there's nothing it could do to stop it.
Dealerships are privately owned businesses and they're legally allowed to set any price they want. The free market will supposedly keep prices in check. The MSRP is exactly what it stands for: Manufacturers Suggested Retail Price. The keyword there is "Suggested."
Will markups deter Mach-E buyers? Perhaps a few, but bear in mind this all-electric SUV is not a limited production model. Markups will go away in due time, so it's best to just be patient.