“Adjusted MSRP.” Wait, what? !
The Ford Mustang Mach E is highly sought-after right now, according to all numbers. The automaker claimed that it had received approximately 50,000 reservations last year and production and delivery are now underway. Ford delivered more than 3,700 vehicles in the United States last February. This means that prices rise when there is more demand than supply.
Here’s how it works. Our InsideEVs colleagues reported in June that some Ford dealers add up to $15,000 on top of the electric crossover’s MSRP. Although the markups can vary depending on where you are located, most dealers will charge at least $5,000. Some dealers prefer to be fair while others want to profit from the Mustang Mach-E’s high demand.
This is what an Illinois Ford seller wanted to do when listing a Mustang Mach E 1st Edition Premium manufactured in October 2020 for $69,000. There was a $10,000 markup. John Voelcker noticed the price, which was one of the “top 10 automobile influencers on Twitter,” according GlobalData Automotive. The price sticker was posted to Twitter by John Voelcker, one of the “top 10 automotive influencers on Twitter”, and it triggered a discussion on the social network and the Mach_E Forum.
Voelcker tweeted Mark Levine, Ford North America Product Communications Manager, to respond. He stated that the markup had been removed from the Mach-E. However, dealers are independent entities and can create their own rules and strategies. Dealers aren’t required to follow every order of the company. They can make their own decisions.
We’re glad that a legacy automaker reached out to its dealer to get rid of a high-priced markup on a product they love. It accomplished it in a matter of minutes and we now know that it is possible. This is the example.