Report: Dealers Gouging 2021 Mustang Mach-E $10,000 Over Sticker
Perusing Auto Trader yields some interesting vehicles for sale. Some, like the 2020 Corvette are seeing prices over $100,000. That is to be expected for the first year of the mid-engine Corvette, which was limited production for a variety of reasons. But the 2021 Mustang Mach-E? We guess there are some who will pay a $10,000 premium to be the first on the block with one? Regardless, Mustang Mach-E price gouging is a real thing
Prices for Mustang Mach-Es are being gouged around $70,000
Prices for Mustang Mach-Es are hovering around $70,000. This is mostly for the Mustang Mach-E First Edition. Like the 2020 Corvette, it is limited production which sold out online last year. For Premium models, we’re seeing some listed with the legit MSRP while others are $10,000 over. This is in the Southern California area.
The MSRP for a First Edition Mach-E was $61,000. About every other Premium Mach-E we see is listed for around that price which is $8,000-10,000 over sticker. Auto Trader doesn’t allow for First Edition searches so we have no way of knowing how much those are being gouged. But it does show the dealer’s asking price while also showing the MSRP. That way it is spelled out for you. For our area, there are plenty of Mach-Es listed at MSRP-you don’t have to pay a marked-up price if you look around.
If you’re going to be gouged $70,000 at least get the First Edition Mach-E
The next model down from the First Edition is the Premium trim. It starts at $47,000 and jumps to $57,000 loaded. We’re hearing some Mach-Es are listed that don’t have red brake calipers which indicate these are not First Edition Mach-E Mustangs but instead are Premium trims. But they’re marked up to around $70,000 which infers they are First Edition Mach-Es. If you’re going to step up to $70,000 at least get the First Edition.
The folks at MuscleCarsandTrucks found a Premium Mach-E listed in Maryland with a $15,000 markup. For that trim and options, it should retail for $55,800. Of course, if you’re a dealer you might as well gouge as far as you dare. Obviously, this dealer has no problem with posting a Premium Mach-E listed at the same price as other dealer’s marked-up First Editions. So, not all Mustang Mach-E gouging is the same.
We’ll be curious how far dealers will go gouging Ford Broncos
We’ll be curious how far dealers will go with the upcoming Ford Bronco. Gouging should be through the roof since the anticipation for that model has been much higher than for Mach-E. And it is being debuted in the same manner where there is a First Edition of the Bronco that is limited production.
A base 2021 Bronco is still listed at under $30,000. We wouldn’t be surprised to see dealers gouge the price to close to $100,000. We’ll have to wait and see exactly how brazen Ford dealers will be with their pricing. But that’s the car biz and that’s how it has always been. From Honda Accords to Mustang 500, when there is more demand than supply the dealers have a field day.