Now there’s a crowdsourced site that tracks car dealer markups

Now there’s a crowdsourced site that tracks car dealer markups

  • It’s a sign of the times we live in: As first reported by Jalopnik, crowdfunding website invites users to report specific vehicles spotted at certain dealerships.
  • In addition to listing markups, the site also shows some dealerships selling new cars at retail price without markups.
  • Currently the highest The GMC Hummer EV Edition 1 carries a $200,000 markup.

    The auto industry has had more problems due to the COVID-19 pandemic, and so has anyone looking to buy a new vehicle now. Factory shutdowns and chip shortages have created another unpleasant situation – dealers are making new vehicles more expensive. So it’s no surprise that there’s now a website dedicated to it. provides catalogs of premiums to keep buyers informed.

    Here are some of our favorites at the time of this writing, from smallest to largest. However, this is not the highest or lowest markup you can currently find on We’ve chosen them because, while they’re not necessarily the most sought-after on the market right now, they’re still seeing some serious price spikes. It goes without saying that things change quickly in sales, so they don’t reflect what you might find on the website tomorrow or next month.

    2022 Kia Sorento SX

    Asking price $51,965 (MSRP $41,965, markup $10,000)

    List of Kia sorento car dealers

    Kia Sorento from O’Brien’s Kia Norwood website.

    O’Brien Kia

    This Sorento is listed by Dan O’Brien Kia in Norwood, Massachusetts. The mark appears directly in the list as “Market Adjustment”.

    in 2022 Toyota Sienna XLE AWD

    Asking Price $63,060 (MSRP $43,065, MSRP $19,995)

    This Sienna is for sale at Roseville Toyota in California. The tag appears in the list as “Merchant added tag”.

    in 2022 Volkswagen ID.4 AWD Pro S

    Asking price $72,580 (MSRP $52,585, MSRP $19,995)

    list of car dealers in 2022  vw id4

    VW ID.4 from the Ourisman VW website.

    Ourisman Volkswagen

    This ID.4 is for sale by Ourisman Volkswagen of Rockville, Maryland. This car’s marking is listed as “Adjusted Dealer Marking”.

    Used 2022 Ford Maverick Hybrid with 2000 miles

    Asking price $47,987 (MSRP $27,295, MSRP $20,692)

    This Maverick (pictured above) is available from Newberg Ford in Oregon.

    in 2022 Ford F-150 Lightning

    Asking price $142,895 (MSRP $69,554, MSRP $73,341)

    stearns ford list ford f 150 lightning

    Ford F-150 Lightning Stearns Ford website.

    Stearns Ford

    This Ford electric pickup truck is sold by Stearns Ford in North Carolina.

    To help you recover a little from the shock of these prices, we should note that the site also lists some dealerships that are waiving markups. Santa Cruz Subaru in California has one, and they proudly display this message at the top of their website. Ron Anderson Chevrolet in Florida has another one, and the dealership confirmed it Car and driver that they do not mark up any new vehicles.

    Finally, remember that any seller’s asking price is just that: ask. You can always offer less.

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