Dealer markups are always ridiculous but they especially get out of hand with limited-allocation cars. For instance, the Audi RS6 Avant, which is in low supply but high demand, is getting marked up to absurd levels on dealer lots around the United States. One particularly egregious example is this Audi dealership in Nevada, which marked up an RS6 $100,000.
The Audi RS6 Avant is already an expensive car, with a sticker price of $109,000 to start. With options, you can easily add $10,000 to that. However, asking $242,000 for the car with a dealer-added “Market Adjustment” of $100,000 contributing to that stratospheric price tag. I do like how on the Monroney sticker, there’s a $633 “Package Discount”. So after having the audacity to add on hundred grand to the price tag, at least the dealer knocked off $633 bucks…
After The Drive first reported the outrageous “Market Adjustment”, the Nevada-based dealership reached out to say that the $100,000 price increase was reduced to just $35,000. Which is still ridiculous but apparently not too ridiculous, as the dealer also thanked The Drive for the publicity, as the car sold shortly after the article.
We’ve seen outrageous price increases like this in the past but this one might be the most egregious. In the dealer’s defense, they knew that the price increase would be haggled down by a customer, and it was. Still, the idea of even asking $242,000 for an Audi RS6 Avant seems downright insulting. You can get a fully-loaded Audi R8 Spyder V10 Performance for that much money. Or a McLaren. Or a Rolls-Royce Ghost.
Admittedly, the Audi RS6 Avant is an incredible car and one that’s extremely rare here in the ‘States. Not only is this new model sold in relatively limited numbers, it’s also the first RS6 Avant to ever be sold in the ‘States. So we can understand intentionally over-paying for a car like that but not by $100,000.
[Source: The Drive]