A New Brand of Sticker Shock Hits the Car Market
The article in the WSJ included a reverse story. A dealer in Michigan who sold a Ford Bronco at MSRP ($54K ) to a delighted customer who regaled them with stories of how he was going to ride around a local park with his wife. They were surprised to see it only the next day at a $20K markup accompanied by the same photos the dealership used on their website.With vehicles in short supply, prices are skyrocketing. Last month, 82% of new-car buyers paid more than sticker price.
How the Chip Shortage Is Forcing Auto Makers to Adapt
The number of semiconductors in a modern car, from the ignition to the braking system, can exceed a thousand. As the global chip shortage drags on, car makers from General Motors to Tesla find themselves forced to adjust production and rethink the entire supply chain. Illustration/Video: Sharon Shi
By Mike Colias and Nora Eckert
Updated Feb. 26, 2022 1:21 pm ET
How hard is it to buy a car today? For Kevin Peters, it recently involved a one-way flight and 330-mile road trip to avoid overpaying for a new truck. Mr. Peters initially spent three weeks shopping around San Diego for a new F-150 Lariat pickup, only to encounter extra charges of $5,000 to $8,000 above the suggested retail price. He decided to fly to a dealership in Las Vegas, where he got what is considered a bargain: He paid the sticker price of $73,520.
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Some consumers are swearing they will become loyal Tesla buyers simply because they don't have to work with dealerships any more.