Only in America could you get away with this. At Peace Arch Toyota all of our vehicles are priced at manufacturers suggested retail price. And we don't charge a documentation fee on new vehicle purchases.
But in America.....
Charge as much as you can, when you can — that seems to be the mentality at Al Hendrickson Toyota of Coconut Creek, Fla. where the sought-after Toyota Prius C is marked up by a whopping $7,000.
A Twitter user posted a picture showing the dealership’s “Market Value Adjustment” which brings the car, which carries a $19,900 base price, to a grand total of $27,834. That’s enough to buy the mid-range Prius hackback, but it doesn’t seem to matter because the Prius C is a hot-selling car.
Much to Toyota’s delight, it sol 1200 units in the first 3 days of availability in the U.S., and demand continues to exceed supply. So much so that the automaker is taking steps to ramp up production by shifting resources and dedicating more space in its Kanto factory for the small Prius.
Despite that, dealerships like Al Hendrickson can try to scoop as many ladles of greed gravy as possible until the company manages to address the issue. It’s not uncommon for dealerships to mark high-demand cars up to recoup losses, but this case seems excessive.
We called the dealership looking for an explanation, but they refused to comment on the topic.
By: Luke Vandezande
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