2020 Toyota Supra Is Already Seeing Huge Dealer Markups

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Automotive Editor

Anthony Alaniz is an award-winning journalist living in southeast Michigan. His professional writing career spans nearly a decade, ranging from writing for the local newspaper to Autoweek and Motor1. When he's not writing about cars, he covers the horror film genre at Modernhorrors.com.

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, Automotive Editor - July 15, 2019

Doubling the price seems excessive.

Buying a new car in the U.S. often presents a middle-man, the dealership. It's separate from the automaker, and often, dealerships are free to charge whatever they want even if it's far above the manufacturer's suggested retail price (MSRP). This usually happens on specialty or performance vehicles, and not even the 2020 Toyota Supra is immune to the trend. According to Motor1, Jerry's Toyota in Baltimore, Maryland, was asking $100,000 for the Supra Launch Edition, nearly the double the starting price. However, after Motor1's story went live, the listing for the pricy Supra came down.

And it's not as if the Supra Launch Edition is a far more compelling purchase over your standard Supra. The standard Supra starts at $50,920 including destination, while the Supra Launch Edition requires $56,180. However, both sport the same BMW-sourced 3.0-liter turbocharged inline-six-cylinder engine making 335 horsepower and 365 pound-feet of torque.

Sadly, automakers can't do much to curb the problem. As Toyota's Senior Manager of Product Communications Nancy Hubbell told the publication, dealerships are independent business owners. This leaves the negotiations for the final transaction price of a new in the hands of the dealership and customer.

2020 Toyota Supra

Also, this isn't the first time a dealership has asked for an excessive amount of money over a car's MSRP. One Ford dealer in 2015 slapped a $20,000 price premium on the then-new 2016 Mustang Shelby GT350. Just last month several outlets caught dealerships across the country adding up to $20,000 to the sticker price of the new Jeep Wrangler.

While dealership markups are frustrating, eager customers aren't stuck. For one, shop around before buying. Not every dealership engages in such egregious actions. Or, customers could wait. Often, once initial excitement for a new model dwindles, dealerships markups disappear, and it's much easier to buy the vehicle at MSRP.

Learn more about the Supra »

, Automotive Editor

Anthony Alaniz is an award-winning journalist living in southeast Michigan. His professional writing career spans nearly a decade, ranging from writing for the local newspaper to Autoweek and Motor1. When he's not writing about cars, he covers the horror film genre at Modernhorrors.com.

Follow On: Twitter

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