There’s now a crowdsourced website that tracks car dealer markups

  • It’s a sign of the times we live in: A crowdfunding website called is inviting users to report markups they’ve noticed on specific vehicles at specific dealerships, as first reported by Jalopnik.
  • In addition to the markup list, the site also shows some car dealerships that sell new cars at list price with no markup.
  • Currently the highest the premium is $200,000 for the GMC Hummer EV Edition 1.

    The auto industry has had more than its fair share of problems due to the COVID-19 pandemic, as has anyone looking to buy a new vehicle right now. Factory shutdowns and chip shortages have led to another unfortunate situation, that of dealers overpricing new vehicles. It’s no surprise, then, that there’s already a crowdsourcing website for it. The site,, catalogs the increases to keep buyers informed.

    Here are some of our favorites as of this writing, ranked from least to most marked. However, these are not the highest or lowest markups you can find on right now. We’ve chosen them because, while they’re not necessarily the most sought-after on the market right now, they’re still seeing serious price spikes. It goes without saying that things in sales change quickly, 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, premium $10,000)

    Advertisement of a car dealership for kia sorento

    Kia Sorento from the O’Brien Kia Norwood website.

    O’Brien Kia

    This Sorento is registered to Dan O’Brien Kia Norwood in Massachusetts. The markup is shown directly in the list as “Market Correction”.

    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 markup is listed as “Merchant Markup Added”.

    2022 Volkswagen ID.4 AWD Pro S

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

    Dealership listing for 2022 vw id4

    VW ID.4 from the Ourisman VW website.

    Ourisman Volkswagen

    This ID.4 is for sale at Ourisman Volkswagen of Rockville, Maryland. The markup on this car is listed as “Adjusted trade markup”.

    Used 2022 Ford Maverick Hybrid with 2000 miles

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

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

    2022 Ford F-150 Lightning

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

    stearns ford ads for ford f 150 lightning

    Ford F-150 Lightning on the Stearns Ford website.

    Stearns Ford

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

    To help you recover a bit from the shock of these prices, we should point out that the website also lists some dealerships that waive markups. Santa Cruz Subaru in California is one, and they proudly display this message at the top of their website. Ron Anderson Chevrolet in Florida is another and a dealership official confirmed Car and Driver that they don’t mark up new vehicles.

    Finally, remember that every dealer’s asking price is just that: an ask. You can always offer less.

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