Now There’s a Crowdsourced Website That Tracks Car-Dealer Markups

2022 ford maverick hybrid for sale at newberg ford

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

    The auto industry has had more than its share of trouble because of the COVID-19 pandemic, and so has anyone who wants to buy a new vehicle right now. Factory shutdowns and chip shortages have led to another unpleasant situation, that of dealers marking up prices on new vehicles. It’s not surprising, then, that there is now a crowdsourced website for that. The site,, catalogs the upcharges to keep the buying populace informed.

    Here are some of our favorites as of this writing, in order from smallest to biggest markup. However, these are not the highest or lowest markups you can find on right now. We chose them because, although they aren’t necessarily the most sought-after in the market right now, they’re still seeing serious price bumps. It goes without saying that things change quickly in sales, 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, Markup $10,000)

    Kia Sorento from O’Brien Kia Norwood’s website.

    This Sorento is listed at Dan O’Brien Kia Norwood in Massachusetts. The markup is shown directly on the listing as a “Market Adjustment.”

    2022 Toyota Sienna XLE AWD

    Asking Price $63,060 (MSRP $43,065, Markup $19,995)

    This Sienna is for sale at Roseville Toyota in California. The markup is shown on the listing as “Dealer Added Mark Up.”

    2022 Volkswagen ID.4 AWD Pro S

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

    VW ID.4 from Ourisman VW’s website.

    This ID.4 is for sale at Ourisman Volkswagen of Rockville in Maryland. The markup on this car is shown on the listing as “Adjusted Dealer Markup.”

    Used 2022 Ford Maverick Hybrid with 2000 miles

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

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

    2022 Ford F-150 Lightning

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

    Ford F-150 Lightning on the Stearns Ford website.

    This Ford electric pickup is being 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 are forgoing markups. Santa Cruz Subaru in California is one, and they proudly display that message at the top of their website. Ron Anderson Chevrolet in Florida is another, and a dealership employee confirmed to Car and Driver that they are not putting markups on any new vehicles.

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


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