Hyundai And Genesis Warn Dealerships About Market Adjustment Markups

Each day, you guys send in emails calling out markup — I’m sorry, “market adjustments” — big and small on virtually every manner of new vehicle. From the Honda Civic to the Ford Bronco and (as you’d most expect) exotics like a $1.1 million Ferrari SF90, customers are still facing egregious asking prices at every corner of the market. That last one’s particularly painful, as the Ferrari’s Manufacturer Suggested Retail Price (MSRP) is $738,949 before the dealer’s $451,051 “adjustment”.

Some Hyundai and Genesis dealers too, are pushing their transaction prices northward, though obviously not as badly as the SF90 Stradale. Still, Hyundai Motor Group is following in Ford and GM’s footsteps in telling their dealers to stop the aggressive practices or face the consequences. Specifically, Automotive News obtained a letter the automaker sent out to dealers noting these markups set “way above” sticker price damage brand image, and warned of reduced allocations, advertising support and incentives if those practices continued.