The 2021 Ford Mustang Mach-E is the latest victim of ridiculous dealer markings

The Ford Mustang Mach-E electric crossover will soon be heading to a dealership near you. The automaker’s first modern wager on an all-electric rig has captured the attention of consumers, creating enthusiastic-level demand for a utility family ride with a sports car’s nameplate, and created the perfect storm for dealerships reap the rewards with a little trick called: Additional Dealer Marking (ADM).

Late last year, Ford announced the Mustang Mach-E with a suggested price of $ 43,895. Early buyers would have a chance to commit to buying a special Mach-E first edition, which is peppered with several bits of luxury. The MSRP for the single variant was announced at $ 59,900. Today, however, it appears that people who didn’t preorder their units will have to shell out more cash.

As noted in Mach-E forumsThis is already happening at some Ford dealerships. Some posters report that their local dealership was making between $ 5,000 and $ 15,000 for ADM alone, that’s up to 35 percent above Mach-E’s base MSRP.

Ford dealers are no strangers to marking. The concept has been a long-standing pain point for car enthusiasts and is often something they complained about in various forums. In fact, those three little letters are at least in part responsible for killing a number of perfectly good platforms highly desired by consumers. Do you remember the Focus RS?

The last thing Ford needs is another car with poor sales performance due to branding, especially when that vehicle is the first long-range platform powered exclusively by batteries.

On the other hand, there is usually someone willing to pay ADM at the car launch; Without them, we would not have reverse car loans. And fortunately, there are also some dealers who plan to move Mach-Es without marking them, something the forum is also following.

As the cold effect wears off, dealers generally commit to lower sales to avoid problems with allocation or out-of-date inventory. There always seems to be a tradeoff between how early you want a car and how much you are willing to pay for it.

Maybe Tesla has the right idea about direct consumer sales.

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h / t Electrek