The word that matters most in “Manufacturer’s Suggested Retail Price” is suggested: a price can be slapped on the window at the factory, but there’s no means of enforcement, and should a dealer figure that such-and-such a new model is going to sell like donuts at Dunkin’, there’s nothing to stop him from adding an additional sticker proclaiming Additional Dealer Markup.
The new Chevrolet Corvette C8 is just such a unicornmobile, but the buyers are thinking ahead:
A coalition of ‘Vette lovers assembled on the Corvette Forum to establish a list of storefronts that are actually willing to sell the C8 Stingray at MSRP. Originating at the start of August, the thread has been routinely updated by posters eager to notify other readers about the status of locations for the whole month. Some dealers have even used the forum to notify shoppers that they will be selling the 2020 Corvette sans markups and would be happy to have more business.
That said, this isn’t quite a cure-all:
The list also includes dealerships that are not selling the C8 at MSRP as a warning. Posters were citing markups anywhere from $5,000 to over $30,000.
Advantage: some, but clearly not all, Corvette buyers.