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FORD BRONCO, JEEP WRANGLER CONTINUE TO SEE HUGE MARKUPS

Wrangler, Bronco and Maverick Are All On The Latest List Of Most Overpriced Vehicles

2023 Jeep Wrangler Rubicon

The supply chain crisis continues to choke automotive manufacturing. At the same time heightened demand for cool products has left customers finding a new car at MSRP feeling like nothing short of a treasure hunt. It has become commonplace for dealers to markup their new vehicles, in some cases at an astronomical rate. New data has revealed that both the Ford Bronco and Jeep JL Wrangler are among vehicles with the highest percentage of markup over sticker, as well as the very scarce Ford Maverick small truck.

 

The average dealer markup we’re used to seeing according to data from iSeeCars is currently about 10%. In other words, almost everything is for sale above sticker. But to even score on the list, vehicles are being sold at 18% percent over sticker, nearly twice the average. One reason for this, according to the analysis, is that those looking for a new car are simply willing to pay so much because inventory is so scarce.

2022 2023 Ford Bronco Everglades First Drive Drummond Island
Image copyright Steven Pham, Muscle Cars & Trucks.

 

Of the most overpriced vehicles, the Jeep Wrangler holds the top spot, being sold 24.4% over MSRP on average. The Jeep Wrangler Unlimited and Jeep Gladiator pickup truck hold the number six and 13th spot, respectively. The popularity of the Ford Bronco has seemingly caused it to make a name for itself on this list as well, recording a top five ranking sitting at just over 20% markup.

Surprisingly, the Ford Maverick makes the list after only being available since 2022. Brauer attributes its spot on the list to its practicality and gas saving ability in a world with soaring gas prices across the country. One not so surprising vehicle on the list is the C8 Corvette, which continues to see demand exceed supply for three years now. You can find the full list from iSeeCars below.

New Cars Priced the Highest Over MSRP – iSeeCars
RankVehicle% Above MSRP$ Above MSRP
1Jeep Wrangler24.4%$8,433
2Porsche Macan23.1%$14,221
3Genesis GV7022.4%$10,278
4Lexus RX 450h21.9%$10,847
5Ford Bronco21.6%$8,697
6Jeep Wrangler Unlimited20.0%$8,877
7Cadillac CT519.9%$8,335
8Porsche Cayenne19.6%$16,750
9Chevrolet Corvette19.5%$14,697
10Mercedes-Benz GLB19.0%$7,650
11MINI Hardtop 2 Door18.8%$5,426
12Lexus RX 350L18.8%$9,423
13Jeep Gladiator18.5%$8,478
14Ford Maverick18.4%$4,614
15Genesis GV8018.0%$10,124
2023 Ford Maverick Tremor Off-Road Pickup Truck
Image via Ford

Written by Cody U.

Cody is a Tennessee-based media professional that doubles as a producer for a radio station in Knoxville. He's fascinated by the breadth of the automotive industry.

2 Comments

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  1. The company with the notoriously high demand vs. supply ratio is nowhere on this list.
    Tesla!
    The Best Dealer Network is No Dealer Network.

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