Why car dealer talking about very high sticker prices than MSRP?

Question

Is Lincoln Navigator so hot? one of the Best selling cars?

I try to buy a new one. some dealers won't give me discounts or as little as $500 over MSRP. MSRP is $58455!!!
not $3000 or $4000?
Do you think this dealer guy tries to rip me off? Am I a dumb cash machine? I love you man!! I will give you what you want!!

2007 Lincoln Navigator 4X4 L!!!!

I like to buy 2007 Lincoln Navigator 4X4 L with options.

I caculated MSRP at Lincoln home page; $58,455.00

I will pay $53,000.00 cash!! for the car. or maybe $54,450.00

I do not know how much I should spend for it.

I do not give a **** about Market Ajustment or any dealer costs. Is it legal? If it is legal, then what the "F" MSRP stands for? I am sorry using F word. I was kind of upset.

I mean truly Lincoln Navigator is so hot in the market, Ford is doing great in business? I thought Ford is having a hard time to sell cars. a lot of cash backs from Ford to dealers, no?

thank you for your kindness

Answer 1

MSRP means "Manufacturers SUGGESTED Retail Price"

Dealers can sell for ANY $ amount. Above or BELOW.
Do you complain when you get a discount & are able to negotiate BELOW the MSRP ?

Consumers can buy any one of about 1000 or more vehicles on the market. If they choose to buy a vehicle that is in limited quantity & high demand, then that is their choice.

Profit is not a bad word in the auto industry or ANY OTHER INDUSTRY for that matter. Did you try to by a "Tickle Me Elmo" this year? Or any new electronics?
When you buy a tube of toothpaste (for example) at one store & then find it's being sold at another store cheaper (store #1 more profit than store #2), are you angry at the manufacturer of the toothpaste?
Every business in the world is based on profit.
What do you do for a living?
Do you do what you do for profit? Would you still do it if it wasn't profitable?

Ford is NOT having a hard time selling cars.
(The Navigator is a very popular vehicle, as are MANY other FoMoCo products)
They are restructuring the company to align with supply & demand. The losses that the company is posting are NOT due to lack of sales. They are offering to 'buy out' peoples jobs, which ia admirable. They could've just fired employees & paid out a lot less in unemployment compensation.
The American Auto companies have "legacy" costs (pensions, health care benefits, etc, to retired employees) to endure that many of the other manufacturers ( non-union) do not pay out.

Answer 2

The '07 Navigator is extremely hot right now so dealers are getting much more then the MSRP. Wait a few months and you'll have an easier time negotiating because the popularity will probably go down.

Answer 3

The Navigator is pretty hot, right now. Dealers are able to get more than Manufacturers Suggested Retail Price, because the public is willing to pay the price. America is a country, where having a high end auto, makes the owner feel confident, and the envy of some. I would locate a dealer that is in a rural area of your state, within driving distance of your home. You will find better prices in the outlying areas, or small town dealerships. They have less competition, so they make their sales, through their local communities, offering lower prices.

Answer 4

You want the navigator because it's hot, you are not alone, and ford can't produce enough to make all of you happy.

It's pretty much like an auction at this point.

Don't get discouraged, this happens all the time. The next few cars well over MSRP will be:
Dodge Challenger
Chevy Camaro
RS8
M3

Remember the Ford GT. It was getting 100k over MSRP at one point.