Ford saw people paying crazy markups for Mavericks… now they want that extra $10K for themselves

Nothing about these trucks is really new except for the AWD hybrid with the 4K tow package.

The Lobo? Just a Lariat with a bunch of plastic and minor suspension tweaks. Does that really make it worth $40K?

Well yeah, they saw what people were willing to pay. If you ran a business and saw people flipping your product for 30-50% more, wouldn’t you want a piece of that too?

Joss said:
Well yeah, they saw what people were willing to pay. If you ran a business and saw people flipping your product for 30-50% more, wouldn’t you want a piece of that too?

Calling dealerships scalpers is actually pretty accurate in this case.

@Ciel
Yeah, it’s insane what they’re getting away with. In Canada, at least, they can’t legally mark up above MSRP. But that just means MSRP is getting bumped up to match what people in the U.S. were already paying in markups.

@Joss
Not totally true. Dealers in Canada still charge ridiculous fees for ‘extras’ to jack up the price. The only way this stops is if people refuse to pay, but there’s always someone with deep pockets who will.

@Ben
It’s still not the same, though. We don’t have Mavericks selling for $15K over MSRP here. Consumer protection laws keep that from happening.

Joss said:
@Ben
It’s still not the same, though. We don’t have Mavericks selling for $15K over MSRP here. Consumer protection laws keep that from happening.

Just saw a Buick with a ‘special finance rate’ upcharge. Absolute joke.

@Thorne
Unreal. These dealers have no shame.

Joss said:
@Thorne
Unreal. These dealers have no shame.

I’m seeing 2023 to 2024 MSRP jumps of $10K+. It’s getting ridiculous.

Joss said:
@Ben
It’s still not the same, though. We don’t have Mavericks selling for $15K over MSRP here. Consumer protection laws keep that from happening.

Honestly, this whole thing is just dealers taking advantage of the hype. If people keep buying, they’ll keep charging more.

@Ciel
My dealer forced a $4K markup on my 2022 Maverick because it was the first model year, in the middle of the pandemic, chip shortages, etc. I was pissed, but I had just totaled my last car and needed something ASAP.

@Tan
Same. Paid $2,500 over sticker in early 2022 because I was desperate. My previous car died, and every used car was priced outrageously. I don’t love that I paid extra, but I needed a vehicle, and honestly, I’m happy with the truck.

@Tan
Yeah, people who say they ‘would never pay over MSRP’ probably already have a car and don’t need one urgently.

Joss said:
Well yeah, they saw what people were willing to pay. If you ran a business and saw people flipping your product for 30-50% more, wouldn’t you want a piece of that too?

Same thing happens with concert tickets. Promoters saw what resellers were charging and decided to just match those prices themselves.

@Ozzy
Yeah, but Ticketmaster is even worse. They control the whole system—mark up tickets, add fees, and punish artists who try to sell tickets elsewhere. At least with cars, you have other brands to choose from.

@Lyle
Fair point. I was just saying it’s a similar situation where demand drives up prices artificially.

Joss said:
@Lyle
Fair point. I was just saying it’s a similar situation where demand drives up prices artificially.

Yeah, I get it. The frustrating part is that people were willing to pay $10K over MSRP, which signaled to Ford that they could just raise the price. It’s not really Ford’s fault—it’s the market.

@Lyle
Dealerships have reached peak greed. My 2008 Ram cost me $36K fully loaded. The same truck today? $98K. That’s almost triple in 15 years. Nothing justifies that.

@Lyle
Yep. And people paying those markups just made it worse for everyone.

@Ozzy
If you don’t understand why Ticketmaster is the worst, here’s a deep dive: