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Toyota dealership charges $ 100,000 for Supra Launch edition because capitalism



Customers are eager to get their hands on the new Toyota Supra – and for a good reason. It's a fantastic road car, and tons of fun on the track (as we have discovered first-hand). But with the highly anticipated Supra finally making its way to US dealerships, some are taking advantage of this hype.

Jerry's Toyota in Baltimore, Maryland is asking for $ 100,000 for a Supra Launch Edition. That's right, $ 100,000. Certainly, Toyota limits the launch edition to only 1,500 copies worldwide and offers unique finishing elements such as red mirror caps. l & # 39; plant. We contacted Jerry's general manager, Toyota, but we did not hear from him.

The problem is, Toyota can do very little to deter such large dealer margins. Sending to Nancy Hubbell, senior director of product communications at Toyota, she said the dealership was fixing the final price of the deal. The only thing that Toyota can do is to monitor these selling prices and "consult the dealers if necessary".

"We recognize that the return of Supra is generating a lot of excitement and that customers are eager to be among the first to own the new model," notes Hubbell in a statement. "Toyota has set a manufacturer's suggested retail price (MSRP) which is, it seems, a manufacturer's suggested retail price."

"Since our dealers are independent contractors, the final price of the transaction will be the result of interactions between the customer and the dealer.Our sales group has consulted our regional offices to ask them to know the transaction prices. and to consult the dealers if necessary. "

But margins like this are not uncommon. Dodge tried to dissuade dealers to overload the Demon Challenger when it is new, and instead, dealers have auctioned the right to buy a Demon allowance rather than setting that price on a muscle car at $ 86,000. The Jeep Gladiator also currently sees margins of up to $ 20,000 in some cases. And as in the case of Toyota, Dodge and Jeep can really do nothing to prevent these private dealers from doing business as they please.

The solution? Shop or just wait. Not all dealers will charge exorbitant prices for the Supra Launch Edition. And while the standard Supra is not as "exclusive", it only costs $ 49,990 and offers the same 6-liter turbocharged six-cylinder producing 335 horsepower (250 kW) as the Launch Edition, as well as many more models. same options.

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