Sky high? Saturn dealers gouging buyers of new roadster
Saturn dealers, famed for their 'no hassle, no haggle' pricing and ‘shiny, happy people’ image is under fire. For what may be the first time ever, the General Motors brand has a product in such demand that they are charging market premiums in addition to MSRP. The long-anticipated 2007 Sky roadster is just now arriving at dealerships to pent-up demand and early deposits, and dealers are taking advantage of the Sky's compelling package with markups.
According to an Orange County Register piece, some West Coast dealers are gouging consumers to the tune of $3,000 over the Sky’s $23,690 MSRP, angering many would-be buyers. For its part, Saturn’s general manager, Jill Lajdziak has responded by saying: “Retailers are free to set their own prices, but we highly encourage our retailers not to sell above the MSRP.” If that response is anything to go by, GM won’t be taking to task dealers over the issue.
The Sky joins its Pontiac Solstice twin, along with the Toyota Prius, and MINI Cooper as recent victims of dealer price gouging.
[Source: OC Register]
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