Price gouging, particularly on a car that's as eagerly awaited as the Corvette Stingray shouldn't be a huge shock, but that makes it no less of a disturbing trend. No wonder some folks want to do away with dealers all together. As AN points out, the markups can mean a load of cash coming into dealers, but in the case of one California dealership that quoted the owner of a Volt (which was a victim of price gouging itself) at $10,000 above the Stingray's sticker price, it can also alienate previous customers that are anxious to add a C7 to their stable, leading to a permanent loss of business.
Not all dealers are bad guys, though. AN goes on to quote, via email, the Corvette sales manager at a leading Columbus, OH Chevy dealer, saying, "Guys who go above sticker - that's a one-shot deal. These are customers who you're going to see again, and they'll remember that. I'm looking at the bigger picture." Hear, hear.
Still, a lot of dealers don't see it that way. Automotive News spoke to an anonymous dealer in the western US (yes, they're so anonymous we don't even have a state) that is planning on gouging based on reports from mystery shoppers that have seen prices range from $10,000 to $20,000 above the Corvette's $51,995 MSRP.