Subaru tells dealers to cut it with markups after customer complaints

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The car market is in huge demand due to a number of factors, including global chip shortage. As a result, automakers cannot build cars fast enough. In response to this shortage of vehicles, many dealers across the country have introduced markups on their products. Today, the CEO of Subaru of America sent a big letter to all dealers condemning this practice.

This is a letter received from Jalopnik, explains in detail how important it is for Subaru that markups are not included in dealer prices. In it, Thomas J. Dole, president and CEO of Subaru of America, reminded dealers that as a brand Subaru doesn’t want to be anything like a “typical car dealer”.

He goes on to say: “Taking advantage of the current imbalance between supply and demand in the market, a ‘car dealer’ would do… this is NOT something that a Subaru Retailer would consider doing.”

Read also: Hyundai and Genesis have become the latest brands to warn dealers about markups

It’s about as clear as it can be. Doll doesn’t say retailers shouldn’t practice dealer margins – he says you don’t even have to think. It seems that the letter is a product of what Dole says is “increasing the number of customer emails and emails that greedily complain about selling our cars at prices above MSRP. Please see the sample client letter on the next page. ”

According to the same report, this letter was fairly accurate: “I am writing to you as a very satisfied Subaru owner with almost 20 years of experience, but I have concerns as I plan to purchase my next Forester. A “low surcharge” of $ 4,000-6,000 is an unattainable new car for me. I understand supply chain problems and problems with parts, but this is a very worrying situation. Are you planning to abolish this tax soon? I certainly hope you change this so I can look forward to my (3rd) new Forester again. ”

Subaru is not the only one who deals with similar markup issues. Ford, General Motors, Hyundai and Kia have it all sent similar messages in one form or another to your dealer. In his letter, Doll very clearly relies on the principles of the Subaru brand as the main argument, but does not specify what penalties may be imposed on dealers who do not stop this practice.

Photo by Subaru of America via Jalopnik

Subaru tells dealers to cut it with markups after customer complaints

Source link Subaru tells dealers to cut it with markups after customer complaints