Are Ford Dealers Gouging 2017 Ford Raptor Buyers with High Markups? TFLtruck Investigates

2017 ford raptor off-road review
2017 Ford Raptor

How popular is the all-new 2017 Ford Raptor? Price markup is one clear sign ? TFLtruck has received many comments, complaints, and questions about Ford dealership markups on the Raptor pickup truck. Are the dealerships gouging new Raptor buyers? Here is what we found out.

Currently, it’s nearly impossible to find a dealer who will sell a 2017 Raptor at the Manufacturer Suggested Retail Price (MSRP, aka. sticker price). We called several Ford dealerships in the Denver/Boulder Colorado area and got quotes on markups between $3,500 and $15,000 over the MSRP. The average markup was around $5,000.

TFLtruck viewer, Andre Lewandowski, is looking to purchase a brand-new Raptor and expressed concern about the markup “sticker shock”. Here is what Andre has to say:

These Raptor markups are killing business. I’m currently in the market along with two of my other buddies, and it’s like pulling teeth trying to get one at sticker.

Some dealerships are adding aftermarket parts: wheels, tires, lift kits, off-road lights, and more to the brand-new Raptors and raising the price $20,000 – $25,000 over MSRP. This means that you could be looking at a final Raptor price approaching $100,000.

2017 Ford Raptor

Can Ford do anything about this? Each dealership is an independent business/franchise. Each dealership makes their own decisions on how to price and incentivize the vehicles their are selling and servicing. Out of the four dealerships we called in Colorado, only one dealer had one Raptor in stock. It was not available for immediate test drive, as it was displayed in the middle of the showroom floor. All other 2017 Raptors were either customer orders or sold within one or two days of arrival. The demand for the 2017 Raptors is very high, and the dealers are adjusting the prices.

Ford has released the following statement related to this question:

While Ford sets the MSRP for its vehicles, Ford dealers determine final vehicle pricing based on a number of factors, including vehicle demand.

MSRP is a manufacturer “suggested” retail price. Dealerships can choose to lower or raise the prices of vehicles depending on market conditions and vehicle popularity.

The only control that Ford has is the Raptor vehicle allocation to each dealer. If the trucks are sitting on the lot for too long because the high markups, then the dealership in question may not get as many Ford Raptors allocated to it in the future.

What do you think? Are dealerships gouging customers with the 2017 Ford Raptor or is this the free market at work?

Andre Smirnov
Andre Smirnov is an Automotive Enthusiast, Producer, Reviewer, Videographer, Writer, Software Engineer, Husband, Father, and Friend.