Subaru BRZ Price Gouging; Some Dealers Charging $5,000 Mark Up

2013-subaru-brz Supply and demand dictate price, if you don’t like it go buy a Civic. Maybe that’s a little harsh, but it’s true and one Subaru dealership is making that abundantly clear.

It said in an email that there would be a non-negotiable $5,000 markup on all of the 20 BRZs that would be delivered to its lot. The email also said several of the cars were already spoken for.

That might seem hard to swallow, especially considering the new Subie coupe only has 200 horsepower, but given the critical acclaim both it and the Scion FR-S counterpart have already received you might have quite a car on your hands. That could be true for more than one reason too.

First, there won’t be many of them on the street, so you’re bound to be turning heads. Second, limited production vehicles in high demand can (sometimes) be sold for more than what you paid. Think of it this way: if only 20 units are coming to your area dealership, but there are millions of people living around you, there will probably be a few eager beavers willing to suffer a slightly larger loss than you did.

Then again, the markup means you’re spending $31,265, almost $1,000 more than a 2013 Mustang GT which makes more than twice the horsepower. It’s also definitely a head-turner. Gas is going to be more expensive, but you also won’t need to jump through any hoops to get one from Ford.

This isn’t the first time we’ve seen a dealership marking its cars up in the same situation. A Toyota dealer in Florida slapped a $7,000 “value adjustment” on all the Prius Cs it sold. Given that, maybe a $5,000 premium isn’t so bad.

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