- Volkswagen sellers are marking up the ID Buzz as excessive as $20,000 over sticker value
- The model’s former Americas CEO beforehand burdened that sellers “can not have markups”
- This is not an important search for VW’s most necessary halo product in many years
I am shocked. Shocked, I inform you. Shocked to study that sellers are ignoring Volkswagen’s now-former CEO’s strongly-worded warning for dealerships not so as to add further vendor markup the already costly ID Buzz.
Okay, properly, possibly not that shocked. Nevertheless it’s occurring—dealerships are doubling down on Volkswagen’s egregiously-priced electrical individuals hauler by including markups as excessive as $15,000, successfully locking out customers who had been already stretched skinny on their price range following the German automaker’s surprisingly excessive value announcement earlier this yr.
Picture by: Volkswagen
Latest information popped up when a Redditor reached out to Herman Cook dinner Volkswagen in Encinitas, California. The salesperson reportedly instructed the potential buyer to count on a markup of between $10,000 and $20,000 on the ID Buzz—when the person iterated VW company’s directions not to markup the Buzz, the salesperson thanked the would-be buyer for his or her time and ended the dialog. InsideEVs reached out to the dealership and was instructed that the vendor had not but selected a markup however it might possible be between $10,000 and $15,000.
Because it seems, that appears to be the norm.
One other Redditor posted a screenshot of an electronic mail reportedly with Citadel Volkswagen of Downers Grove, Illinois. The salesperson mentioned that “as a result of demand,” the dealership can be asking “round $10k over MSRP.” The dealership confirmed to InsideEVs that it might “comply with the market” and search between $5,000 and $10,000 over sticker.
“Worth [gouging] at its greatest,” wrote the Redditor. “This dealership shouldn’t be allowed to function.”
One other two posters cited further dealership experiences within the $10,000 ADM vary. And one other in Oakland, California citing a $15,000 markup simply to have the chance “to be one of many first individuals with a Buzz.” One other with a further $8,000 on high—which put the automobile inside simply $3,000 of a Porsche Macan. After all, some had been extra affordable, with a markup of simply round $4,000, however that is nonetheless a far cry from the markup-free expertise that the general public assumed it might have with the launch of the Buzz.
A Swing (And Miss) At Nostalgia
Picture by: Volkswagen
The ID Buzz one of the vital thrilling Volkswagens in years. A halo product meant to invoke BMW ranges of emotion in homeowners—a feel-good household cell with a nod to the 70s that tugged on the heartstrings of nearly anyone who ever fantasized about proudly owning a contemporary VW bus. I imply, people had been truly excited about proudly owning one in every of this stuff which speaks volumes for vee-dub in fashionable occasions.
Then got here the official debut with full specs and a price ticket. Let’s simply say that reception was less-than-stellar. In reality, it may not be far off as to say that Volkswagen shot itself within the foot with the launch, as a result of the web was straight-up pissed.
First was the value. Would-be consumers anticipated the Buzz to be priced someplace round different minivans—you already know, within the $40,000-ish vary. However, in fact, it is a BEV we’re speaking about, so value parity is not going to occur. However have a look at the Kia EV9—Kia managed to throw sufficient incentives on the household SUV to get it into the mid-$40,000s, so absolutely VW would do one thing related?
Nope. The bottom-trimmed single motor Buzz begins at $59,995 earlier than the $1,550 vacation spot charges, all the way in which as much as $69,995 for its Buzz Professional S with twin motors, an iconic dual-tone paint job, and a myriad of tech-first options. That pricing put the ID Buzz out of attain of many would-be consumers, and its abysmal 231 miles of vary was sufficient to shock many others.
A Downside Volkswagen Cannot Afford
Picture by: Volkswagen
Here is the issue: these aren’t simply grumpy prospects taking out inflation-induced infuriation on VW—it is a headache that Volkswagen cannot afford proper now.
VW is hurting huge time. Its CFO articulated that the model has “possibly two” years to get it collectively or else succumb to the mounting strain that’s international EV manufacturers who can do issues cheaper and extra targeted. Its ID household of automobiles has been underperforming expectations and feeling the squeeze from Tesla, Ford, Hyundai, and others. The ID Buzz was alleged to inject some new life into VW’s lineup and excite consumers. Perhaps even give them a cause to check out different ID vehicles.
Earlier than it even introduced the value, Volkswagen knew it could not afford markups on the Buzz. That alone ought to have been a key indicator that the automaker anticipated a excessive value on the mannequin.
“We can not make a mistake [with the ID Buzz]. With respect to the shopper, let’s talk about it. We have now an excellent relationship with the [dealer] community,” mentioned former CEO of VW North America, Pablo Di Si, who was not too long ago ousted from his place after simply two years. “We can not have markups.”
So right here we’re, in EV purgatory with the ID Buzz. It’s too costly for what it affords, too beloved to be ignored, and more and more susceptible to vendor markups. If Volkswagen does nothing, it might kiss new gross sales of its flagship product goodbye. And if it tries to punish sellers, then it wants to make use of its tooth as an alternative of simply empty phrases.
