A few months ago, we reported about Honda dealers applying insane price mark-ups, or, as they like to call them, “market adjustments,” to the cost of the limited-run 2018 Civic Type R. In a shocking revelation, it turns out that car dealerships seem to enjoy the act of getting “money” (which they can later exchange for goods and/or services) and as a result are still inflating the price of Type Rs to an insane degree. Like this example we were sent today.
This particular Type R, sent in by a reader named Adam, is from Inver Grove Honda, in Inver Grove, Minnesota. This particular Type R has been upgraded with $183 floor mats, a trunk tray that costs $150, some blue LEDs and other crap, and, yes, an “Additional Dealer Markup” of $15,000.
That markup is only $1200 less than the base price of a brand-new Honda Fit.
I called the dealership to confirm and was told, yep, they meant it. I was told that $4,000 to $5,000 of that markup would be going to charity (though the salesperson was not able to specify what charity) and, while they considered just charging the manufacturer’s suggested price for the car, it would be a “stupid business decision” not to mark up the price.
I mean, I guess they’re not exactly wrong; with only 6000 cars being built and demand high, the price will be dictated by what the market will allow. Still, I’m not entirely convinced the Honda enthusiast market would or even should accept a $51,000 Civic.
We reached out to Honda for comment, and received this response on the subject:
American Honda Motor Co., Inc. believes in developing a positive and long lasting relationship with customers to create brand loyalty. As such, we highly recommend dealers create their own positive relationships with customers by selling vehicles at MSRP.
The vast majority of Honda dealerships have done just that. Each Honda dealer is an independently owned and operated business and as such, American Honda Motor, Co., Inc. as the U.S. Honda distributor, does not have any control over their business practices.
Based on that, it doesn’t look like Honda has any punitive policies for greedy, price-gouging dealers. In the end, it’ll likely be up to the potential buyers to simply not accept price hikes between 50%-90% on a fast Civic with a big-ass wing and lots of fake grilles.