Ford Authority

About 30 Percent Of New Car Shoppers Okay With Paying Over MSRP

For the better part of two years now, automakers have struggled to produce new vehicles amid numerous supply constraints – primarily the semiconductor chip shortage. This has led to dwindling inventory, though new car shoppers are still eager to get their hands on vehicles, regardless. This has led many to pay more than MSRP for that privilege, surprisingly enough, though only 28 percent of new car shoppers say they’re ok with doing so, according to new data from Cox Automotive.

While that still represents a sizable chunk of new car shoppers, the percentage of those surveyed who are fine with paying more than sticker price has declined from 42 percent in April 2021 down to 28 percent in March 2022. At the same time, the percentage of new vehicle shoppers surveyed who say they would never pay more than MSRP has grown from 58 percent last year to 72 percent this year.

While Lincoln’s lineup is selling for less than sticker price on average and Ford’s overall lineup is moving for pretty close to MSRP these days, that isn’t the case with a number of FoMoCo’s newer, hotter models. As Ford Authority recently reported, the 2022 Ford Maverick compact pickup, the reborn 2022 Ford Bronco SUV, and the 2022 Ford Mustang are all among the top new vehicles selling for the highest percentage over sticker price, on average.

At the same time, Ford continues to temporarily remove non-critical features from a variety of its vehicles in an effort to speed up deliveries amid the chip shortage. Most recently, this includes multicontour seats in the 2022 Ford Explorer, factory navigation in the 2022 Ford Bronco, and second row climate controls in the 2022 Ford Expedition. It’s currently unclear how long the chip shortage will continue, but a recent report from the U.S. Department of Commerce suggests that microchip demand will exceed supply for at least six more months, while Ford CEO Jim Farley believes it will persist into next year.

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for ongoing Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. gregandrews

    When 100% of the shoppers wake up and refuse to pay over MSRP, the greedy dealers will no longer sell cars for over MSRP.

  2. Joe

    We have bought 3 Fords in the last year. All below MSRP. If you a have a good relationship with your dealer they will want you to come bach again.

  3. David

    Why would anyone be willing to pay more….. come on.

  4. Jeffrey D. Sproul

    Might be time for direct sales. Order directly from the manufacturer and cut out the dealer.

  5. Pam Hilton

    Dealers who raise prices above MSRP are ripping people off. They would make more money by more sales than higher sales. People who pay high prices wonder why they are in debt. Many don’t even know what the price should be because they don’t research before buying and don’t know the difference, or don’t care. Most people pinch they pennies to afford new vehicles. You would have more people buy from a dealer if they don’t rip people off. I will drive to another town because the dealer in my town jacks the price up. Ford shouldn’t allow dealers to jack up the price that high.

  6. Raymond T Oliveri

    I will never pay over msrp. I am a loyal ford buyer , but if I have to pay msrp I will start shopping different brands. I have bought fords for more than 50 years, but I will change if i have to. Being retired from ford price is everthing now that I am retired.

  7. Mrx19

    Should read 30% of car buyers are morons. Only vehicles that should command over MSRP are extremely limited production performance/collector cars. In 3 years, when the market stabilizes that 2 to 10 K you paid over sticker is the same as flushing it down the toilet.

  8. Tom Turecek

    If people pay more than MSRP and for paint protection and fart resistant seat treatment the dealers will keep this practice up. Buy from dealers who sell at MSRP and no BS add ons. Also report dealers to the manufacturer when you see this practice

  9. Jeff Voorheis

    First of all Ford will never go out off business. Ford Motor Co. continues offer the most advanced automobiles in the industry. Just look at there product line up. The F-150 has no rival. The Superduty trucks are the same. ( numbers don’t lie.) The Mustang Mache #1 in sales in markets all over the world. The Bronco is everything that was expected. Now that deliveries are happening people have given it great reviews. Ford manufactures the best specialty vehicles. The Raptor. The Mustang Shelby Gt 500. Ford will come out of this as the #1 manufacturer of Automobiles in the world.

  10. James Carey

    PT Barnum said it best, “There’s sucker is born every minute!”


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