As Volkswagen prepares for the launch of the ID. Buzz in the U.S., the automaker’s decision to limit initial availability to one or two units per dealer has created a supply shortage that some dealerships are taking advantage of. While many dealers are sticking to the manufacturer’s suggested retail price (MSRP), others have been reported to impose significant markups on the electric vehicle, with prices rising by as much as $20,000 over the base cost.
One example of this pricing strategy surfaced on Reddit, where a user shared a screenshot of a conversation with a Volkswagen salesperson. The dealer confirmed the ID. Buzz 1st Edition had a base MSRP of $65,495, with additional costs for destination fees and other features bringing the total to $68,083.
However, the salesman then mentioned an additional markup, ranging from $10,000 to $20,000 over the MSRP. When the customer objected, citing Volkswagen’s policy against such markups, the conversation abruptly ended with the salesman’s response: “Thank you for your time.”
This instance reflects a broader trend where dealerships capitalize on the high demand for new vehicles, often disregarding automaker policies aimed at keeping prices fair. It is not the first time that a high-demand vehicle launch has seen such pricing tactics, and it likely won’t be the last.
Despite the markups, some dealers are offering more competitive pricing. For instance, Emich VW in Denver has a 2025 all-wheel-drive ID. Buzz priced at $77,300, reflecting a $5,000 markup over the MSRP of $72,300. On the other hand, Northampton Volkswagen in Massachusetts is offering a discounted price of $69,493 for a 1st Edition model with all-wheel drive, which is about $2,934 below MSRP. Similarly, Portsmouth Volkswagen in New Hampshire has a 1st Edition priced at $70,295, a discount of $2,452.
The varying prices for the ID. Buzz underscore the need for buyers to do their research and shop around. With supply expected to increase in 2025, waiting and comparing offers could help save thousands of dollars. For those willing to be patient, it may also be worth holding off until dealerships settle into more consistent pricing.
