The Volkswagen ID. Buzz, which began deliveries in the U.S. last month, is seeing significant markups at dealerships, with some even reaching over $35,000 above the manufacturer’s suggested retail price (MSRP).
The most notable case is Volkswagen San Bernardino, which has listed two 1st Edition models for $107,668, compared to the MSRP of $72,668. This results in a hefty $35,000 markup, a 58% increase over the van’s base price.
Other dealerships are also charging substantial premiums. King Volkswagen in Maryland has added a $10,000 markup, bringing the price of its 1st Edition to $81,895, up from the original MSRP of $71,895.
Meanwhile, Illinois’ Larry Roesch Volkswagen has a more modest $5,000 markup, raising the price to $77,300. Emich Volkswagen in Boulder, Colorado, has similarly priced its ID. Buzz models with a $5,000 premium.
An unusual offering comes from Napleton’s Auto Park in Urbana, Illinois, which has a $76,295 ID. Buzz Pro S, featuring a Mystery Machine wrap from Scooby-Doo. While the vehicle is priced above the typical $59,995 base price, the wrap adds a unique touch that may justify the extra cost for some buyers.
Volkswagen of America had initially kept markups in check, with the company warning dealers against price hikes. However, as more ID. Buzz models reach dealerships, markups have become a common sight, reigniting discussions about the merits of the automaker’s direct-to-consumer sales model, which has faced resistance from dealerships. The growing markups appear to be supporting Volkswagen’s stance on bypassing traditional dealer channels.
