Dealer markup
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Tourer
Joined: Apr 2017
Posts: 442
Likes: 110
From: San Jose, CA
Dealer markup
I was at my local dealer this past weekend looking at their remaining 2018 inventory. They have a ton of 2018s. I was shocked to see that they still had a 10% markup over MSRP on top of all the other costs they pile on that are legit as well as padded. They wanted $22,000 to $23,000 for a stock Sport Glide. Add tax, DMV fees and documentation and you are pushing $25,000! WTH! It's no wonder they have so much stock on hand. The place was a ghost town. Anyone else finding their dealers inflating the price of their remaining 2018 bikes?
Seasoned HDF Member
Joined: May 2012
Posts: 32,934
Likes: 36,032
From: Carlsbad, CA
My local dealer typically has about 6% markup on all bikes. They are now advertising like it’s a great deal, that some 18’s don’t have markup.
I bought my ‘17 RK from a dealer that had a $4K markup on it! I told them I wasn’t going to pay that, and they said “OK, what do you want to pay?”. I told them, and they agreed, and I signed. I don’t get the markup, if it’s so easy to negotiate away. But, this dealer does a big business.
I bought my ‘17 RK from a dealer that had a $4K markup on it! I told them I wasn’t going to pay that, and they said “OK, what do you want to pay?”. I told them, and they agreed, and I signed. I don’t get the markup, if it’s so easy to negotiate away. But, this dealer does a big business.
Cruiser
Joined: Mar 2018
Posts: 178
Likes: 28
From: Denver
The biggest dealer around Denver does that too. However, they never even post the prices on their bikes so you are required to talk with a salesman just to get an idea. They have loads of events and free food and cheap beer and stuff like that all year and I can see where that money comes from. For example when I was shopping for a Road King I went up there and they had one that was set up as Stage 3. No price anywhere to be found, just a sheet on what upgrades were done and how much those were. So I found a guy and he had to go ask and came back and said that the price on the base bike was in the mid $20s and that bike had $10k worth of upgrades so they were looking to get mid $30s for it. And then he said that he could work with me to get that in the low $30s. I said thanks and walked out, went to a dealer and bought the stock bike for MSRP minus some negotiation room I got and a free backrest. That dealer must sell a ton of bikes and 1 guy was just heading out on his new purchase when I was leaving but I don't understand how people can be so gullible. My wife asked me why I didn't negotiate with him and I told her that for all the effort it would take to negotiate the best I could hope for was to get back to MSRP and then I would have to negotiate the parts and labor down to MSRP as well since those were overpriced. Needless to say I go up there to eat their free food and drink their cheap beer but I refuse to give them my money at those inflated rates.
Cruiser
Joined: Oct 2014
Posts: 237
Likes: 88
From: SF Bay Area, CA
I'm in the market for a new bike and have noticed the same. Since I live near you I bet we're talking about the same dealers.
$950 to $2500 markups on everything at 4 dealers I've visited. When you question them it quickly goes away. They like to start at MSRP.. at least that has been my experience.
I like to remind them the mothership pays them for PDI and "setup" so the $899 on the tag isn't coming out of my pocket either.
My guess is some guys just don't want to haggle. They just pay what's on the tag. To each their own but I'm not paying those extra fees.
$950 to $2500 markups on everything at 4 dealers I've visited. When you question them it quickly goes away. They like to start at MSRP.. at least that has been my experience.
I like to remind them the mothership pays them for PDI and "setup" so the $899 on the tag isn't coming out of my pocket either.
My guess is some guys just don't want to haggle. They just pay what's on the tag. To each their own but I'm not paying those extra fees.
Seasoned HDF Member
Joined: Aug 2013
Posts: 35,824
Likes: 38,684
From: Post Falls, ID
Sounds like markup is a negotiating tactic for a dealer to make it appear you are getting a great deal when it is removed. In reality, you are buying at or negotiating from MSRP.
Take 10% off msrp and I might listen to a deal.
Take 10% off msrp and I might listen to a deal.
Road Master
Joined: Dec 2010
Posts: 1,010
Likes: 101
From: Parrish, Florida
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Cruiser
Joined: Jul 2018
Posts: 242
Likes: 111
From: Central Florida
Got 4000 off msrp on my 2018 SGS this last weekend. Markup is there on the 3019s but they drop it as the year progresses. Right now they are trying to move the last model year. I didnt ask but they even still have a couple 2016 SGSs there, sure they are a steal
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Joe Kucinski
Grand HDF Member
Joined: Sep 2009
Posts: 4,556
Likes: 1,846
From: Albuquerque, NM
I'm in the market for a new bike and have noticed the same. Since I live near you I bet we're talking about the same dealers.
$950 to $2500 markups on everything at 4 dealers I've visited. When you question them it quickly goes away. They like to start at MSRP.. at least that has been my experience.
I like to remind them the mothership pays them for PDI and "setup" so the $899 on the tag isn't coming out of my pocket either.
My guess is some guys just don't want to haggle. They just pay what's on the tag. To each their own but I'm not paying those extra fees.
$950 to $2500 markups on everything at 4 dealers I've visited. When you question them it quickly goes away. They like to start at MSRP.. at least that has been my experience.
I like to remind them the mothership pays them for PDI and "setup" so the $899 on the tag isn't coming out of my pocket either.
My guess is some guys just don't want to haggle. They just pay what's on the tag. To each their own but I'm not paying those extra fees.
