While dealer markups have come down substantially over the past twelve months, it’s not uncommon to see brand-new models carrying price adjustments retailers believe some will pay just to be the first to one to park one in their driveway. Volkswagen’s I.D. Buzz banks heavily on nostalgia of the original Type 2 (Microbus/Kombi/Transporter) and interested parties have had to wait an additional two years after its European launch for the automaker to ready it for North America. This has made it an obvious candidate for markups, with some examples now listing above $100,000.
According to Autoevolution, Los Angeles’ Covina Volkswagen has been attaching dealer markups in excess of $25,000. One tragically expects to see some amount of unsavory consumer gouging for in-demand products these days. But the Buzz markups not only feel excessive, they’ve actually gotten worse over time.
From Autoevolution:
And sure enough, that’s exactly what happened when the ID. Buzz started US sales in November. Media reports and social media posts confirmed that Volkswagen dealerships weren’t shy about asking at least $20,000 over the MSRP. Not all dealers added markups, but many did, trying to milk customers in the face of a weak supply.
Instead of easing, the situation appeared to worsen in December, as many Volkswagen ID. Buzz EVs were sold at prices above $100K for the first time. These were 1st Edition examples with an MSRP of $72,668 and a $35,000 markup. Another example sold by Volkswagen Covina made the rounds recently, with a $25,000 markup mentioned on the price sticker. However, the dealer wasn’t happy with only that and added another $3,400 for various unnecessary charges listed under “Dealer Added Items.”
Whether or not dealers actually convince people to keep paying that much is another story, however. With noteworthy exceptions, like the Tesla Model 3, electric vehicles don’t tend to be high-volume models. But they have historically catered to affluent consumers who are willing to spend more for the latest and most novel products, meaning there’s typically a window for dealers to affix sizable markups. The Buzz seems to fall into that category, as it’s a lifestyle vehicle that tries to blend everything people thought made a good car in the past with elements we’ve been told will serve as the future of motoring.
But the timeframe for dealers to capitalize on the all-electric Buzz being rare could be short. Despite being loaded with character and lots of modern features, the Volkswagen doesn’t really seem to stress the fundamentals. Range peaks around 230 miles and real-world testing has shown that’s often a stretch. It is also heavily reliant on touch controls nobody seems to be particularly fond of outside of die-hard tech bros.
Unless you’re never taking the family on an extended road trip, Volkswagen’s Buzz probably won’t outclass something like a Toyota Sienna or Honda Odyssey in terms of everyday practicality. However, it does offer an airy and open cabin that doesn’t really exist anywhere else on the market. It’s likewise shockingly quick for a minivan, particularly when optioned with all-wheel drive.
The conundrum here is that VW has delivered a successor to the tiny van beloved by American Boomers that has the image and lacks some of the core ethos. One of the main reasons the old Type 2 was such a hit with the Boomer youth of America decades ago was because it was so affordable. This is not the case with the Buzz, which starts above $61,000 in its base format (before markups) and can be optioned to carry an MSRP in excess of $71,500.
Considering the typical American household can no longer afford to purchase new vehicles, something priced roughly $20,000 above mainstream rivals in its own segment (again, without markups) doesn’t seem like it’ll be on the menu for many people. It’s an undeniably stylish vehicle, guaranteed to draw eyes. We’re just not certain that’s going to resonate with customers who have broadly signaled they want cheaper and more reliable transportation than the market has been offering of late. Unless Volkswagen plans on limiting allocations significantly, which is something the brand has suggested, it’s hard to imagine a scenario where Buzz markups persist beyond the next several months.
[Images: Volkswagen]
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Source: The Truth About Cars
