2013 Toyota Prius C gets a $7,000 “Market Value Adjustment” by Miami dealer

Article by Christian Andrei, on March 22, 2012

An almost $7,000 price adjustment on the most popular and most anticipated hybrid of 2012 is a bit much, don’t you think? Not many will turn away though since the 2013 Toyota Prius C really is a very attractive vehicle. It offers subcompact style and hybrid gas mileage and it’s packed with many exciting features too.

We already know that Toyota had raised production volumes at its Japan factory. However, dealers wish to capitalize on the high demand for the model by adding to the sticker price. A photo was sent in by Miami4me2C about just how much a dealer named Al Hendrickson Toyota of Coconut Creek, Florida, had priced a Prius C Two -- $27,834 (including a $6,995 “Market Value Adjustment”).

This is more than $2,000 higher than the MSRP of a mid-range 2012 Toyota Prius hatchback. The practice of inflating prices (also known as price-gouging) is common and it is legal.

Dealers want to maximize their profits by inflating the asking price of in-demand cars to offset losses from cars that are slow to sell. It’s not unusual to see a model priced a few hundred dollars higher than the Manufacturer’s Suggested Retail Price (MSRP). However, an additional $6,995 is pretty steep…even for a car as sought-after as the 2013 Toyota Prius C.

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