Chevrolet dealers still unsure how to price 2014 Corvette Stingray

Article by Anita Panait, on August 13, 2013

General Motors will start rolling out the 2014 Corvette Stingray in early October, but Chevrolet dealers are still trying to solve a great puzzle dangling before them. For the first option, dealers could offer the 2014 Corvette Stingray near or at its suggested sticker price. If they do this, dealers may gain the loyalty of more of their customers.

On the other hand, dealers could take advantage of the heavy demand for the 2014 Corvette Stingray and add a few thousand more dollars on the sticker price. Dealers could gain a huge windfall for the popularity of 2014 Corvette Stingray, but have to suffer the wrath of their customers. Doing this would have dealers risk losing the loyalty of their customers.

Price gouging is not uncommon during the start of much-awaited and much-talked vehicle launches. For instance, some Chevrolet dealers in 2010 marked up the Volt by $10,000. When the 2008 Dodge Challenger SRT8 muscle car and the 2000 Chrysler PT Cruiser were launched, dealers also shot up their prices above the suggested tag.

The launch of the Stingray could be another of those price-surging events, since it has been talked about and has a fervent fan base. Likewise the 2014 Corvette Stingray has been critically acclaimed and the possibility of tight supplies early after launch is considered high. The Stingray has a starting price of $51,995 for the coupe version.

The convertible version, which would be rolled out later this year, has a starting price of $56,995. Both prices include freight. IHS Automotive expects General Motors to build 12,000 units of 2014 Corvette Stingray this year and 30,000 in 2014. It expected that GM will allocate more of the 2014 Corvette Stingray for overseas sales since the carmaker wants to build the Corvette brand globally.

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