What Is “Market Adjustment” at a Dealership? (And Why It’s Usually B.S.)

“Nothing like a $10,000 ‘market adjustment’ to make you feel like you're buying a car and donating to the dealership’s vacation fund.” 🏝️😂 - Chase Jordan

You ever see a car listed for $40,000 online, then walk into the dealership and — surprise! — it’s now $45,000 “because of the market”?
Yep. That’s called a market adjustment, and it’s one of the most frustrating tactics in modern car buying.

Let’s break down what it is, why it exists, and how you can dodge it like a boss. ⚡️

💰 What Exactly Is a Market Adjustment?

A market adjustment is a fee that dealerships tack onto the MSRP (Manufacturer’s Suggested Retail Price) — basically just a markup for high-demand vehicles.

Unlike taxes or registration fees, this isn't required by law or set by the car brand. It's pure dealership profit, and it shows up as a line item on the purchase order like:

🚨 “Market Adjustment: $4,995”

It’s their way of saying:
“We know this car is hot, so we’re charging extra because we can.”

🔍 Why Do Dealerships Use It?

Let’s be real — dealers are running a business, and like any business, they want to maximize profit.

Market adjustments pop up most often when:

• Inventory is low 🚗❌

• Demand is high 🔥

• There’s a vehicle shortage (like during the chip crisis or COVID-19 pandemic)

• The car is new, rare, or hyped (like a new EV, performance model, or limited edition trim)

If buyers are lining up and the car is selling fast, the dealership knows it can push the price higher than MSRP — because someone will likely pay it.

In 2022 and 2023, many buyers paid $5,000 to $15,000 over MSRP on popular models like the Ford Bronco, Toyota Sienna, Honda Civic Type R, and most EVs. 🧾

That’s not added value — that’s the dealership flexing its supply control.

🤨 Do You Have to Pay It?

Short answer: No.
Market adjustments are 100% negotiable — and completely avoidable.

You can:

• Shop at another dealership that doesn’t add it

• Order the car from the factory at MSRP

• Wait it out until demand drops

• Hire Deal Guard and let us negotiate it out for you

Here’s the real secret: market adjustments aren’t always “non-negotiable” — even if the dealership says so.

We’ve had cases where they removed the entire markup just because they didn’t want to lose the deal. You just have to know how to ask (or better yet, have someone do it for you).

🚫 What NOT to Do

• ❌ Don’t assume it’s required — it’s not.

• ❌ Don’t accept “everyone’s paying this” — not true.

• ❌ Don’t argue emotionally — dealerships negotiate better with cool, confident buyers.

• ❌ Don’t fall for “we’re losing money on this deal” — that’s rarely the case, especially with holdbacks, backend products, and volume bonuses.

🛡️ How Deal Guard Smashes This

At Deal Guard, we never accept markup without a fight.

We:

• Pull real-time market comps (local and national)

• Use invoice pricing, holdbacks, and rebates to frame the negotiation

• Call multiple dealerships to play them against each other

• Work around high-demand areas by searching 100+ miles out or even out-of-state

• Spot fake markups disguised as “protection packages” or “added value”

We’re not just car buyers — we’re your professional car buying concierge and negotiation squad.

😎 Final Word from Chase

“Market adjustment” is dealership code for “we’re charging more because you might say yes.”

But that doesn’t mean you have to.
At GetDealGuard.com, we shut down markups, eliminate stress, and fight for deals you actually feel good about.

🚫 No pressure.
🚫 No nonsense.
✅ Just real results — with a trusted car buying advocate who does it all for you.

🎯 Want to skip the markup madness and get the deal you deserve?
Visit GetDealGuard.com and let’s make your next car purchase the easiest win of your year.

Catch you on the next one —
Chase ⚡️