Dealers SCREWED Truck Buyers... Now They're Paying The Price!

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Jan 262025

Dealerships across the country took advantage of truck buyers these last few years. Many of them treated their new truck inventory like pure gold instead of a massively produced hunk of metal, and they overcharged people left and right because of it. Now many dealers are paying the price, they are struggling bad and need your loyal business once again. But they won't get it! What will it take for you to actually consider buying a new truck or suv this year? 0% over 60 months and how much off MSRP? Topics discussion in this video include:

There’s a reason why every dealership is covered with truck inventory right now. They just can’t sell them.
Trucks are no longer simplistic, reliable, or affordable.
inflated MSRPs
Markups and addendums were prevalent across all segments but truck buyers were a dealership’s victim of choice.
Ford F150 Raptors… Tundra TRD Pros, Tacoma… Ram TRX… F150 Lightning, even Ford Mavericks were getting tagged with 5-10K markups for a bit… Hummer EV, GMC AT4X AEV package, Silverado ZR2 Bison… Honda Ridgeline.
Now dealers are really struggling to discount trucks because of what they “once had”…
Trucks are stuffed to the gills with tech and creature comforts that have rendered them luxury vehicles. No longer are they tools.
Dealers stacked their lots with higher trimmed examples to maximize profit margins.
Lesser trimmed examples weren’t worth their time.
Auto manufacturers are constantly lessening displacement… turbocharging and hybridizing everything.
Outsourcing production to cheaper labor countries
Lessening quality, increasing prices
Truck buyers don’t want this. Truck buyers want a truck that just works.
The added complexity has hinder brand loyalty and forced people to lose interest
Tacoma V6… Tundra… V8 F150 sell
Cutting affordable trims …1500 classic Ram
Fail to make enough of the desirable trims. Raptor R
depends on the model and trim level, but the average price for a full-size pickup truck was around $64,261 in January 2025
$48,405 being the average across all segments. New.
Interest rates…
Inventory levels…
GM dealers often suck the most. Prices are “non-negotiable!” Beyond their rebates.
Toyota lost its touch… lost their core enthusiasts.
Tacoma sales dropped 18% year over year. 192K compared to 234K.
Expected since 2024 models hit lots in Feb/Mar.
The quick shift in popularity from enthusiasts is what Toyota didn’t expect to happen. People quickly caught on to how the new Tacoma was garbage.
Transmission issues. Lack of quality control coming out of Mexico. All with a hugely inflated price tag over the 3rd gen Tacoma.