Market Adjustment / ADM
That "Market Adjustment" sticker? It's a dealer-added markup on top of MSRP (the "Manufacturer's Suggested Retail Price"—the price the carmaker recommends). You don't get extra value for it—you just pay more.
What Is a Market Adjustment?
The Simple Version
A 'Market Adjustment' or 'ADM' (Additional Dealer Markup) is an extra charge some dealers add on top of MSRP when a car is in high demand. Unlike MSRP (set by the manufacturer), this is dealer-set pricing that you may be able to avoid by shopping around, ordering, or waiting.
Email multiple dealers (the "blast radius" approach)
Contact multiple dealers within a reasonable distance. Ask specifically: "Do you sell at MSRP without market adjustments or mandatory packages?" Some do - they just don't advertise it.
Place a factory order
Some brands and dealers allow factory orders. When available, ordering can reduce pressure to pay ADM. Always confirm pricing and deposit/refund terms in writing.
Wait if you can
Markups often fade as inventory improves and demand cools. If you can wait, you may avoid paying above MSRP.
Check manufacturer programs
Some manufacturers discourage ADM on certain models, but enforcement varies. Don't rely on policy rumors - get pricing in writing and compare multiple dealers.
Use community intel
Model-specific forums and local groups often share which dealers sell at MSRP and which add markups. Use it as a lead, then confirm pricing in writing.
- "Mandatory accessories package" - Often the same idea as ADM, just renamed. Ask for an itemized list and a price without it.
- "Protection package already installed" - They claim it can't be removed. Ask to remove the charge, choose a different unit, or shop another dealer.
- "We're the only one with inventory" - Rarely true. Email other dealers. Drive further if needed.
- "The markup covers our costs" - Dealers have overhead, but this is still an extra charge. Compare offers and decide if it's worth it to you.
- ADM hidden until you arrive - Always confirm "out-the-door price at MSRP" in writing BEFORE visiting.
Subject: [Year] [Model] - MSRP Purchase Inquiry
Hi,
I'm interested in purchasing a [Year] [Model] [Trim]. I'm a serious buyer with financing ready.
Before I visit, I need to confirm: Do you sell at MSRP, or do you add market adjustments / mandatory packages?
I'm contacting multiple dealerships and will purchase from whichever offers the best deal at MSRP. If you have the vehicle in stock or can place a factory order at MSRP, please let me know.
Thank you,
[Your Name]
[Phone Number]
Send this to multiple dealers. You'll quickly find out who plays games and who wants to earn your business.
After launch hype fades: Inventory builds, demand cools
End of month/quarter: Dealers may be more flexible to hit targets
When incentives appear: Manufacturer specials can change pricing
When supply improves: Markups often soften over time
"I'm not willing to pay above MSRP. If you can sell at sticker, I'll buy today. If not, I'll factory order through another dealer or wait until inventory normalizes. What can you do?"
Ready to make contact?
Use our email templates to contact multiple dealers and find one who sells at MSRP.
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