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Markups have plagued the car market for the past two years. Shortages and increased demand forced used car prices through the roof. Consequently, new cars have seen massive price hikes to account for the lack of inventory. Despite the frequency of dealer markups now, this Chevy dealership’s markup on the 2023 Chevy Corvette Z06 nearly forced a spit take. How much is too much? Something tells me we are brushing up against it. 

How much does a 2023 Chevy Corvette Z06 cost?

Leave it to a Chevy dealership in Florida to ask $100,000 over MRSP for a Corvette. What’s crazy about this story is not the fact that the Z06 is so behind on production that dealers are putting outrageous markups. The story is how insane this markup is. 

The 2023 Chevy Corvette Z06 isn’t available yet, but customers have struggled to get their hands on the outgoing models. So the hot trim in the newest model is anticipated to sell like hotcakes. The Z06 is a fiery trim expected to start between $85,000 and $90,000. While that isn’t cheap, it’s still the Corvette’s most appealing aspect, considering the performance. This markup completely erases that. 

Is $190,000 too much for a Corvette? 

Trio of 2023 Chevrolet Corvette models parked on a track
2023 Corvette models | Chevrolet

According to Chevrolet, it is. If we forget about the MSRP and look at the Corvette Z06 on paper, this inflated price isn’t really that crazy. After all, we’re talking about a mid-mounted 5.5-liter V8 making 670 hp and 460 lb-ft of torque, driving the rear wheels through an eight-speed dual-clutch automatic. I mean, if that doesn’t sound like a $190,000 car, I don’t know what does. I know it isn’t cool, but it does add up. 

The news of this bold markup found its way into the via, the way most things do these days, Reddit. A screenshot of a conversation between a customer and the Chevy dealership, Dimmitt Chevrolet, hit Reddit, and the internet lost it. 

As seen on Carscoops, “We require a $5,000 initial deposit to hold the spot then $20,000 additional at the time of the order and an additional $75,000 at delivery plus MSRP; and before we accept your deposit, you will need to DocuSign a form stating you agree to pay $100,000 over the MSRP,” reads the alleged email shared online.

If you can get past the poor spelling and grammar, despite this logical pricing, it is a pretty objectively upsetting email to get. 

This Chevy dealership is no stranger to extreme markups

Carscoops points out that if you visit Dimmitt Chevrolet’s website, you’ll find Corvette markups plainly listed around $30,000 over MSRP on normal Corvette Stingrays, not even the hopped-up Z06 trims. 

It only stands to reason that the most desirable Corvette model would get a fitting markup if they are going $30,000 over on the base model. 

The craziest part of all is that Dimmitt expressly states that they maintain the right to  “adjust pricing at any time without notice.” It is possible that the $100,000 markup could continue to grow if people actually buy them, that is.

Updated Aug 16, 2022

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Peter Corn

Peter Corn joined MotorBiscuit as an Autos Writer in 2020 and brings his quippiest Southern drawl to our table. Having, in his words, “helped” rebuild his dad’s 1959 MGA as a small child, Peter grew up loving vintage cars and trucks, adding motorcycles and all things 4×4 as he went.

Peter earned a Bachelor of Archeology and Creative Writing from the University of Alabama and has since melded his love of driving with storytelling. His voice, full of pleasantries and witticisms, can be enjoyed in The Gentleman Racer, The Vintagent, Gear Patrol, Iron & Air Magazine, and Classic Car Club Magazine.

Peter is a co-founder of both The Colloquial Magazine and The Fire Escape, the official podcast of The Colloquial. In an effort to increase his abilities in “ramping anything with wheels,” Peter has taken track training from Classic Car Club Manhattan and attended Rally School at Monticello Motor Club, where he was coached by eight-time Performance Rally motorsport champion Chris Duplessis.

On a lucky day, we get to hear Peter tell the story of his first car, a jewel of a 1958 Ford Fairlane, into which he dumped more time and money than made sense, but he has no regrets.