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  • Ram Dealer Adds $50,000 Markup to 2021 TRX “Launch Edition”

Ram Dealer Adds $50,000 Markup to 2021 TRX “Launch Edition”

The highest-priced pickup ever just got more expensive.

Feb 12, 2021

It's not an uncommon practice for auto dealerships to add a premium to vehicles that are highly popular and in short supply. This happens most often to halo vehicles and introductory model years. We've become accustomed to seeing $5,000 added to the sticker price and even tolerate $10,000 or $20,000 at times (depending on the vehicle), however, but finding $50,000 added to the price of a pickup made even our seasoned jaws drop.

When Ram introduced the new 2021 Ram 1500 TRX off-road pickup, which is fitted with the bonkers-702 hp supercharged 6.2L V-8 engine, pickup enthusiasts around the country clamored for any bit of information available. And when Ram opened up preorders for the truck, the 702 special "Launch Edition" models were scooped up almost immediately. This meant that unless you were one of the lucky few that got a reservation, getting a "Launch Edition" might otherwise have been impossible.

Well, for someone who wants a 2021 Ram 1500 TRX "Launch Edition" bad enough, we've found one for sale from a Ram dealer in Southern California. With a retail price of $93,000, the "Launch Edition" of Ram's TRX wasn't inexpensive to begin with. However, for someone looking to buy one off the lot (without a reservation), it'll cost $143,145 after a $50,000 dealer markup but before tax, title, and license fees. Don't even bother haggling, it's not going to get you anywhere.

If $143,000 is too rich for your blood, don't worry. This same Ram dealer also has three 2021 Ram 1500 TRX trucks fitted in "TR2" trim. These trucks carry a sticker price of just $86,470. However, the addition of a $25,000 dealer markup brings the price to $111,470. Of course, be sure to contact the dealer directly to ensure the vehicle is still available (even if the website says they are).

What does this mean, exactly? If you're in the market for a 2021 Ram 1500 TRX, even if you hold a reservation, don't expect to pay anything less than full retail. We'd even expect that most examples will carry some form of this dealer markup, though hopefully nowhere near the $50,000 we've seen here.

Photo 2/17   |   2021 Ram 1500 TRX "Launch Edition" models sold out very quickly when pre-orders opened. Getting one now will set buyers back a pretty penny.
Photo 3/17   |   A local Southern California Ram dealer has on the lot an Anvil Grey "Launch Edition" TRX. With an MSRP of $93,145 and a dealer markup of $50,000, the total price of $143,145 is quite staggering.
Photo 4/17   |   This particular dealer is very straightforward about the addition of a dealer markup. Unfortunately, not all dealers are as up front, so be sure to ask before assuming you're getting a great deal on a 2021 Ram 1500 TRX.
Photo 5/17   |   Is the "Launch Edition" too rich for your blood? Well, this particular Southern California Ram dealer has a trio of "TR2" Ram 1500 TRX trucks for just $111,000 each.
Photo 6/17   |   We know what you're saying: "Shouldn't these TR2 trucks be about $86,000?" Yes, they should; however, they too come with a dealer markup of $25,000.
Photo 7/17   |   Check out the window sticker for the 2021 Ram 1500 TRX "Launch Edition." This shows all of the features the vehicle comes with, minus the $50,000 additional dealer markup.
Photo 8/17   |   Ram announced earlier that the very first 2021 Ram 1500 TRX "Launch Edition," VIN #001, will be auctioned off at Barrett-Jackson for charity.

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