Shopkellyford

I had a recent unfortunate new vehicle purchase experience with Kelly Ford. The short version of the story is that I found the vehicle that I wanted on their website, the MSRP was listed on their website, which matched the window sticker. I drove down to the dealership from Maine, after having two days of good email communication with one of their on-line sales staff. I was handed off to a salesman at the dealership and ended up purchasing the vehicle.

I have purchased a lot of new vehicles of the past two decades, including 7 new Fords (and 8 other makes). I have never, ever, ever been charged any mark-up above MSRP. Ever. Not once.

At no time during the pre-sale email communication nor during the in-person sales process was I made aware that there was - what I consider to be an egregious - a dealer mark-up (of $6,000 on a $50,000 vehicle - being added.

This markup was obscured in a single line on the sales order referred to as "price of unit". I wasn't paying attention (completely my fault) and didn't realize that I'd been charged this high mark-up until several days later.

I realize and appreciate that the automotive market is a zoo right now. No denying it.

My concern with what happened to me is that I am very certain that Kelly, at ANY point during the sales process, have at least a moral obligation - if not a fiduciary one - to make me aware of the mark up they were charging me. I would not have purchased the vehicle with that level of mark-up. I would have tried to negotiate to a number with which I was comfortable, but would more likely have thanked everyone for their time, recommended that they be more transparent with their customers, and left.

I have communicated my concerns to Kelly's management, and have received no reasonable explanation for the way they handle this tripe of situation.

I feel very much like I was taken advantage of in this situation. Kelly had an obligation to be clear about the mark-up so that I could have made a reasonable decision about how to proceed - or not.

At the end of the day, it's my fault for not paying attention (I was paying cash for the new vehicle and had a valuable trade-in).