GT-R pricing out of Nissan's control
With the long-await Nissan GT-R finally making it to U.S. shores next June, it's a sure bet that initial demand will far out weigh supply. If we remember back to economics class, this means that the GT-R will sell for more than the $70,000 put on the window sticker by Nissan. So what can Nissan do to stop the price gouging? Nothing.
Nissan was considering voiding the warranty of any GT-R resold in its first 12 months on the road, but has since abandoned that idea. "We've talked about ways to stop eBay sales by restricting the transfer of the new car warranty to the next buyer for at least six months," said Eric Anderson, Nissan's North Central Region vice president. "But we gave up on that idea because it would have been unfair to the guy who found he really had to sell his car sooner."
Anderson continued by saying there is nothing Nissan can do about deal markups -- which are expected to be at leas $15,000 -- either. "We'll counsel dealers on why they shouldn't, but there's no way we can stop them from doing it," Anderson said. Price-fixing laws make it illegal for Nissan to tell its dealers what to charge for a vehicle.
Any of Nissan's 1,070 U.S. dealers can apply to sell the GT-R, although not all will be authorized to sell it. Those that are chosen will have to spend extra money on equipment and training to service the extremely high-tech sports coupe.
Only 1,500 GT-Rs have been allotted for the U.S. during its first year, so demand is sure to be strong -- from Nissan dealers to individual customers.