$100K C8 Z06 Markup Causes Dealer to Go Viral in a Bad Way

This latest excessive C8 Z06 markup raises an important question – is it worth the extra cash to ruin your reputation?

Much ado has been made about the price tag of the new 2024 Corvette Z06, which exceeds the six-figure mark in base form and nearly stretches to double that with every option box ticked. However, that’s just part of the story, as the red-hot yet supply-constrained model is also being slapped with hefty dealer markups as those entities try to squeeze some extra profit out of the new Z amid troubling times. However, as has historically been the case, asking too much over sticker will likely lead to some negative press, and that’s precisely what has happened with a wild $100k C8 Z06 markup offered by Covert Chevrolet in Round Rock, Texas.

The listing has since been taken down following some pretty hefty backlash from keyboard warriors everywhere, but prior to that, the Arctic White sports car was listed for a whopping $241,995 – a total that includes the aforementioned six-figure add on. This isn’t the first time we’ve seen a C8 Z06 markup of this magnitude, but as was previously the case, more than a few people called the dealership out on social media for its apparent greed.

However, there’s more to the story than this, of course. Though the listing was undeniably real, General Manager Mark Gill told The Drive that it was made in error by a salesperson, and that the car would actually be sold with a markup of somewhere between $35,000 and $50,000. “It’s what they’re going for and that seems to be pretty normal for Z06s,” Gill said. Covert had a grand total of three Z06 allocations, with two going to customers and this particular example serving as its only example available to sell to the highest bidder.

Whether this listing was made in error or not, the ensuing outrage is certainly not a good look for the dealership, and that’s precisely the dilemma  facing them these days. On one hand, the Z06 is a red hot vehicle facing incredible demand and short supply, so we certainly can’t blame the dealer for trying to make some extra money here, particularly as new vehicle inventory is near record lows. On the other hand, are such practices worth the risk that you might also lose business by doing so?

Photos: Chevrolet, Covert Chevrolet

.