Dealership markups on new vehicles

Dealership markups on new vehicles above and beyond sticker price are something that is a surefire way to lose more customers than you will earn.  While I understand you have an opportunity to get more money for that single purchase you aren't creating a relationship with customers that makes you want to continue doing business with them. 

Have any dealer principals or GSMs ever thought about putting the shoe on the other foot and pretending they are the customer looking at a $50k markup over MSRP? How would you feel if that dealer thought they could get over on you like that?  This is such a short term mindset that it surprises me that more of these dealerships don't go out of business using practices like this.

You can sell the limited edition vehicle at sticker, still make money and create a lifetime customer while your competition thinks that extra $50k is a win when a lifetime customer is worth far more than that dollar amount.  Start thinking long term and build a relationship with your customers that will stand the test of time.