I just read all the responses and do have a new perspective on things. I've heard a lot of stories about how people wore down a sales staff. I've never pictured being a car sales person and hearing someone relay a story like that.
People just don't like to see a ADM sticker on the window. If the car was 60k msrp, it would be easier to swallow.
I saw the 03 cobras on the dealer lot go from +10k to +5k to +3k, msrp, and then discounted. The same thing is going to happen to the gt500 when the new camaro, challenger, supra, and skyline hit the market(opinions on this may vary on which cars pull people's interest away). I understand the mark-up. its "limited" as in - "we are only making this many", not "we'll make them until no one buys them anymore" like most other limited cars are. this same dealer had mark-ups on the svt focus and contour. at the end, they were giving the contours away. if it was msrp from the beginning, they might have sold them sooner. Instead they lost money by turning potential buyers away.
I remember reading an interview with a SVT exec who said that a limited number added exclusiveness and collectability value to the car. thats nice and all, but with the company hurting like it is, and SVT going out the window, why not just make them at a slow rate until they stop selling. ford and the dealers could sell a lot more of them at a reasonable price. ford is only hurting themselves with such a limited number.
which would be better, sell 1 gt500 at +15k, or 15 of them at msrp?