Hyundai and Genesis have issued a warning to U.S. dealers against aggressive pricing strategies. They claim the practices such as markups that push the prices "way above" sticker are damaging the brand image. While acknowledging that retailers can set their own prices, the automakers warn of potential actions they may take against offending dealers such as reduction in future allocations.
The letter mentioned an eventual return to supply and demand equilibrium. A return to normal will allow customers to remember what brands did during the inventory shortages as a gauge for choosing where to spend money in the future.
Telling it like it is - If Hyundai knows the number that is fair and keeps the doors open we are all ears…