If you are like me, I cringe at the idea of paying MSRP on anything (except maybe groceries). If this is you, I hope
this is somewhat helpful.
Being in the market, I wanted to get an idea of what deals were like before all the 2020 mess happened to get some sort of a gauge on
what "should" or "should have" been reasonable discount pricing on 2021+ Yukons/Tahoes. So, I went on the Wayback Machine
and found a few GMC advertised deals from 2019 on Yukons and Denali trim.
I didn't do Chevy, but I am sure the advertised deals are equivalent or more than GMC's.
The end result is about what I remembered when shopping around in 2016 -- I would tend to think the margins today new would be similar.
Also, these are advertised specials/deals direct from GMC, not including individual dealer negotiation(s), other incentives, etc.
2019 Yukons: 9% off MSRP. The deal said for "current eligible GM owners/lessees," but I found a similar one for "non-GM owners/lessees" at a similar price
in a different month.
2019 Yukon Denalis: 15% off MSRP.
Moving back to present day, I built out a 2023 Denali 4WD w/ the Reserve package w/ MSRP at $91,250.00.
Doing the math from above, 15% off MSRP would equal $77,562.50.
That is quite the substantive discount. So, keeping in mind the "scarcity" of chips/parts, inflation, blah blah blah,
GM dealers are making a killing in profit on 2022-3 models.
It's easy to forget (out of sight out of mind) and it does not seem unreasonable that dealers could still be
making a profit at somewhere between 12% - 20% off of MSRP on these vehicles.