As another poster noted, Kia is a particularly good example. I am trying to buy a Kia suv and would normally have thought of it as a mid- to lower-level consume

As another poster noted, Kia is a particularly good example. I am trying to buy a Kia suv and would normally have thought of it as a mid- to lower-level consumer brand, but there’s insane markups and competition for them right now. The Sorento tends to be marked up $3-8k over msrp in the bay area, and I’ve seen the Telluride marked up $10k+. I went to test drive a Telluride; the first one was bought as I was getting in and the new owner shouted me out of the car, and the salesperson told me to decide whether I wanted the second one before I got back or he’d have it sold. Anecdotal, but he told me that folks who would usually go for a Range Rover like the style, so they’re happy to pay $60k for a marked up Kia versus $100k for whatever else they would have bought.