MSRP is just the SUGGESTED price. literally. Manufacture Suggested Retail Price. Dealers can go Lower or Higher than MSRP. Not price gouging at all. Dealers now have less inventory than ever, so theyre making way less due to reduced volume. So in order for dealers to still meet their bills they have to make more on each car they sell. Hence why no one is going less than MSRP and high demand cars are going higher than MSRP. Alot of dealers have cut off any employee pricing right now too. Its' a crazy market right now. Be nice to get back to when we have 200 cars/trucks on the lot and we can deal more because we have the inventory and can sell volume. Im a service manager at a dealership. We normally would have 1-2 trucks that we have customized with lift, wheels, leather, etc. But with no inventory we dont, and the trucks we have come in are often sold before they even hit the lot.