A Market Adjustment (also called ADM or "Additional Dealer Markup") is a dealer-added surcharge ranging from $2,000 to $20,000+ above MSRP. This is pure dealer profit with no additional value to you. In 2026, market adjustments are rarely justified—inventory has normalized and most vehicles are available at MSRP.
Verdict: Junk Fee
$2,000 - $20,000+
Why ADM is Unjustified in 2026
Market Reality Check
- • New vehicle inventory has normalized to 60+ days supply nationally
- • Most mainstream vehicles are readily available at MSRP
- • Only ultra-limited allocations (GT3 RS, etc.) warrant premiums
- • Dealers adding ADM are banking on uninformed buyers
How to Avoid Market Adjustments
- • Shop Multiple Dealers: If one dealer has ADM, another within 50 miles likely doesn't
- • Check Markuphero.com: Database of no-markup dealers by brand
- • Factory Order: Order directly at MSRP with 6-12 week wait
- • Costco Auto Program: Pre-negotiated MSRP or below pricing
How to Decline
Negotiation Script
"I see a $5,000 market adjustment on this quote. I won't be paying above MSRP. If you can't remove it, I have appointments at two other dealers this week who are selling at sticker. Let me know if you'd like to earn my business."