The dealer markup is a simple case of supply and demand. There really is nothing that needs to be done about it or should be done about it. Price is the fairest and best way to determine who gets something that is in short supply. I feel sorry for the Dodge dealers because other than the Challenger, they have so many ugly clunker cars that hardly sell at all. So as far as I'm concerned, they're welcome to a $15,000 markup on Challengers for as long as they can get it. It can be really tough to make money as a business owner. You have to take advantage of every opportunity. In fact, I think it would be STUPID for a Dodge dealer NOT to try to get as much as possible for Challengers. Also the Challenger is just a luxury item. They're not stealing food from babies.