Who sets the price of the car? Its called the FREE MARKET. The only thing the Ferrari deal restricts is that in a certain time (usually a year) you cannot make a profit flipping the car. You can still sell it to the dealer (and they can make the profit if there is any). The reason for this is to prevent flippers who are only interested in profit as a motive to buy it while people who really want the car wait longer and justifies dealers not marking up brand new cars to true market value. Why would the owner sell the car back at MSRP? Easy. I did it twice. I did it to get a new car. Could I have made another 10 grand or so selling it in the open market? Maybe. But no new car from Ferrari. And Ferrari just has the first right. That doesn't mean they will buy the car back. If its not really hot they will say "you're on your own". All they want is to be asked first. But in Ford's case, this makes no sense. They put everyone through a vast screening process and rejected a lot of people who wanted one. What they do with the car should be their choice. If they think they are an intentional flipper then don't sell it to them. Once again we complain about Ferrari's policies -- then give a pass to Ford who actually SUE their customers for the audacity of selling their cars? I don't think so.