Dealers Adding $5K Price Markups on New 2025 4Runner

[ModernDay4Runner]

You can always leave a Google Review and call out the dealership for posting that ridiculously low price then telling you to ignore it. Me personally, I would email the GM of the dealership and give him/her the opportunity to explain what happened and if they do not respond, just post the facts to a Google Review. That is one way to approach this. There may be other, better ways too.

 

[surfcast_rig]

Just paid a $6k dealer mark up on an ice white SR5 3rd row 4x4 etc, compromise was them swapping the interior for tan leather for an additional $1700. the long island toyota dealerships wanted $6-10 over sticker or finance 800 credit at 9.75%

 

[kzrman]

Just paid a $6k dealer mark up on an ice white SR5 3rd row 4x4 etc, compromise was them swapping the interior for tan leather for an additional $1700. the long island toyota dealerships wanted $6-10 over sticker or finance 800 credit at 9.75%

 

[zgreen]

Just paid a $6k dealer mark up on an ice white SR5 3rd row 4x4 etc, compromise was them swapping the interior for tan leather for an additional $1700. the long island toyota dealerships wanted $6-10 over sticker or finance 800 credit at 9.75%

Damn! Sorry you had to pay that much. That's crazy. Maybe it's an East Coast thing, as there are lots of dealerships around that keep it all at MSRP.

 

[Crankpin]

I went thru that, dealer wanted $5K Market Adj Fee. Real assholes. I drove 944 miles to purchase, paid MSRP, $58744 + $500 get ready fee, $250 for admin, + T&T, received $500 military discount.
VIN : JTEVA5BR2S5004371

 

[BG1]

I saw my first 6G 4R in a NJ parking lot yesterday, it looked great!
Dealers stiffing customers (if they have it in the country it's not subject to the tariff) was the last push I needed, I'm going to buy my wife's 5G off lease for her -it just became more valuable.

 

[4runner4]

Yeah even mine had a few things tossed in, not nearly this bad and actual useful things like bigger tires, but still new models are always hot, and 4Runners/tacos are ALWAYS hot. It’s like the worst case buyers market.

 

[Undisputed_0369]

Every single Mudbath TRD PRO i called about (Legit up and down the coast from Florida to NJ) had a markup or some stupid ass “non removable package” that added no value to me or the car.

i settled on one in PA that was marked up 5k but talked them down to a 2500 markup.

It had a lot of PIOs on it but i find most of them to be useful or increase the appearance of the truck.

I would be very surprised if someone found a Mudbath pro for legit no markup or dealer add ons. Atleast on the east coast.

 

[theo]

Article Carscoops: https://www.carscoops.com/2025/01/toyota-dealers-adding-5000-markup-onto-new-4runner/

Toyota Dealers Adding $5,000 Markups Onto New 4Runner​

We've found multiple dealers jacking up the price of the 2025 4Runner with many in California​

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One of the worst offenders is Stevens Creek Toyota of San Jose, California. Their 4Runner TRD Off-Road Premium has a sticker price of $60,083 but they’ve slapped a $4,995 “dealer price adjustment” on top of that. This increases the price to $65,078 which means it costs thousands more than a Land Cruiser.​

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Things get even worse when you consider the 4Runner TRD Off-Road Premium starts at $54,970 before a $1,450 fee. That’s a sizable difference, but this particular variant has been loaded up with accessories such as all-weather floor liners, a cargo mat, mudguards, and black badges.​

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Unfortunately, this isn’t the only example as Continental Toyota of Hodgkins, Illinois has their 4Runner TRD Sport listed for $55,782 despite carrying a $52,284 sticker. So what explains the $3,498 difference?​

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An apparently mandatory “Premier Defense Protection Package.” That’s a lot of money for something customers probably don’t want, but it provides seven years of protection for the exterior and interior including “stains, rips, tears and burns.”​

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Back in California, Ventura Toyota has a $5,000 markup on their 4Runner SR5. This equates to more than a 10% markup considering the MSRP is $48,247. The model has also been loaded up with accessories ranging from floor mats to side steps and a roof rack.​

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On the bright side, most dealers appear to be offering their 4Runners at sticker price. However, your experience may vary so it pays to shop around.​

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Update:
There's a list of no-markup no-ADM Toyota dealers here:

No Markup / No ADM Dealers @ MSRP Price for 2025 4Runner 6th Gen - List Them

Add any that you know to the list. That would help other users avoid markups.

This the in the USA American Greed. When we going to MAGA.

 

[zgreen]

Every single Mudbath TRD PRO i called about (Legit up and down the coast from Florida to NJ) had a markup or some stupid ass “non removable package” that added no value to me or the car.

i settled on one in PA that was marked up 5k but talked them down to a 2500 markup.

It had a lot of PIOs on it but i find most of them to be useful or increase the appearance of the truck.

I would be very surprised if someone found a Mudbath pro for legit no markup or dealer add ons. Atleast on the east coast.

Seems like it’s an East Coast thing. I have a Black on Black for MSRP here in Montana and I believe @Mudbath got his Mudbath for MSRP outside of Seattle.

 

[Undisputed_0369]

Seems like it’s an East Coast thing. I have a Black on Black for MSRP here in Montana and I believe @Mudbath got his Mudbath for MSRP outside of Seattle.

Nice ! I’m glad you got a good deal on yours. I guess i should’ve considered out West ! lol I just want to get this thing in my garage already so i don’t keep second guessing if i got a bad deal or not.

The one thing i don’t want for sure is the side body moldings, the dealer said they can take them off when It arrives to them.

 

[zgreen]

Nice ! I’m glad you got a good deal on yours. I guess i should’ve considered out West ! lol I just want to get this thing in my garage already so i don’t keep second guessing if i got a bad deal or not.

The one thing i don’t want for sure is the side body moldings, the dealer said they can take them off when It arrives to them.

Thanks man! I actually saw it coming into town on a car carrier late this afternoon, so I hope to get a call tomorrow that its ready for pick up.

Congrats on yours as well! When is it supposed to arrive? Glad the dealer has agreed to remove a few things for you. If it hasn't arrived to the port yet, dealers can 100% get PIO's removed and added. I did that for mine and got it optioned up with PIOs that I wanted. Good luck!

 

[Mudbath]

There are plenty of all flavors available with no mark-ups, although most rigs will have PIO's installed (stuff like Badge Inserts: Matte Black | Badge Overlays- Fr TOYOTA Matte Black | Carpet Cargo Mat | Carpet Floor Mats | Digital Key Capability | Door Edge Guards | LED Liftgate Light etc.)

If you are buying from one of the "cartel" regions:

Southeast Toyota (Alabama, Florida, Georgia, South Carolina and North Carolina)

or

Gulf States Toyota (Arkansas, Louisiana, Mississippi, Oklahoma, and Texas)

Expect to pay for forced options like nitrogen in the tires, bald eagle tears in the wiper fluid bottle, and spendy iPhone/iPad "Connection Kits."

If anyone needs help finding a truck let me know, I've built some data visualization tools and am happy to help.

 

[hbc07]

A few weeks ago Toyota of Dallas had a $20k "market adjustment" on an ORP they had in stock. Had a dealer down by Houston laugh at me when I said I wanted to pay sticker after he quoted me a $10k "market adjustment". Placed my deposit 30 minutes afterwards at Fowler Toyota (which is 1.5 hours closer to me) for sticker. Can't believe dealers have the gumption to add these fees, but then that so many people still appear to pay those fees.

 

[Crankpin]

I found my deal in Louisville, KY. One of the members here also, he drove from Charleston, SC, 600+ miles to buy.
Dealer : Toyota of Louisville, KY. I drove there from my home in central FL, and drove it back, after trade and deal.
You can also fly in, make the purchase, and have them ship it. I did that with the dealer in VA a few years ago.
The KY dealer only charged me $500.00 over the MSRP for get ready, etc. The $500 Military discount negated that charge.
V