The New 4Runner's Pricing: A Closer Look

[Rubicon2Runner]

With the latest 4Runner pricing now available, there's been considerable discussion about its high cost, especially for the Trailhunter trim. However, when considering the context, these prices aren't entirely surprising.

Over the past five years, we've experienced around 20% inflation, and vehicle prices have followed a similar trajectory. The new 4Runner represents an entirely new platform that significantly improves upon its predecessor. I was concerned they might price it closer to $85 or 90K. At $66,900, the Trailhunter value becomes clearer when you break down the costs.

Let me share a personal perspective based on my experience with a Jeep Wrangler (JK):

When we purchased our Rubicon in 2015 for $51,000, we gradually added numerous aftermarket modifications:

• Lift kit: $3,600
• Larger tires: $2,500
• Regearing: $1,600
• Programmer: $450
• Custom rims: $1,700
• Onboard air compressor and mount: $950
• Steel bumpers: $2,000
• Roof rack: $1,200
• Rear lights: $250
• KC Gravity Pro LED lights: $1,200
  (I've left out steering upgrades, ball joints, shocks, stabilizer...at another $3K if you want...)

A key difference with the Trailhunter is comprehensive OEM warranty coverage. With aftermarket modifications, you're typically responsible for shipping parts back, reinstalling, and managing any warranty claims—which adds both complexity and expense.

Let's do the math:

• Base 2015 Rubicon: $51,000
• Modifications (adjusted for inflation): $30,540
• Total comparable build: $73,310

Use current Jeep JL pricing, you're easily looking at $90K+.

Considering production efficiencies and the comprehensive nature of the Trailhunter package, the $66,900 price point suddenly seems not just reasonable, but potentially attractive for what you're getting.

We'll probably still get larger tires and rims. But w/33s we won't feel the urge real soon. We'll likely do Goosegear and other upgrades first.

Note: Realized I'd forgotten to include full set skit plates: Add $1,600 plus shipping & installation

 

[JenningsESQ]

Lots of good points and perspectives in your analysis. I think with any new generation and the inevitable price rise, people always like to gripe. It's natural human behavior. Inflation has affected the 4runner price just like it has for Bronco and Jeep Wrangler. I think the fact that the cheapest 2025 4Runner is so close to 2024 pricing is already a win.

Definitely tons of built in value to the top off-roading trims Trailhunter and TRD Pro. They're turn key builds for off-roading / overlanding, with factory warranty to boot.

Sounds like you'll be buying the Trailhunter @Rubicon2Runner?

 

[andim]

I expected the trailhunter to be around 73k based on the Landcruiser first edition being 76k. The Landcruiser has full time AWD and rock rails as the only real advantages over the Trailhunter. the trailhunter has better suspension, more ground clearance, light bar and a funny snorkel. The rest is all the same.
To be honest, i thought I would not buy a 4runner due to the lack of a full time AWD compared to the Ladcruiser. But with the prices of the Trailhunter or the TRD pro being a few thousand below the Landcruiser when you equip it with tires and skid plates the Trailhunter becomes interesting again to me. And if you spec a TRD off-road premium it might be even more interesting. Haven't looked carefully into that yet.

 

[Rubicon2Runner]

Sounds like you'll be buying the Trailhunter @Rubicon2Runner?

Right now, I would say we're 75% likely to go Toyota, Trailhunter either Tacoma or 4Runner. Come Spring, we'll do a fresh assessment of where Jeep may be, and test drive both Trailhunter platforms before making the decision. But, definitely leaning heavily in one direction...

 

[Salukidawg]

Despite the complaints on pricing and I’m right there with you all. I think that Toyota is offering a lot of value with the upper trims compared to building these up in the aftermarket. I also believe that these new gen 4Runners will hold their value in the used market over time just as the previous generations have. I wish I didn‘t have to pay more for the new gen, and while I technically don’t have to and could just hold onto my 2017 4Runner, I’ll most likely hold my nose and pony up for the new model and enjoy all the new features of a completely redesigned platform.