Pricing over the years (not definitive)

[Nodak]

just a short quick hash up of pricing over the years. numbers may not be precise or accurate except for 2025 numbers, so dont go trying to murder me please

cheapest sr5 2wd base price
YEAR PRICE
2025 $ 40,770.00
2024 $ 40,705.00
2023 $ 40,155.00
2022 $ 38,105.00
2021 $ 37,015.00
2020 $ 36,640.00
2019 $ 35,455.00
2018 $ 35,905.00
2017 $ 34,210.00
2016 $ 34,010.00
2015 $ 34,110.00
2014 $ 33,680.00
2013 $ 31,490.00
2012 $ 31,090.00
2011 $ 30,305.00
2010 $ 27,500.00
2009 $ 28,640.00
2008 $ 28,145.00
2007 $ 27,635.00
2006 $ 27,635.00
2005 $ 27,795.00
2004 $ 27,270.00

limited 4wd base price
year price
2025 $60,200.00 (this is the HV price, gas FT4WD is 57k, 2WD is 55k)
2024 $51,335.00
2023 $52,760.00
2022 $50,900.00
2021 $47,705.00
2020 $47,020.00
2019 $45,660.00
2018 $46,390.00
2017 $46,204.00
2016 $44,360.00
2015 $43,705.00
2014 $44,260.00
2013 $41,030.00
2012 $40,630.00
2011 $40,435.00
2010 $39,800.00
2009 $39,360.00
2008 $36,975.00
2007 $37,230.00
2006 $37,190.00
2005 $36,345.00
2004 $35,820.00

 

[dirtwheeler]

It would be interesting to show how this compares with national inflation numbers

 

[Dead Horse]

In 2025, IT jobs hire n00bs for less money than they hired n00bs for in 2005.

 

[dirtwheeler]

Looking at these numbers since 2004, the price increases are not terrible IMO. I know I'm in the minority and there's plenty of people that think a $60K 4Runner marks the end of times, but it looks like there's at least a few other people buying these things . There's also been significant improvements in the 4Runner over the years that accounts for a subjective increase in value (that I'm not attempting to figure into my napkin sketch calculations). If you average the base and limited numbers each year (provided by @Nodak ) and look at the expected year to year change based on US inflation (https://www.investopedia.com/inflation-rate-by-year-7253832), compare to actual cost increases, and look at the difference, you'll see that Toyota actually decreased pricing adjusted for inflation for most year to year comparisons (changes not accumulative since 2004). 2025 is a notable exception, but is also a new model year, and again it's hard to quantify subjective value change.

If you start at 2004 and just care about tracking expected cost change since that year, you see that you are paying an average of $2,750 less for a 2025 than you would expect to pay following inflation since 2004 (just using my crude/quick calculations). I owned a 2003 4Runner Limited and have driven a 2025 4Runner Sport (and driven a 5th generation). My plan is to buy a 2025 Off-Road Premium.

IMO, a lot of the comments you see about 4Runner being overpriced are a little overhyped. But I get it. I'd rather pay half the price for my 4Runner too and it's hard to square up inflation, supply and demand, product changes (technological, environmental laws related, etc.) and other pressures increasing the costs of these vehicles (it's not just Toyota). I don't think there's need to mention all the differences and how these vehicle have improved between 2004 and 2025 (or arguably gotten worse in some ways as I know how some people feel).

From my personal perspective and limited experience and research, the 6th generation 2025 is a much better vehicle than the previous generations, and the price adjustments are not surprising given the capability differences and inflation. Despite what you read in other places about the 2025 4Runner being an overpriced 4 cylinder turbo with a lot of plastic and unproven reliability, a lot of people have reached the same conclusion I have. In the city I live, there are numerous older generation 4Runners that I've seen sitting on lots and in FB Marketplace ads for months (many with very low mileage), while there are waiting lists to get a 6th generation. This doesn't take away from what a great vehicle the previous generations of 4Runner still are. I struggled between getting a 5th gen versus waiting for a 6th gen myself.

Anyway I was curious enough to run some quick numbers. Sharing here in case anyone else finds this interesting...

Note: some cells are grayed out due to missing data. I just used the years provided by @Nodak. As he pointed out, there can be mistakes in the data provided, as well as mistakes in my calculations. I don't think I can post the spreadsheet, so I just posted an image/screenshot. There are also some surprises in some of the year to year differences (to me) that I'm not attempting to track down (like why the price of a limited went down between 2023 and 2024).

Edit: There was a mistake in the calculation of the last column which has been updated and corrected in the image. The previous image factored actual cost changes while the intention was to baseline on the year 2004 and increase by inflation every year thereafter, which it now does. I also highlighted the cells that are most interesting to me as you try to normalize and make sense of these number (differences from 2004 costs - actual versus expected, based on inflation).

 

[Nodak]

from going by your last 3rd to last column, the + increase in price are usually during

edit : since the reference post above has been corrected for the last column, my post no longer applies to the last column but now to the 3rd to last column now.

1. refresh of a model year
2. new gen release

2009 was when 5th gen released
2014 was the refresh year for 5th gen

2020 and 2022 they had some quality of life addtions that drove up cost

and the big drops are usually just before a new gen model was released to clear out inventory

2007/2008 just before 5th gen in 2009

2013 just before the refresh 5th gen

2023/2024 just before 6th gen release in 2025

 

[BigWheelAtTheCostco]

I may be in the minority here but is anyone else concerned about the 26 model and those after seeing much steeper increases due to possible tariffs? I’m targeting a 25, but that’s largely why. Automobiles may be much more this time next year.

 

[dirtwheeler]

from going by your last column, the + increase in price are usually during

1. refresh of a model year
2. new gen release

2009 was when 5th gen released
2014 was the refresh year for 5th gen

2020 and 2022 they had some quality of life addtions that drove up cost

and the big drops are usually just before a new gen model was released to clear out inventory

2007/2008 just before 5th gen in 2009

2013 just before the refresh 5th gen

2023/2024 just before 6th gen release in 2025

There was a mistake in the calculation of the last column which has been updated and corrected in the image. The previous image factored in actual cost changes while the intention was to baseline on the year 2004 and increase by inflation every year thereafter, which it now does (updated).

Interestingly, Toyota has consistently priced the average of these two trims lower than inflation over the years.

 

[dirtwheeler]

I may be in the minority here but is anyone else concerned about the 26 model and those after seeing much steeper increases due to possible tariffs? I’m targeting a 25, but that’s largely why. Automobiles may be much more this time next year.

It's hard to tell how the proposed tariffs will effect Japanese imports... but yes, it's crossed my mind a few time. A significant price increase right now would mean I would wait on purchasing a new 4Runner. I'm fine with the current prices, but adding another $10K+ would be a dealbreaker for me. I know the breaking point is a little different for everyone.

 

[Dead Horse]

I may be in the minority here but is anyone else concerned about the 26 model and those after seeing much steeper increases due to possible tariffs? I’m targeting a 25, but that’s largely why. Automobiles may be much more this time next year.

Nope.

If that happens and I haven't bought yet...I simply won't buy one. Sh*t costs too much already.

 

[Nodak]

funny that toyota has a big presence in usa for local manufacturing compared to the domestics that farm a lot to canada or mexico. toyota farms some out to canada and mexico but has moved a lot to usa plants except for those coming from japan.

but from what i saw nothing has specifically mentioned japan in tariffs yet.

 

[Nodak]

There was a mistake in the calculation of the last column which has been updated and corrected in the image. The previous image factored in actual cost changes while the intention was to baseline on the year 2004 and increase by inflation every year thereafter, which it now does (updated).

Interestingly, Toyota has consistently priced the average of these two trims lower than inflation over the years.

well i guess i need to edit my post to use the 3rd from last column now.

 

[dirtwheeler]

well i guess i need to edit my post to use the 3rd from last column now.

I figured some of differences would be related to the different generations, but I wasn't aware of the "refreshes" and other changes. Sorry to hose up the table!

The most interesting thing to me is seeing the inflation effect year to year and then comparing to actual changes, but it's all context dependent. My intuition was that Toyota had increased prices beyond inflation (I'm guessing most people think that). You can always pick and choose your data to lie with stats, but this particular data set is kind of interesting (to me). It makes me feel a little better about the current SRPs.

It's also crazy to see an accumulated 19.8% inflation between 2021 and 2024.

 

[Twomstone]

It's not models like the SR5 people are talking about when referencing the big price jumps. It's ones like the pro jumping up 12k in one model year.

Also, I hate the argument about the improvements. "Yeah well it's got the best fox shocks, a much bigger screen, better tech etc". The old gen when it came out had equivalent top line stuff at the time too. You don't see average TVs from today cost 10k from all the improvements and size accumulating linearly over time.

 

[GoBirds]

@dirtwheeler I'm in agreement with your analysis and overall conclusion.
I just get frustrated because as I'm shopping it against vehicles like the Traverse, Explorer, Pilot I see that I can easily get what seems like a lot more... leather, premium sound, panoramic sunroof, etc. for thousands less.

 

[LLL1990]

@dirtwheeler I'm in agreement with your analysis and overall conclusion.
I just get frustrated because as I'm shopping it against vehicles like the Traverse, Explorer, Pilot I see that I can easily get what seems like a lot more... leather, premium sound, panoramic sunroof, etc. for thousands less.

This isn't what a 4Runner is about, you should be looking at Highlanders. The 4Runner has off road capabilities that would literally break those other 3 you're cross shopping.