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

[Henry]

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.

 

[ModernDay4Runner]

The dealership near me in Hampton Roads VA is selling at MSRP. Other dealerships in Northern VA have made the same offers to me.

 

[Stormie_SS]

There's some dealers here in northern VA that are adding $5,000 mark up to theirs. These same dealerships had the Tacoma Pro and Trailhunter with $10k-20k mark ups just a few months ago. Ourisman Chantilly and Ourisman Fairfax. The Chantilly one currently has a TRD Sport Premium allocated and with the mark up it's listed at $62,975.

 

[Henry]

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.

 

[kekecarioca]

Crazy, but not surprising....Hope they chill out soon as more and more units arrive...

 

[BG1]

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.

It would be interesting to differentiate between dealers' markups and vehicles loaded with extras for the first allocations.

 

[MudBug64]

I recommend folks to shop around. I’ve bought cars in different states with no problems. Do not give a deal to a dealer doing this. It will only support gouging tactics. They should know better.

 

[DustyLens]

Vote with your dollars.
I'm prepared to wait for a 2026 hybrid anyway.

 

[BG1]

For a multitude of reasons, waiting for the 2026 models is a very good idea.

 

[Rock Doc]

There's some dealers here in northern VA that are adding $5,000 mark up to theirs. These same dealerships had the Tacoma Pro and Trailhunter with $10k-20k mark ups just a few months ago. Ourisman Chantilly and Ourisman Fairfax. The Chantilly one currently has a TRD Sport Premium allocated and with the mark up it's listed at $62,975.

Seems Ourisman love the mark up checkout Alexandria Toyota they were listing Tocomas at MSRP.

 

[ModernDay4Runner]

There's some dealers here in northern VA that are adding $5,000 mark up to theirs. These same dealerships had the Tacoma Pro and Trailhunter with $10k-20k mark ups just a few months ago. Ourisman Chantilly and Ourisman Fairfax. The Chantilly one currently has a TRD Sport Premium allocated and with the mark up it's listed at $62,975.

My Mama told me......you better shop around.

The older folks might get that quicker than the younger crowd.

 

[Stormie_SS]

My Mama told me......you better shop around.

The older folks might get that quicker than the younger crowd.

Oh, I already have my deposit at a dealer that is MSRP but I'm also willing to travel far and wide for exactly what I want. I started watching and tracking which dealerships had markups as soon as the Tacoma Pro and Trailhunter came out to get a feel for where I would buy.

 

[BG1]

Oh, I already have my deposit at a dealer that is MSRP but I'm also willing to travel far and wide for exactly what I want. I started watching and tracking which dealerships had markups as soon as the Tacoma Pro and Trailhunter came out to get a feel for where I would buy.

I can understand your desire to get a new 4R and that you are prepared to go where you need to get the exact model you want. We Live in NJ but purchased in NY for that reason ... it was a pain in the A.. because of NJ DMV but didn't cost any more. A previous vehicle we purchased in CT, no problems, so I support buying where you get the best deal.
What intrigues me, is that you may be prepared to purchase a vehicle without having driven it before - I hated the noise of the 4 banger in a Tacoma TRD Sport that I test drove. I just hope they added lots of sound insulation.
I'm hoping to test drive a LC 1958 because I live in a hilly snowy area and prefer Full time 4WD, over part time which our current 4R has. I would prefer a 4R Limited-Hybrid, but my wife hates sunroofs (cancer problems) and the loss of headroom inside the vehicle. I guess we don't fit the standard Toyota marketing research.