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

[Parker516]

Where? What dealership?

Here's one I've seen -- Penn Toyota (Greenvale, NY) is marking up a 2025 4Runner TRD SPORT by $10,000!

 

[ModernDay4Runner]

Here's one I've seen -- Penn Toyota (Greenvale, NY) is marking up a 2025 4Runner TRD SPORT by $10,000!

They are the exception, not the norm..I am not familiar with Greenvale NY? A lot of rich people there? A lot of naive people there? Do you think someone will buy at that price?

 

[Parker516]

They are the exception, not the norm..I am not familiar with Greenvale NY? A lot of rich people there? A lot of naive people there? Do you think someone will buy at that price?

Oh I know. I've seen lots of dealers that have an MSRP only policy also. Just pointing out an extreme markup example. Added a screenshot above btw.

 

[andim]

Here's one I've seen -- Penn Toyota (Greenvale, NY) is marking up a 2025 4Runner TRD SPORT by $10,000!

I can only imagine how much a rip off the service at this dealer will be. If they have no shame price gouging by almost 20% then I don't believe they will give you fair quotes on repairs. I would also not expect them to be fair on issues with their service. Buyer beware.

 

[ModernDay4Runner]

I can only imagine how much a rip off the service at this dealer will be. If they have no shame price gouging by almost 20% then I don't believe they will give you fair quotes on repairs. I would also not expect them to be fair on issues with their service. Buyer beware.

You make some really good points, for sure. I would definitely not go anywhere near a dealership advertising that kind of markup.

 

[ModernDay4Runner]

I just had a dealer send me a quote for a 2025 4Runner and included was a $5,000 mark up. I told him to delete my contact information from their database as I would not be purchasing from them.

 

[eddie s]

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.

Just say no!

 

[eddie s]

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.

The Ranger Raptor is nice and no sunroof.