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.

 

[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?