Yes, I thought it was a great price also. Really made it hard to not jump on my car buying addiction.

That seems like a great deal. Just pulled the trigger on a 2020 ORP, MSRP of $44,792, sale price of $39,000 (including incentive) plus TTL. I was happy with that...

Sounds like a great deal! Where are you located?
What do you think was your best tactic?

We picked up our SR5 Premium, out the door, for 39k in Virginia. ~42k MSPR, dealer went down to ~36.5k in price. Rest of the cost was taxes, title, tags, and their darn document fee.

This is about what I'm looking for. Anyway you have the build sheet handy? What all did it have? Was it 4x4?

What is a target price recently for a TRD Pro - not set on Army Green - probably prefer gray or white and I know that pricing varies by color.

I located in Indina, the best tactic is don't restrict search in your area, so my search area is within 500 miles, which is acceptable to pick it up and drive to home.

How do you get the price to come down? Do you bargain/negotiate, or price goes down because of current incentives?

I have 2020 TRD ORP on order and I was quoted MSRP + delivery + tax

Thanks

If it's already on order for you, it's probably too late to negotiate unless you're willing to back out in order to try to get a better price. ORPs in this region are all -$750 from the factory plus -$1500 if you're buying it and then some dealers have further discounts on top of that. Seeing them offered on dealer websites for around $1k over invoice without really trying, but also depending on what Factory/Port-installed options are included.

This might be helpful: 2020 Toyota 4Runner Prices: MSRP, Invoice, Holdback & Dealer Cost

Worked an Army Green at MSRP but it sold before I could complete the sale. Another dealer was $2k over MSRP. I would personally never pay a dollar over MSRP for a vehicle. TRD 4Runner trims are selling like crazy right now, at least in this region.

Went with an ORP instead, which they are discounting at most dealers, and saved over $10k vs the Pro MSRP, which is more than enough to match and probably exceed the Pro's upgrades. I wasn't 100% sold on Army Green anyway, it's a bit of an odd shade of green, not one I really liked the look of so much as I liked the fact of it being a unique color for one model year for resale value. imho, there's little reason to buy a Pro if you aren't getting the unique color.

I just got my ORP w/ KDSS for $41k, plus ttl in SoCal. Msrp was $46k. Deal handled through email and in the dealership for about an hour total to sign all the paperwork. I found that if you do a search on cargurus and see which ones have been on the lot for about 90 days, they will be willing to deal more. It helps that there are a ton on Toyota dealers in Socal too.

Looking at these again as my '07 is feeling really long in the tooth these days.

White ORP (no KDSS or moonroof, both of which I dont really care about tbh)

MSRP 44,008
Price before TTL: 40,210

Seems decent per this thread, might be able to get another $500 off?

What dealer? I’m in So Cal and can’t find anyone who will sell below MSRP!

The $1500 factory incentive ends today and one dealer that they anticipate something similar but he didn't know. Anyone got some early news?

This is a great incentive given COVID 19. Inventory is extremely low and the Toyota factory is running at %x lower capacity. I can assist anyone in a new Lease or Purchase.
PM me!

Well, I am answering my own question. This discount was renewed; it shows up at the Toyota website