Went to two Toyota Sunnyvale and Stevens Creek Toyota yesterday to look at some trucks. Been toying with the idea of maybe trading up for something different. And well in short, I am very happy with the two Toyotas I have now. Tacoma, Tundra, and 4Runner were all marked up $2500. I saw a Land Cruiser Heritage Edition and a Sequoia Platinum that weren't but I figured it's because they are so expensive to begin with.

So what gives? Is this just a Bay Area thing or is this BS happening everywhere else too? I remember them marking up TRD PROs and the LC200 Heritage Edition but never the entire lineup. I think even Venture Editions were marked up in the summer.

supply and demand?

the new import and export fees?

tariffs?

Weird with Stevens Creek. I've been looking online at the North Bay, East Bay, and upper part of the Peninsula and haven't seen that. Except for two TRD PROs marked up $5,000, all the 4Runners at SF Toyota are marked down $900 or so. (There is a Nightshade marked down $8,200, but I suspect that is an error.)

It's the bay area. Everything's marked up.

I was thinking imports but Tundra is made in Texas. So I don't think that would cause them to mark up all the trucks.

Maybe 4WDs are just getting really popular now because of the pandemic?

I have generally heard good things about Toyota San Francisco but it's a bit too far from me. But yeah most of the South Bay Toyota dealerships seem to be jacking up prices on all the 4WDs. Just seems kinda ridiculous. I mean, I've been a Toyota truck enthusiast for a really long time, but mark ups on an already old lineup is insane. I mean the newest 4WD is the Tacoma and that came out in 2015 for the 2016 model year.

Tundra is still pretty much the same model from 2007
Sequoia is the same since 2008
4Runner is still the same since 2010
Land Cruiser since 2008

Hard to justify with a markup on top of that.

ya got that right! Don't ever remember it being this bad though.

FWIW and for future reference: Capitol Toyota has three or four TRD ORPs listed online with an MSRP of $52,649. My wife clicked the ePrice button and received a reply specifying a dealer discount of $5,995 for a net price of $46,654... which is the actual MSRP when I looked it up. Piercey Toyota doesn't show the same markups, but don't bother clicking the ePrice button there. The sales associate who responded wouldn't give her a price and kept insisting that she come in for a test drive. Not sure I like how these places do business, so I doubt we will look at anything in or right around San Jose.

WC Toyota charged my daughter $300 to change the battery on her FJC 2 years ago.

I don’t buy cars here. Drive to Roseville or something.