2020 Price increase wow!
 

From carsdirect

At the entry-level, the 2020 4Runner SR5 will start at $37,140 with destination, a relatively modest $735 increase compared to last year's MSRP of $36,405. The SR5 Premium has been priced at $40,335, $2,100 more than it did before. The TRD Off Road and Off Road Premium are rising $1,280 and $2,100, respectively.

At the top of the range, the TRD Pro has been priced from $50,885 with destination, a price increase of $2,975 compared to the previous year's sticker price of $47,910. That will make it the most expensive 4Runner you can buy, even pricier than the Limited Nightshade Edition ($49,780 for the 4x4).

You get some additional features -safety sense etc but anyone else surprised, especially since last years price increase on the TRD Pro??

Hmmm...you can buy a very nice lightly-used Lexus GX for some of those prices....

I'm usually not one to complain about price increases due to advancements in technology, but we're talking about Toyota here. Holy ****ing shit, $3000 increase? If this was a complete redesign I'd be more forgiving, but come on now.

Toyota bean counters must be sitting in a meeting room going "**** it, just jack it up and we'll see how far we can push them"

Might be able to grab a new one if you time it right. Lol.

It's definitely time to start thinking Lexus GX when you get to touching $50,000. I know there were slight upgrades, but they are seriously pushing it here with that price point, in my opinion. People will buy them and love em', but that's quite a jump.

For example: 2017 LEXUS GX460 LUXURY AWD SUNROOF NAV VENT SEATS 11K at Texas Direct Auto

I am sure that you can negotiate a little off that asking price....

They are certainly banking on the economy staying healthy ant they know that they can easily come off of that price if things get sketchy with the economy.
The handsomely equipped JL Wranglers are listing for that kind of money.

The bronco will be an available soon too. That should be interesting.

The price increases won't matter. Get yourself an 84 month term and you'll be alright!!! :D

Older, heavier, and costlier.

Time for a divorce.

I’m honestly not surprised, even if product doesn’t change… In my line of work we are seeing annual increases on many items from raw materials to parts which may be globally sourced from places like China where we have to deal with a tariff surcharges as implemented by the US Trade Rep.

Even the Dell PC recently purchased had a tariff based increase I noticed which is basically consumer goods. Really its not like anything has gotten cheaper over the years... budget a couple points for inflation as years go on. Even with cost of living and wage increases, company costs go up, so does the cost of goods. Toyota isn't running a business to do us favors.

Could they be setting the stage for “unheard of” rebates when these need to be dumped off just prior to the redesign hitting the dealer lots? :popcorn: Until then, the increase will push resale in to the astronomical IMO. Looking at close to a $3500 (nearly 10%!!!) increase in MSRP since I bought my 2018. Thinking my wife’s SR5 Premium mall crawler (absolutely new condition) with just 7,800 miles on the clock would be priced okay as a CPO on a dealer’s used lot at $36,000 which is damn close to what I paid for it before taxes and DMV fees. But compare it to a new one at $40,500 or whatever they’re asking and it doesn’t seem so crazy. Thanks Toyota!

Precisely why I bought a 2019.

Didn't want pushbutton start or any of that Safety Sense garbage. The $1280 discount was just a bonus.

Same here. Sooo glad now I didn't wait for the 2020, though the green was tempting. Got mine for 42k before down payment+trade in. That fancy tech is just that; fancy tech.

Seriously, 10 year old platform, no "new" tech, adding more unreliable electronics, and higher cost. I guess you have to pay for all those airbag recalls somehow, since Takata is belly-up. But hey CarPlay/AndrAuto!

Yeah the TRD Pro lineup was getting pretty stale and some were sitting on lots for months. Now with the "new" upgrades I'm sure it'll give dealers a reason to charge a premium. That and you know Army Green will be a popular color.