I just made a deal on a 2004 Limited (it's due to be delivered tomorrow) for $550 over invoice, with no argument (probably could have done a little better considering how easy it was). This is about $3500 off MSRP.
CarsDirect.com lists any Limited for $700 over invoice in my area (Atlanta) so you know, with the commission the dealer has to pay CarsDirect, that the real going price is about $500-$550 over invoice.
Again, some hard bargaining could bring it lower since sales are very slow right now and the 4Runner isn't exactly the hottest thing going with all the new SUV models being introduced by American manufacturers -- and their big incentive programs.
The biggest problem right now (mid-October) is that 2004 4Runner inventory is still small and choices (colors, options) are limited as a few new vehicles come in about twice a month on trucks. The biggest high-sales dealers get the most allocation. Full inventory won't be achieved until about Christmas or New Years.
The secret to getting the best price with little or no negotiation is to work with the Fleet Manager or Internet Sales Manager. They don't work on commission, don't play games, can make decisions instantly, and are a pleasure to work with. In fact, in most cases, almost everything can be handled over the phone and via fax/email.
And financing / lease deals are good too, if you work with the manufacturer's or distributor's finance companies. Credit unions offer reasonable deals (not always better, however) on loans, but many don't offer leases. Most banks do not offer leases directly to consumers anymore.
If you are considering leasing, it's easy to make mistakes and difficult to determine what's a good deal and what isn't. Go to
LeaseGuide.com for some helpful tips and advice.