Did Toyota screw themselves by announcing 2020 TRD Pro too early?

[Veet Skeet]

I have been thinking about this subject a lot recently, with the news of the 2020 TRD Pro lineup and upgrades coming to us a couple weeks ago.

Tacoma refresh with tons of tech upgrades, Sequoia add, 4Runner getting TSS, a bigger infotainment screen with Apple Car Play and Android Auto. And biggest news IMO, army green coming to the lineup.

Here in SoCal, I have been seeing all these Toyota dealerships trying to sell PROs at MSRP all of a sudden. I can't help but think that they are trying to dump these things as fast as possible because they know people want the army green color and all the upgrades coming throughout the lineup. Funny how Pros used to sell for at least $5k markup (more like $10-15k markup) here in SoCal, all up until the 2020 Pro news got released.

What do you guys think? Did Toyota announce this too early? Will these 19 Pros start sitting everywhere into later this year (even into next year)?

 

[Bayou_Pro]

Here in SoCal, I have been seeing all these Toyota dealerships trying to sell PROs at MSRP all of a sudden. I can't help but think that they are trying to dump these things as fast as possible because they know people want the army green color and all the upgrades coming throughout the lineup. Funny how Pros used to sell for at least $5k markup (more like $10-15k markup) here in SoCal, all up until the 2020 Pro news got released.

More like they are running out of suckers (aka Stupid People) that would pay $10-15K over sticker for anything much less a Toyota.

I'm sure the announcements of the upgrades hasn't helped sales though.

 

[Throwback]

I can't understand putting off purchasing a truck just because next year the radio screen will be bigger. Maybe a small fraction of buyers are doing what you say, but the majority of people decide they need/want a car and go buy one.

I guess TRDPRO people are different though.

 

[JP421]

I can't understand putting off purchasing a truck just because next year the radio screen will be bigger. Maybe a small fraction of buyers are doing what you say, but the majority of people decide they need/want a car and go buy one.

I guess TRDPRO people are different though.

Depending on how long the wait is, I would have definitely considered it.

I absolutely hate the entune system I have. I hated it in my subaru and I still hate it now.

 

[97BlackAckCL]

I had the same thought, given that several members on here have said that they had ordered and cancelled their orders for 2019's in order to wait for the 2020's I'd say that this is a very real possibility as to why the 2019's are magically being brought back down to earth (MSRP)

 

[Throwback]

Depending on how long the wait is, I would have definitely considered it.

I absolutely hate the entune system I have. I hated it in my subaru and I still hate it now.

Yeah I hate mine too. The fact is whatever touch screen radio you get in your car will be outdated in two years just like your cell phone.

I would pay a premium for a radio delete option since I plan to keep my 4Runner for many years.

I'd love if Toyota would offer kind of a clubsport type package with all the good 4x4 bits but rubber floors, basic no-screen radio, and vinyl seats.

 

[Riders of Lohan]

No, I do not think the worlds largest auto manufacturer screwed itself by possibly having some of its most expensive package on one of its SUVs possible have to sell at or under MSRP for a few months

 

[Mutant138]

More like they are running out of suckers (aka Stupid People) that would pay $10-15K over sticker for anything much less a Toyota.

I'm sure the announcements of the upgrades hasn't helped sales though.

We would all like to think they are running out of suckers. My guess is that the current model pro's take up lot space for the new pro which they can mark up further. They are just purging inventory to get room for the bigger sales.

 

[mteolus]

Sales numbers were probably already slowing some especially since the 6th gen still seems a long ways away.

Also I think certainly colors demand a higher price in the TRD Pro such as the new blue whatever paint job they have as opposed to white or black which you can get in a TRD OR.

 

[MADRunnerAdventure]

I think the only saving grace is the premium color other than that theres no point.

 

[Veet Skeet]

More like they are running out of suckers (aka Stupid People) that would pay $10-15K over sticker for anything much less a Toyota.

I'm sure the announcements of the upgrades hasn't helped sales though.

This too ^. I have not seen many people spending that type of money on Pros as of late as much. Although, I did see the first few Voodoo Blue Pros in all models fly off the lots for markup around me prior to the 2020 announcements. Now I see them sitting.

I can't understand putting off purchasing a truck just because next year the radio screen will be bigger. Maybe a small fraction of buyers are doing what you say, but the majority of people decide they need/want a car and go buy one.

I guess TRDPRO people are different though.

Not only a bigger screen. Apple Car Play/Android Auto capability. Probably/hopefully a better entune system (God knows I hate mine). Toyota Safety Sense. And Army Green which is highly coveted by many in the Toyota world.

Depending on how long the wait is, I would have definitely considered it.

I absolutely hate the entune system I have. I hated it in my subaru and I still hate it now.

Agreed. Mine has been extremely finicky. From fastforwarding/skipping my bluetooth audio, disconnecting bluetooth phone calls, etc. I need a remedy for this.

I had the same thought, given that several members on here have said that they had ordered and cancelled their orders for 2019's in order to wait for the 2020's I'd say that this is a very real possibility as to why the 2019's are magically being brought back down to earth (MSRP)

I feel as though most people who are in the market for a Pro can wait and are usually very patient and thorough with their purchases.

No, I do not think the worlds largest auto manufacturer screwed itself by possibly having some of its most expensive package on one of its SUVs possible have to sell at or under MSRP for a few months

I'm not saying that they're stupid. I just don't recall them announcing something like this so early. Yeah, they make a killing on the amount of sales of 4Runners as of late, but I felt as though they ripped themselves of a good amount of potential money by announcing all this big news so early. Just my opinion though, I could be totally wrong here.

We would all like to think they are running out of suckers. My guess is that the current model pro's take up lot space for the new pro which they can mark up further. They are just purging inventory to get room for the bigger sales.

Yeah the suckers that pay the crazy prices are what screws everyone else over because now dealers would rather wait for some dude who doesn't know what they're doing to buy at markup than sell to us at MSRP or below.

Sales numbers were probably already slowing some especially since the 6th gen still seems a long ways away.

Also I think certainly colors demand a higher price in the TRD Pro such as the new blue whatever paint job they have as opposed to white or black which you can get in a TRD OR.

I think the only saving grace is the premium color other than that theres no point.

Well Toyota steadily increased the prices for the Trail/TRD OR over the years. I remember the 2014 refresh, it was $35k for Trail and $38k for Trail Premium with some leeway for negotiation in there. Now, TRD OR without any add ons or options is $39k, and the TRD OR Premium starts at $41k. And before 2019, the Pros were at $44k. Only $2-3k difference between TRD ORP and Pro, and you could get all the black out trim, grille, the suspension, wheels, tires, shift knob, etc. That's why I got my Pro, even though it was white. Exclusive colors do keep their value though.

 

[TeamHeq]

Yeah I hate mine too. The fact is whatever touch screen radio you get in your car will be outdated in two years just like your cell phone.

I would have to disagree with your outdated in 2 years opinion. The stereo may be outdated as in screen resloution/quality of the screen. But, since it has CarPlay it should be able to update to the latest CarPlay OS when Apple pushes updates out. Last year, apple allowed 3rd party apps like Google Maps and Waze into CarPlay.

I'm one of those that cancelled my 2019 TRD Pro pre-order (would've received it this month!) and told my dealership to transfer that for an Army Green 2020. The color was the main reason, but I was looking at getting a CarPlay/Android Auto head unit anyway. So that and the safety features were a bonus. Let's face it, a TRD Pro is damn near $50K and what they were including from a technology aspect, it's almost laughable.

I understand some people just like the basics... if it's broken, don't fix it. And all that extra "tech" is more of a hassle and more prone to break (e.g. don't need the safety features, keyless start, or CarPlay). But, I generally keep my vehicles for a long time and if I would've bought the 2019 4Runner, I'd be kicking myself everytime I saw an army green 2020. Plus, the Entune radio system will feel very outdated 10 years from now.

Hopefully Toyota offers some sort of headunit upgrade to the 2020 CarPlay systems, similar to what Mazda is doing. They're supporting vehicles that go back to 2014! Mazda Announces Extended Availability for Smartphone Integrations | Inside Mazda

 

[nimby]

I don't think so.

They announced the changes to the 2019 Pro this time last year. I don't think that had much of an effect on 2018 Pro sales.

Yes, there are different features offered for the 2020, but for as many people who will wait for one with the new tech, there will be as many people going out to buy the current model because they like the old tech.

 

[Jetboy]

This is not sustainable:

I don't know how this impacts TRD Pro sales or 4Runner sales, but I have to think overall sales volumes will drop at some point. Probably soon.

 

[Veet Skeet]

I would have to disagree with your outdated in 2 years opinion. The stereo may be outdated as in screen resloution/quality of the screen. But, since it has CarPlay it should be able to update to the latest CarPlay OS when Apple pushes updates out. Last year, apple allowed 3rd party apps like Google Maps and Waze into CarPlay.

I'm one of those that cancelled my 2019 TRD Pro pre-order (would've received it this month!) and told my dealership to transfer that for an Army Green 2020. The color was the main reason, but I was looking at getting a CarPlay/Android Auto head unit anyway. So that and the safety features were a bonus. Let's face it, a TRD Pro is damn near $50K and what they were including from a technology aspect, it's almost laughable.

I understand some people just like the basics... if it's broken, don't fix it. And all that extra "tech" is more of a hassle and more prone to break (e.g. don't need the safety features, keyless start, or CarPlay). But, I generally keep my vehicles for a long time and if I would've bought the 2019 4Runner, I'd be kicking myself everytime I saw an army green 2020. Plus, the Entune radio system will feel very outdated 10 years from now.

Hopefully Toyota offers some sort of headunit upgrade to the 2020 CarPlay systems, similar to what Mazda is doing. They're supporting vehicles that go back to 2014! Mazda Announces Extended Availability for Smartphone Integrations | Inside Mazda

People seem to not be so receptive to the Voodoo Blue in general from what I have seen/heard, especially coming off having Cavalry Blue (which is more popular IMO) the previous year. That Army Green is going to get a lot of people overpaying though. People have been begging for that color for a while now.

I don't think so.

They announced the changes to the 2019 Pro this time last year. I don't think that had much of an effect on 2018 Pro sales.

Yes, there are different features offered for the 2020, but for as many people who will wait for one with the new tech, there will be as many people going out to buy the current model because they like the old tech.

I figured the reason why the announcement last year didn't make a difference was more so in the color (Cavalry > Voodoo). Yeah, Fox shocks and a moonroof option definitely was a nice addition, but the roof rack and upped price I feel like made people stand pat a bit more as well, along with a less desirable color in Voodoo. The 2020 appeal is more so in the army green offering, as well as push button start and new infotainment system. I am just wondering what the MSRP is going to be on the 2020 since it has more improvements/tech.

This is not sustainable:

I don't know how this impacts TRD Pro sales or 4Runner sales, but I have to think overall sales volumes will drop at some point. Probably soon.

4Runner/Tacoma and even to some degree the Tundra have been more popular over recent years. I am wondering how long this trend of the Toyota truck line is going to last though. Also, waiting to see when they're going to bring out a new 4Runner after having this platform for almost 10 years.

 

[TheNormsk]

Yes, there are different features offered for the 2020, but for as many people who will wait for one with the new tech, there will be as many people going out to buy the current model because they like the old tech.

Im one of those that decided to buy the 2019 (Limited, nor Pro) simple because I didn’t want the new tech.

I actually like the head unit and it had more than enough tech for me in it (I’m coming from a 2008 car that only had a Aux input - though it sounded good) so I’m used to doing everything through my phone.

I find it responsive and has just what I need and nothing more. If you want to talk garbage you should use a 2016 Honda Pilot infotainment system. That put me off modern tech for life....



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[Quentin]

This is not sustainable:

I don't know how this impacts TRD Pro sales or 4Runner sales, but I have to think overall sales volumes will drop at some point. Probably soon.

2 things about that chart. They chopped the bottom $650B off the chart. That makes the loan volume look like it increased by 5x at first glance versus 2x. Second, if the economy didn’t collapse in 2007/08, there is likely that huge hole filled in and not quite as much today loan volume held today. Car sales were artificially strong the past 5-7 years due to the crash in 2007/08. Pent up demand and loans come with that. I think we will see that number taper off considerably in the next 5 years because the overall SAAR will normalize.

Not to say that everything is all roses, btw. The average loan pushing out to 6 years is pretty bonkers, but that graph paints it a little gloomier than it is.


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[83Mule]

I paid mine off in 3 years to the day.......feels good to drive a still fresh Truck (33K) that is paid for!

 

[Jbellah]

A lot of you are going to shit yourselves if that 2020 army green msrp is at 50k and then markup is well near 60k. Going to wish you didn't cancel your 2019 order. Also we dont want the 2020 to affect sales now because if it does that makes every year model drop in what they are worth. When I bought my 2017 grand sport corvette brand new it was priced at 81k i bought it for 68k only had it 5 months. I put 300 miles on it and when I traded it in I could only get 57k. corvette world sold it for 62k. Boggled my mind how they can sell for 81k at one point and it wasn't even a year old and dropped 20k.

 

[JosephD]

Remember when Detroit (and the gov.) decided to make cars smaller and force customers to downsize, to drive fuel-efficient small vehicles? That is when car buyers started buying trucks instead of cars to get a full-size vehicle. At that time trucks were work vehicles, now they are luxury vehicles loaded down with options instead of cargo! The Ford F150 was the standard basic pickup, until Toyota started building full sized pickups! Now automakers like Ford and to some degree Toyota, are even eliminating small sedans altogether because of the popularity of the SUV. Whatever happened to the gas shortage of the 70's? Then around 2010 gas prices in the U.S. only went above $4.00 for a short while and the gasoline industry realized at that point Americans started ditching their gas hogs. Once gas prices dropped, sales of plus-sized vehicles rose. Ford even created the F350. As long as gasoline hovers around $2-3.00/gal. I think the luxury truck era will continue.