How much are people paying for the NEW 4Runner?

[RS89]

Bought a brand new ‘23 ORP for $3k below MSRP yesterday.

Toyota Sunnyvale is one of the only dealers in my area (SF Bay Area) not doing mark-ups and, since they’re a high volume dealer for 4Runners, were one of the dealers Toyota was extending its “at invoice” incentive to. Don’t know if Toyota extended this incentive to all dealers, with some just deciding to not pass on the savings to buyers, as I wasn’t offered this discount anywhere else.

Believe the incentive ended yesterday (7/31) and was put in place by Toyota to push out the ‘23 models to make room for the ‘24s.

 

[Pedro367]

"Port-installed options are still Toyota-sanctioned options."

If you want to believe that. The M in MSRP is manufacturer, not port.

MSRP does not stand for manufacturer-sanctioned. I called the dealer on their reprinted 2-page window sticker and their claim to sell at MSRP and they shuffled their feet about their bragging about selling at MSRP and said, "Buy it or someone else will." They never once denied my accusation.

I wasn't trying to beat them down on the price, I was only confronting them with their BS dishonesty. They acted like the kid caught with his hand in the cookie jar.

If they won't come out and tell me to my face that the total on page 2 of the window sticker is a real MSRP... then it isn't.

I also pointed out that they sell the TRD wheels for $299/each and not the $1700 for 4 that were installed at the port. More foot shuffling.

They can charge what they want, but I wish they'd stop lying. I told them that.

No wonder so many people are looking at and buying Hondas and Mazdas. People who have been Toyota families for generations. Will they ever be dedicated Toyota buyers again? Beats me.

I'm not sure I'm seeing your point. The PIOs are in fact Toyota options. They just install them at the port in the US rather than the factory for whatever reason. So if they are selling at MSRP with those options it is in fact MSRP. IF they threw on a bunch of stuff at the dealer like tints, ceramic, various protection stuff, etc. then that's not MSRP.

And also, sounds like they are giving you a deal on the wheels vs. them being a PIO. You can also get them cheaper through BAM Wholesale usually.

Am I missing something here? Because if not, I'd probably be very confused talking to you if I were that dealer. Every manufacturer adds a laundry list of options to their cars. It's not Toyota specific. Go look at Wranglers and all the crap they add. Yikes.

 

[johnbt]

Yes, you're not getting it.

Options used to be choices made by the buyer when they ordered the vehicle. That's the way it was for many decades. Yes, I'm that old.

You don't see that the port is removing the shiny wheels on the ORP and selling them and putting on mandatory Pro wheels that McGeorge and other dealers sell anybody for $299 each and the dealer is charging $1700 for 4 wheels after they've already taken the wheels that the maker put on in Japan and that are included in the MSRP on the first page of the window sticker.

Stop being gullible.

I bought the truck because I wanted the truck and I'm 73 and have been retired since 2012 and have too much money. But I'm not stupid and I see the game they're playing.

That's what's so funny about the dealer subtracting the charges on page two of the window sticker for the bug shield, the black out emblems (didn't even come on the truck although I was told they all come from the port to Virginia with them and you must take them) and the Predator running boards. They gave me credit for the three items on the paperwork and saved me over a $1,000 and then gave me the bug shield and the running boards anyway. I went to pick it up after they installed the new running boards that matched the ones that came from Japan on the '16 TEP I have and the dang ugly running boards and bug shield were stuck in the back. They didn't even bother to fold the seats down, they just propped them up loose and unsecured. Half-fast work as it were.

I bought the flat running boards that match the bumper cover under the hatch. It's not the look, it just works for me on my 2016 Trail Premium and now I have the setup on my 2023. And those stupid cheap running boards and bug shield hanging from the ceiling in my 3-car garage. I'll dump them after I get home from 2 weeks at the beach.

You know those silly packages the 4Runners have had over the years from the SE distributor and the Texas area? Now we're getting the same foolishness in the Mid-Atlantic.

P.S. - And those snazzy red TRD center caps they charged me for on those ugly black $1700 wheels? I got the 4 shiny center caps in the bags for free. Well, not for free because they were included in the first MSRP on the left hand page of the window sticker. Why didn't I get the spoked shiny wheels that were included in the maker's MSRP?

It's just a way for them make some money and still claim "WE SELL FOR MSRP"

 

[4RunnerMileHigh]

Just picked up a TRD ORP w/ MTM and some other port options for 3,400 under MSRP at Klamath Falls Toyota. Will have it shipped but still way cheaper than buying in CO.

I need to have a car by Mid august and I was looking at 4Runners. I almost bought one back in 2020 and it seems the models haven’t changed much. I know they are about to change, but I’m on a time limit.

What is the issue with CO dealers? Mountian States seems to have a bunch of ORPs.

Suggestions on dealers? Going to pay ‘cash’, no trade or loan. Pricing relative to MSRP? Where is invoice pricing listed?

I ended up buying a Jeep in late 2020. Cash again. I spent a lot of time specing out what I exactly wanted and then send that to four dealers to see best price. Dealer that gave me a test drive got right of first refusal. Saved about $2k. I realize I’m on a timer here and can’t really order one. But I see models that I’m comfortable with, I’m just looking for some thoughts on where pricing ends up on in stock 4Runners.

Thx

 

[hoppyjr]

I need to have a car by Mid august and I was looking at 4Runners. I almost bought one back in 2020 and it seems the models haven’t changed much. I know they are about to change, but I’m on a time limit.

What is the issue with CO dealers? Mountian States seems to have a bunch of ORPs.

Suggestions on dealers? Going to pay ‘cash’, no trade or loan. Pricing relative to MSRP? Where is invoice pricing listed?

I ended up buying a Jeep in late 2020. Cash again. I spent a lot of time specing out what I exactly wanted and then send that to four dealers to see best price. Dealer that gave me a test drive got right of first refusal. Saved about $2k. I realize I’m on a timer here and can’t really order one. But I see models that I’m comfortable with, I’m just looking for some thoughts on where pricing ends up on in stock 4Runners.

Thx

You’ll pretty much be at MSRP for the Off Road models, maybe a touch less for a Limited or Sport. The Off Road Premium seems to be the best bang-for-buck and it’s what I’ve got.

Paying cash is not necessarily an incentive for a dealer, as most tend to make something off of those who finance. The dealer gets paid from the financial institution if you finance, so it’s not like you’re doing them any favor paying cash. At best it’s a push, but certainly not something they care about.

Lots of discussion on current versus proposed new generation, but most will agree the things that are “old” on the current vehicle are what make it so desirable, such as durability, reliability, and it’s quality feel. Rumors suggest the next generation won’t be built in Japan, so consider that too.

If I didn’t have a 2022 I would literally run to my dealer and buy a 2023 so I could own one of these.

Good luck with your decision.

 

[4RunnerMileHigh]

Thanks! I understand on the cash versus finance. And they don’t get to play games with the trade-in either. I think last time they were trying to get me to take a loan and then just pay it back…

 

[AZ Craig]

Thanks! I understand on the cash versus finance. And they don’t get to play games with the trade-in either. I think last time they were trying to get me to take a loan and then just pay it back…

They definitely get a cut off of loan initiation, I believe even if the loan is paid off rapidly. Thus a dealer would much rather have you walk out the door with at least some lump sum financed even if you plan on paying it back almost instantaneously.

If you do run into issues in Colorado there is a pretty good "pay no higher than MSRP" dealer down here in Phoenix which I've bought a couple 4Runners through (including my 2020 Pro at dead MSRP with no mark-up after a 5 month wait when army green was announced). They do seem to be turning cars over fast right now, but they have a steady stream coming through (70+ 4Runners on their site right now either pending sale, in transit, or on lot).

 

[thatoneguy]

There's a great "no haggle" dealer in Salt Lake City--Mark Miller Toyota. When I bought mine in April, no haggle was MSRP on everything except PRO. It appears that they have gone to $750 below MSRP for all but pro now.

New Toyota 4Runner for Sale in Salt Lake City, UT | Mark Miller Toyota

 

[johnbt]

That $750 is called the TOYOTA KEEP IT WILD SAVINGS. It's built in to the price of all of them. The dealer isn't doing anyone any favors.

When I bought my 2016 Trail Premium I got it.

When I bought my 2023 ORP three weeks ago I got it.

 

[hoppyjr]

That $750 is called the TOYOTA KEEP IT WILD SAVINGS. It's built in to the price of all of them. The dealer isn't doing anyone any favors.

When I bought my 2016 Trail Premium I got it.

When I bought my 2023 ORP three weeks ago I got it.

Same. It’s a standard discount from Toyota.

 

[smokeyyank]

I need to have a car by Mid august and I was looking at 4Runners. I almost bought one back in 2020 and it seems the models haven’t changed much. I know they are about to change, but I’m on a time limit.

What is the issue with CO dealers? Mountian States seems to have a bunch of ORPs.

Suggestions on dealers? Going to pay ‘cash’, no trade or loan. Pricing relative to MSRP? Where is invoice pricing listed?

I ended up buying a Jeep in late 2020. Cash again. I spent a lot of time specing out what I exactly wanted and then send that to four dealers to see best price. Dealer that gave me a test drive got right of first refusal. Saved about $2k. I realize I’m on a timer here and can’t really order one. But I see models that I’m comfortable with, I’m just looking for some thoughts on where pricing ends up on in stock 4Runners.

Thx

Dealer's in CO don't want to negotiate on price and really don't have to. 4rs are popular here so they don't really sit on the lot's long, right now is a weird time but CO dealers are stubborn af. I went to several and told them wanted their best cash price, Stapp was the only that dropped it a bit, <$500, but that was because of the Costco program, every where else MSRP and that was it. Talked to Ken Garff in WY and they are selling below MSRP but have a bunch of dealer installed BS that negates that savings. You'll have to go out of state to pay under MSRP. Check out Klamath Falls Toyota. That's where I got mine for ~$3400 under MSRP. Shipping was just under 1k. Process was super easy and no BS. Only way to know "invoice" pricing is for the dealer to show you the invoice, which most won't. Way I looked at it is I still got a new 4r for about the price if not cheaper of a used CPO or anywhere else new. I personally didn't want to roll the dice with a 25 refresh and possibility of a turbo engine even though the v6 is a slug in the 4r.

Here's one for under MSRP
https://www.klamathfallstoyota.com/...falls-OR-c95ba70d0a0e0a903423016682e7867d.htm

 

[thatoneguy]

That $750 is called the TOYOTA KEEP IT WILD SAVINGS. It's built in to the price of all of them. The dealer isn't doing anyone any favors.

When I bought my 2016 Trail Premium I got it.

When I bought my 2023 ORP three weeks ago I got it.

This is separate from the Keep It Wild Savings. They're a no haggle dealer, finally willing to do below MSRP. When I bought my '23 ORP (with $750 Keep It Wild Savings) in April, I got MSRP from them. Their price has since improved to $750 below sticker, and KIWS is already a negative number on the sticker.

Keep It Wild Savings is not universally $750. It changes on trim. $500 for SR5/TRD Sport/TRD Offroad, $750 for SR5P, TRD ORP, 40th, $1,000 for Limited, go pound sand for TRD PRO.

What I don't understand is why Toyota keeps raising the price of the 2023 4Runner, but keeping the Keep It Wild Savings. Raised it $750 in January, raised it $600 in May.

 

[AZ Craig]

What I don't understand is why Toyota keeps raising the price of the 2023 4Runner, but keeping the Keep It Wild Savings. Raised it $750 in January, raised it $600 in May.

Make people feel like they are still getting a good deal in the Biden economy .

 

[cumminsdieselfreak]

I bought my 2022 OR Premium Plus last year (2022) for $250 below msrp (no fees or bs add on's). Not terrible considering in 2018 all OR & ORP 4runners were only $1800-$2200 off msrp in my area (southeast). I did have to drive 400 miles one way to get it but I was happy to do it just to deal with a no BS dealer.

Sent from my Pixel 7a using Tapatalk

 

[maximum]

23 ORP, MSRP in Orange, CA 3 weeks ago. Most dealers in Socal charges ADM.

 

[gomiami]

Paying $933 below sticker, not including the Keep It Wild. Should arrive at the dealership in early October.

 

[VaT4R]

Dealers seem more flexible in the VA/MD area. Picked up an ORP w/ Kdss for $2000 off msrp (no dealer addons) in northern VA last week.

 

[Unstable Vic]

So I switched out the one inbound unit for another one because it had zero add ons and is just a base 2023 Limited MSRP is $51,820 with the 1k keep it wild savings and I’m paying $49,127 plus tax, plates and a $599 doc fee.

 

[Zapp Brannigan]

23 TRD Pro. MSRP at Performance Toyota in Sinking Spring PA. No trade, no financing.

 

[mooch91]

Feeling a little sore because I drove by the dealer where I bought my Limited at MSRP about a month back... they have four Limiteds on the lot right now with writing on the windshield indicating anywhere from $1900 to $3000 below MSRP.

This is the dealer who insisted that "the market has changed", "no one is selling lower than MSRP", and "MSRP was their best offer". Guess I should have shopped around but wanted to keep the sale local. Either the market softened tremendously in 30 days, or they always had room to move that they weren't willing to give.

I know the after-sale surveys are important to the dealers, so I'll be sure to mention the insult and loss of my loyalty when I submit.