I had been looking since late last year. I was surprised to not see any 2017 4Runners. I contact Toyota, and several dealerships to get the scoop.
Turns out the 2017s weren't hitting the USA market until late Feb, early March. Toyota has since updated their website to show the 4Runners.
From the Toyota website, you can see all the 4Runners being delivered to your state. The website DOES NOT show you which dealership is getting them.
But if you go to the Edmunds.com website, you can build the model you want, then it will search the surrounding dealerships (you can select a larger search radius). When you find it, and use the Edmunds website to contact the dealership(s), you get sent an internet price. Within minutes, I had an offer for $3100 below MSRP. The problem was it was 4 hours away.
The local dealership said they could get a TRD Pro, and would go $4100 below MSRP. Turns out they were wrong. But I used a picture of their written offer to get yet another dealership to match the deal... and they had what we wanted on the lot.
NEVER pay MSRP. 2017 4Runners aren't rare, they're just new. LOTS are on the way per the Toyota website. It took me a week to source the exact one I wanted, and to get the deal I thought was fair. FWIW, there's another Barcelona Red TRD Pro in Naples FL for sale. That was the dealership offering an instant $3100 below MSRP. I'm sure I could get them to go $1000 lower!
Happy Shopping!