Person is looking to exchange their 2022 Ram TRX for a 2025 Toyota 4Runner, but the dealer attempted to overcharge, with a markup of $14,000 over the Manufacturer's Suggested Retail Price and exorbitant interest rates.
In the automotive market, the practice of charging over Manufacturer's Suggested Retail Price (MSRP) for the 2025 Toyota 4Runner seems to vary among dealerships. While some list prices close to or slightly above MSRP, pricing transparency and dealer behavior differ significantly across the industry.
Evidence of Near or Above MSRP Pricing
Thompson Toyota in Doylestown, PA, offers a 2025 4Runner Limited with an MSRP of about $59,903, but with a $750 incentive, the price drops to $59,153, suggesting competitive but possibly small markups or near-MSRP pricing. Meanwhile, the SR5 trim is listed at an MSRP around $43,488. McGee Toyota of Putnam, CT, shows advertised prices for the 4Runner starting at $52,888 or $54,388, which may reflect some markup depending on the model and trim. Fred Anderson Toyota in Greer, SC lists the 2025 4Runner starting at MSRP around $40,770, consistent with manufacturer pricing.
Industry Context
Pricing transparency in auto sales is a known issue industry-wide. Some dealerships employ markups above MSRP, sometimes facilitated by third-party listings that can reward deceptive pricing with "great deal" badges despite markup practices. However, there is no direct evidence from the available 2025 4Runner dealer information that pricing is universally above MSRP; rather, practices seem dealer-specific.
Dealerships Selling at MSRP
Dealers such as Thompson Toyota and Fred Anderson Toyota appear to advertise prices at or near MSRP on their listings, indicating that some dealers still sell new 4Runners close to MSRP.
Consumer Experiences
Despite these instances, several consumers have reported experiencing overpricing. Matthew Tally found a Toyota dealer in North Carolina charging $14,000 over the MSRP for a new 2025 Toyota 4Runner Hybrid. Hector Romero Jr. paid $5,000 over the window price for a 2025 4Runner TRD Pro in California, while Michelle Wurzel encountered a dealership in northeast Ohio trying to add over $12,000 in 'extras' to see if she'd notice.
The Toyota Dealer Financing
The Toyota dealer offering the overpriced 4Runner also provided financing terms of 36, 48, and 60 Months at 6.89% interest.
Avoiding Markups
Given the variability and lack of broad market data, customers should research specific dealerships and use pricing transparency tools or AI-assisted platforms to identify dealers offering MSRP or fair pricing. Awareness of dealer markups and efforts for transparency, including consumer reviews and pricing aggregation, is growing but still inconsistent in policing over-MSRP pricing.
Historical Perspective
Eric Brown, who lives a few miles from the same dealer that Matthew Tally encountered, had a similar experience of finding the dealer's prices significantly overpriced and shady a few years ago.
In conclusion, while some dealerships sell the 2025 Toyota 4Runner at or near MSRP, others may charge over MSRP. Consumers are advised to research dealerships carefully and look for those that clearly list MSRP pricing and have good reputations to avoid markups.
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