Northeast pricing

[kehyler]

Hi Guys,

New guy considering a 4runner. A couple of local dealerships have 4runners SR5 with 4x4 and the third row with ~2.5 to 3k below MSRP advertised as their price.

Just curious what people are getting in iterms of pricing recently? Not sure how much I can expect in the negotiation. I have reliable transportation, so I don't mind passing on a few if needed.

Thanks,

-kehyler

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[Nodak]

depends on dealer really. mine gave me invoice, roughly $4700 off msrp. no ADM, no extra add-ons, no crazy doc fee's, no below the line markup/fee's.

the only dealer fee was $225 for docs, rest was TTL fee's (state, taxes, title, license).

 

[E.T.]

Hi Guys,

New guy considering a 4runner. A couple of local dealerships have 4runners SR5 with 4x4 and the third row with ~2.5 to 3k below MSRP advertised as their price.

Just curious what people are getting in iterms of pricing recently? Not sure how much I can expect in the negotiation. I have reliable transportation, so I don't mind passing on a few if needed.

Thanks,

-kehyler

Have you checked this allocations list thread?

2025-2026 4Runner Allocations List (Nationwide): See The Daily Updated List Inside!

 

[kehyler]

^Dealers are near the top of the list of advertised price. It's an SR5 with minimal options with 2-3k off MSRP. I have never bought a new toyota, so I'm not sure how much room there is negotiations.

 

[Marty60]

Check out as many dealerships as you can or want to. Most of their wiggle room will be from any trades you have. I shopped in MA and NH. Had some sales people working on getting my Business. It worked out for me personally

 

[6thGen1419]

I don''t think my situation is typical. My truck was totaled (rear ended) last month and I needed a vehicle ASAP for a planned road trip this month. I decided on a 2025 4Runner without any knowledge of availability or wait times. There was only one available (actually in stock) at all dealers nearby (within a couple hundred miles), so I bought it. I think I paid about $1500 over MSRP, so I got screwed, but I'm still very pleased with my TRD ORP.

 

[kehyler]

So is a few percent beneath MSRP "pretty good?" That csv lists a few base trims that are ~$3k beneath MSRP.

 

[Dinosoar21]

I paid under invoice on a bare-bones SR5 RWD in the Northern Virginia area. This truck was just sitting on the lot since the Summer, and the government shutdown has curtailed a lot of sales other than premium brands and high end trims (the rich are still rich). I did buy a RAV4 from this same dealer a year ago, and I get all my service from them, so they might have seen that as a draw too. Regardless, I low-balled them, and they took it. Now I have a tow vehicle for my race car! It's my first truck ever too, and the 4Runner community is pretty jazzed about these vehicles so the aftermarket is sweet.

 

[gvan1998]

I paid under invoice on a bare-bones SR5 RWD in the Northern Virginia area. This truck was just sitting on the lot since the Summer, and the government shutdown has curtailed a lot of sales other than premium brands and high end trims (the rich are still rich). I did buy a RAV4 from this same dealer a year ago, and I get all my service from them, so they might have seen that as a draw too. Regardless, I low-balled them, and they took it. Now I have a tow vehicle for my race car! It's my first truck ever too, and the 4Runner community is pretty jazzed about these vehicles so the aftermarket is sweet.

Nice!, how much off mSRP?

 

[Dinosoar21]

It was the cheapest MSRP on a 4Runner, 41,863. I paid around $38,000

 

[Nodak]

invoice is what you want to hit if you find a dealer willing to do invoice. otherwise between 5% to 10% is the usual discount off MSRP if the dealer is willing to work with you, but you can get dealers it be lower than 5% during first year new gen models. right now tundra are getting close to 10% off but we are like 3 yrs into the new model year and pushing to 4yrs now.

just know that there will always be some dealers doing ADM or other markups or hiding markups in doc fee's or other places like required add-ons (SET/GST)

just know doing invoice, there is 2 hidden costs that they usually wont budge on,

TDA and full tank charge.

i got invoice but couldnt figure out why i was off around $700 from the listed invoice number from the dealer and what i could find out via kbb.

turns out TDA (toyota dealer advertisement fee and full tank charge) are usually line items you dont see that the dealer pays for that is baked into the MSRP.

at the time of my deal TDA was $700 and full tank gas surcharge was $14.34

first pic is the typical printout to show a customer the MSRP of a vehicle, note that the TDA and fuel surcharge is missing values

======================================================
but during invoice pricing and you get the correct printout you can see the actual charges for TDA and fuel surcharge as noted in the pic below
======================================================

======================================================
so my true invoice price was $63,114 with the invoice base price + accessories invoice price + DPH (dest charge) + TDA + fuel charge vs the MSRP column pricing.

also you can see what the accessories weight is, which should match the yellow sticker (that is added to the driver door jamb) that shows how much your payload will drop due to the added weight.
======================================================


btw, invoice price discount was 6.97% off msrp

$67,843 - $63,114 = $4,729 / $67,843 = 6.97%

 

[Nodak]

and btw, 99% of dealers will not give you this detailed info. i have been buying from this same dealer since the 1990's so i am a unique customer with deeper insight into how things work not just via dealer daily but how they sell vehicles.

if you want to see all this info you can read up my post here

https://www.4runner6g.com/forum/threads/my-journey-for-a-new-6th-gen-platinum.5917/

 

[Nodak]

It was the cheapest MSRP on a 4Runner, 41,863. I paid around $38,000

that dealer was probably over the moon someone bought a trim that no one wanted. it practically had no options and was a SR5 to boot. at that price point MSRP of 41k, its so bare bones 95% of the buying public will pass over it.

but hey it worked out for you. and yes i know there are some out there that want as basic as can be, but dealers are leary of those trim/loadouts, very hard to sell and they hate having to pay interest on a vehicle that wont sell quickly.

 

[kehyler]

Nodak, that was really helpful. Thank you for helping me.

As an example, just with rough numbers:

• Per KBB, an SR5 ice cap with 4x4 and no other options has an invoice of $40799
• Your options had an average invoice that was 87% of "retail", which I'll read as MSRP. A couple of the dealers at the top of the allocation csv listed above have SR5s with about $2800 worth of port and factory installed options, so I'll guess that their invoice price is ~$2350.
• TDA + Fuel + Delivery is ~$2210 roughly

So I'd guess that a total invoice price is ~ $45359 an if I can stay out the door beneath or close to such a number, recalculated each time on each specific 4runner I find, that's a way to take a guess as to the floor of a good deal?

The best publically listed discounts off MSRP in that csv tracker for SR5s are just a hare over 5% and within a few hundred of the appropriate calculation done analogously to the example. So I guess those ones seems like a reasonable deal then even without much haggling?

I'm not too worried about giving the dealer $100 extra, but I don't want to give them $1000 extra.

 

[Nodak]

Nodak, that was really helpful. Thank you for helping me.

As an example, just with rough numbers:

• Per KBB, an SR5 ice cap with 4x4 and no other options has an invoice of $40799
• Your options had an average invoice that was 87% of "retail", which I'll read as MSRP. A couple of the dealers at the top of the allocation csv listed above have SR5s with about $2800 worth of port and factory installed options, so I'll guess that their invoice price is ~$2350.
• TDA + Fuel + Delivery is ~$2210 roughly

So I'd guess that a total invoice price is ~ $45359 an if I can stay out the door beneath or close to such a number, recalculated each time on each specific 4runner I find, that's a way to take a guess as to the floor of a good deal?

The best publically listed discounts off MSRP in that csv tracker for SR5s are just a hare over 5% and within a few hundred of the appropriate calculation done analogously to the example. So I guess those ones seems like a reasonable deal then even without much haggling?

I'm not too worried about giving the dealer $100 extra, but I don't want to give them $1000 extra.

glad that helped. the hardest part is finding a transparent dealer. mine is super transparent. they make money off volume and meeting toyota quarterly quota's. the kickback from selling and meeting quota's makes them more money than trying to nickel and dime every sale.

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