Options Prices - Invoice vs MSRP

[Nodak]

As of : 2025-10-02

CAVEAT : this list only has the options/pkg you can order from the factory/port
CAVEAT : this will NOT apply to GST/SET/Servco regions
CAVEAT : some items on the list are trim specific that you can order from FIO/PIO, other trims may not be able to get them from factory or port installed

if you want to use the tool i found for this ... (just change the trim you want to look up, there is a link up top of the page labeled "Change Vehicle". Then scroll down and select "View Options" then "Select Options" and expand the sections)

https://www.jdpower.com/cars/2025/toyota/4runner/hybrid-platinum-4wd

Desc	Invoice	MSRP	Markup
2in 6k Load Towing Trailer Ball	20	24	17%
4Runner All Weather Cargo Mat	110	130	15%
4Runner All Weather Floor Mats	155	199	22%
4Runner Carpet Cargo Mat	110	130	15%
4Runner Carpet Floor Mats	191	248	23%
Accessory Ready Boot Brush	17	20	15%
Accessory Ready LED Latern	124	160	23%
Accessory Ready Multitool	43	50	14%
Accessory Ready Storage Container	48	55	13%
ARB Platform 3/4 Length Roof Rack	1462	1710	15%
Aux Switch Wire Pigtail Kit	51	60	15%
Badge Inserts Rear Matte Black	56	65	14%
Badge Inserts Rear Reflect Black	56	65	14%
Badge Inserts Rear Toyota Bronze	56	65	14%
Badge Overlay Front Toyota Bronze	167	189	12%
Badge Overlay Front Toyota Matte Black	167	189	12%
Badge Overlay Front Toyota Mudbath	167	189	12%
Badge Overlay Front Toyota RED	167	189	12%
Badge Overlay Front Toyota Reflect Black	167	189	12%
Badge Overlay Front Toyota White	167	189	12%
Badge Overlay Rear TRD Pro Matte Black	116	139	17%
Badge Overlay Rear TRD Pro Reflect Black	116	139	17%
Badge Overlay Rear TRD Pro Reflect Silv-Red	116	139	17%
Badge Overlays Bronze (Limited)	116	139	17%
Badge Overlays Bronze (TRD Pro)	73	89	18%
Black Chrome Wheel Locks	71	90	21%
Black Powder Coated Oval Tube Side Steps	571	675	15%
Cargo Tote	50	60	17%
Cat Back TRD Exhaust Upgrade	1184	1395	15%
Coin Holder Ash Tray Cup	23	29	21%
Color Keyed Bodyside Molding	213	250	15%
Combination Lock Console Safe	360	400	10%
Connected Services Trial Offering 2yrs	314	325	3%
Digital Key	245	275	11%
Door Edge Protection Film	85	100	15%
Emergency Assistance Kit	63	75	16%
Front Color Keyed Door Edge Guards	106	120	12%
Front Illuminated Bright Chrome Badge	218	285	24%
Front Illuminated Dark Chrome Badge	218	285	24%
Front Integrated Dash Cam System	425	499	15%
Front Rear Molded Black Mudguards	142	160	11%
Front Red Tow Hooks	152	180	16%
Full Coverage Black Key Glove	17	20	15%
Gloss Black Roof Rail Cross Bars	363	420	14%
Grey Powder Coated Oval Tube Side Steps	571	675	15%
Interior D Pillar Cargo Lights	356	375	5%
Interior Grey Door Panel Protectors	105	135	22%
Led Liftgate Light	178	200	11%
Multimedia Screen Protector - Glass	95	105	10%
Paint Protection Film	355	439	19%
Power Running Boards	894	1005	11%
Pre Wired Aux Switches	356	400	11%
Predator Drop Black Side Steps	595	699	15%
Rear Diff Steel Skid Plate	384	425	10%
Rear Hood & Door Clear Topo Graphics	363	385	6%
Retractable Black Cargo Cover	115	135	15%
Sirius XM Trial 33 Months	338	350	3%
Special Color	423	475	11%
Steel Skid Plate Front Trailhunter	362	415	13%
Third Row Seating - Fabric	686	770	11%
Third Row Seating - Limited	1184	1330	11%
Tow Tech Package	356	400	11%
Towing Ball Mount	53	65	18%
Trans/Mid Steel Skid Plate	303	355	15%
TRD BK3 Wheel Center Caps	52	65	20%
TRD Cast Aluminum Black Side Steps	1063	1250	15%
TRD Front Powder Coat Skid Plate	484	560	14%
USB Phone Charging Cable Kit	61	70	13%
Wheels 18in Accessory TRD Black	1124	1325	15%

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[Dead Horse]

It's so weird that things like that shitty dashcam is a $425 invoice price, when you can buy a MUCH better camera for more like 150 bucks and install it in 10 minutes. That accessory lantern is pretty high too.

Yet...Things like the power running boards retail at a hair over $1,000 and you cannot come close to that price for them aftermarket. Getting a set of those installed is $1,500-$2,000 all day. PIO those if you can, for sure. A couple of the factory options are pretty crazy deals too. Like the aux switches and tow package both being around $400. Both add more than that, easily, in cost. Hell, the aux switches add a lot of wiring AND whole alternator setup to the (hybrid) engine, which you know ain't cheap if you've ever bought a Toyota alternator LOL

Some of the other things on this list are just absurd, and everything around me is full of them (I'm in the GST cartel region). USB cables for $61...What...Did they buy them from Monster Cable in 2005?

 

[Nodak]

It's so weird that things like that shitty dashcam is a $425 invoice price, when you can buy a MUCH better camera for more like 150 bucks and install it in 10 minutes. That accessory lantern is pretty high too.

Yet...Things like the power running boards retail at a hair over $1,000 and you cannot come close to that price for them aftermarket. Getting a set of those installed is $1,500-$2,000 all day. PIO those if you can, for sure. A couple of the factory options are pretty crazy deals too. Like the aux switches and tow package both being around $400. Both add more than that, easily, in cost. Hell, the aux switches add a lot of wiring AND whole alternator setup to the (hybrid) engine, which you know ain't cheap if you've ever bought a Toyota alternator LOL

Some of the other things on this list are just absurd, and everything around me is full of them (I'm in the GST cartel region). USB cables for $61...What...Did they buy them from Monster Cable in 2005?

added markup column in case you want to see it.

 

[Dead Horse]

Ha! I was randomly doing the math on certain items because I was curious if the markup was a fixed or varied %. You the man.

To be honest, most of the markups aren't as egregious as I would have predicted.

 

[Nodak]

if and when they update the FIO/PIO invoice pricing i will update the list for 2026

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