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Article Carscoops: https://www.carscoops.com/2025/01/toyota-dealers-adding-5000-markup-onto-new-4runner/
There's a list of no-markup no-ADM Toyota dealers here:
No Markup / No ADM Dealers @ MSRP Price for 2025 4Runner 6th Gen - List Them
Add any that you know to the list. That would help other users avoid markups.
Toyota Dealers Adding $5,000 Markups Onto New 4Runner​
We've found multiple dealers jacking up the price of the 2025 4Runner with many in California​
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One of the worst offenders is Stevens Creek Toyota of San Jose, California. Their 4Runner TRD Off-Road Premium has a sticker price of $60,083 but they’ve slapped a $4,995 “dealer price adjustment” on top of that. This increases the price to $65,078 which means it costs thousands more than a Land Cruiser.​
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Things get even worse when you consider the 4Runner TRD Off-Road Premium starts at $54,970 before a $1,450 fee. That’s a sizable difference, but this particular variant has been loaded up with accessories such as all-weather floor liners, a cargo mat, mudguards, and black badges.​
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Unfortunately, this isn’t the only example as Continental Toyota of Hodgkins, Illinois has their 4Runner TRD Sport listed for $55,782 despite carrying a $52,284 sticker. So what explains the $3,498 difference?​
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An apparently mandatory “Premier Defense Protection Package.” That’s a lot of money for something customers probably don’t want, but it provides seven years of protection for the exterior and interior including “stains, rips, tears and burns.”​
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Back in California, Ventura Toyota has a $5,000 markup on their 4Runner SR5. This equates to more than a 10% markup considering the MSRP is $48,247. The model has also been loaded up with accessories ranging from floor mats to side steps and a roof rack.​
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On the bright side, most dealers appear to be offering their 4Runners at sticker price. However, your experience may vary so it pays to shop around.​
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Update: There's a list of no-markup no-ADM Toyota dealers here:
No Markup / No ADM Dealers @ MSRP Price for 2025 4Runner 6th Gen - List Them
Add any that you know to the list. That would help other users avoid markups.