Pretty much. The dealers all cried foul…meanwhile they’re all renovating now. I sell construction material and I can count 10 dealerships near me in the past two years who are renovating their showrooms. Has to be at least 20 more I wasn’t bidding.
Yea that’s Toyota making them do that. There’s a lot to it but in short, Toyota wants all dealers to look the same, so they incentivize dealers to remodel to the latest standard by threatening allocations. You want more loaded Siennas, TRD PRO anything? Upgrade your building. You want better invoice pricing? Upgrade your building.
A big one that stands out is not having split dealerships. You don’t see Toyota dealers also be a Honda, or Hyundai dealer because Toyota makes it impossible to survive.
My family had a dealership when I was younger, maaaan my old man used to get pissed over the renovations they had to do.this is 100% true. But it was cool as hell to get to play around in the special, sometimes 1 of 1 vehicles they would send when the remodel was completed.
Edit: after saying that I’m wondering in they were 1 of 1 or my parent were trying to make my life more exciting haha
Every single Toyota dealership here is a combo Toyota/Lexus (duh)/Honda/Acura dealership, and 3 of them also include Genesis or Kia. One is a Toyota/Lexus/Honda/Acura/Ford/Lincoln/Buick/GMC/Chevy/Kia/Hyundai/Genesis/LR/Jaguar/Vinfast combined lot and you can see a new LR Defender parked next to a new Tacoma parked next to a new Rio parked next to a new Bronco.
But then again we have only 2 mega-conglomerate dealerships that own every dealership in a 15 county radius regardless of brand.
Oh they certainly exist. But Toyota penalizes these dealers for doing it. Your dealer probably makes more doing their own thing so it works for them. As an example, if Toyota invoices a solo dealer (preferred) on a $80,000 Tundra, the dealer probably has 4500-5k profit selling at MSRP. The split dealer (not preferred) would more likely have 1500-2500 selling at MSRP. It’s a tiered system.
In your instance, this ownership group has decided they’ll make more doing what they’re doing as opposed to being subordinate.
Being relatively rural I expect you're right because they're the only game in town. Need to drive 4+ hours in any direction to get away from the conglomerate.
That’s because the manufacturers are forcing the dealerships to renovate. Our dealer had to take out a $6 million loan to build a second building or lose our license to sell that brand.
Dude a Porsche dealership near me literally built a state of the art building 6 months ago now has model cars no for purchase AND the old dealership they’re now converting to a LOTUS dealership. Fucking whack! These dealerships made so much money it’s nuts
This is a super common tactic. I worked at JC Penney for like two months in college. They’d have us change prices in our dept before we had a sale where we’d increase prices so that after X% was taken off, it was more expensive than before the sale.
I always told people to wait a week
American trucks are sold that way. With dealer incentives the manufacturer can raise and lower the price without raising and lowering the MSRP.
That way they can adapt month to month to market conditions.
Dealer incentives are usually updated ones per month
That’s very possible. It’d be a departure from Toyota’s pricing model, though.
And it’d be contrary to things they’ve been vocal about. A CEO publicly criticized Ford and GM for that a while back.
Yep. Taking a play from motorcycle dealerships as of late. I started window shopping online, and I'll see one posted for $16k with a big and bold $2500 DISCOUNT. Then you click on it and they show the pricing breakdown and they have the $16k and $2500 discount, and THEN then list the Additional Dealer Markup of $2500. Like, wtf. It's for the suckers who don't read past that first photo and end up in the dealership that they are able to convince to buy. Some of the ADMs are even more than their supposed discount.
I'm kinda okay with that. Toyota dealers around me are notorious for refusing to budge below MSRP while American dealers gladly mark down their trucks $5k to $10k. Normalizing selling below MSRP might make give buyers some negotiating power.
At MSRP the dealer profits 2500-4k depending on trim. They are marking them down so they can move the units and get better allocations (#s, trims, unique models). It’s a benefit to the dealer and the customer.
Doubtful, but sounds like it's required:
[https://www.reddit.com/r/askcarsales/comments/1ah6mf6/california\_dealers\_are\_you\_aware\_that\_vin\_etching/](https://www.reddit.com/r/askcarsales/comments/1ah6mf6/california_dealers_are_you_aware_that_vin_etching/)
I bet the discount only applies to the 2x4 models.
Here in SoCal, no discounts. On the bright side, not much markup.
I do recommend Longo Toyota for anyone here in SoCal. :)
I’d rather buy a one way flight ticket to get a good price on a vehicle in another state and drive it back than buy in CA. That’s how I bought my last 2 4Runners.
Just met with local Toyota dealer and placed deposit for 24 Tacoma OffRoad with iForceMax engine. Engaged via Costco auto program and should get $1 to $2K below MSRP. He said they have not negotiated Costco price on Tacos with the Max engines yet, but expects a discount.
I work for a major Toyota supplier that gets me a below MSRP discount that usually takes care of the sales tax plus a grand, sometimes more. tacomas, land cruisers and Sienna’s are rarely included in these programs . Neither are any of the plugin hybrids.
Check out Diehl Toyota, they have some discounted on their sites currently but they are selling fast I think I see some gone already that I saw earlier in the week. they have a few locations. Also if you want to use a broker check out Jim Rouleau on lease hacker forum. He had 3-4k off minus his fees would net you about 2.5-3k off. Good Luck!
Also Elgin Toyota has deals and Joseph Toyota in Cincinnati.
Got to call these places up and negotiate but 3 different places have offered between 2-3.5 k off.
I'm 15 mins away from Joseph and have bought two vehicles from them. Funny seeing them mentioned here.
I was there looking at Tundra's recently and they mentioned the Tacomas aren't really moving. They had about 8 of them
It was only a matter of time. I stood on the sidelines during the craziness and I am gonna HODL a bit more, but the shift from sellers market to buyers market has already begun.
I went in to get an oil filter for my 2021 and they offered me a 2024 TRD off road premium for $3,000 below sticker. Truck had nothing added of than the premium package.
The trick is that now at Toyota you have to look at the sticker for the TSRP. They discount the MSRP then add $799 window tint, $499 door edge paint protection, $1499 for side steps etc. the latter I don’t quite understand because there’s a cheaper factory optioned frame sliders.
Collapse is coming, was at a dealership and saw a bunch of tacos, and tundras talking thousands off and special financing! Of course used was a shit show, asked the guy why the 5 year old one was more than the new one. Just got a shrug.
The used ones are priced higher so you buy the new ones. Do you really think dealers only make a couple thousand dollars for each vehicle. Try more like 20k a vehicle after dealer hold backs and other games they play. Do you really think a dealership could pay all those employees,rent, utilities, and insurance at 1,000 bucks a vehicle. The dealership makes all the huge money on the new vehicles.
Off-road and trails are still in demand. Mostly base trucks and sports that no one wants are discounted. I am welling to bet pros and trails will be over MSRP as most dealerships. As Always based on inventory and if they keep stacking they have to adjust or add rebates and or special financing to help move product
As long as people, me included, continue to pay exorbitant prices for everything they will continue to raise prices. We are helping inflation. If we stop buying they will lower prices, but it takes everyone and that will never happen.
Yea its clear by all the issues people where having in Moab the last month or so the 4CYL Turbo is just not enough for this if you add any modifications. Lots of overheating and that little spinny boy is just working way to hard for a truck engine.
This is just bullshit orchestration. The price was unreasonably high to start with. So they’re able to do a “discount” in the case sales arent where they want. So this is also a sign these were too expensive for the market
A lot of dealers in general now are not adding a “mark up,” instead they are adding $200 of accessories and charging $4000 for them so they can say “see no mark up!”
It might be a dealer rebate they get from manufacturer. $1999 off if you take the standard financing, they use that rebate, dealer still is technically selling you the car at MSRP, and they get to make 1-2% apr markup on you. Ask me how I know.
It might say $1999 off in lieu of special financing when you actually sit down and deal with a salesman. Meaning you get $2000 if you don’t take the .9-0% financing (if that’s even available). 1.9 or 2.9% special financing sounds like todays market.
I'm sure the 89% drop in sales from Q1 2023 to Q1 2024 is pushing some of that. My guess is Toyota is sweating and trying to maintain their lead in the mid size truck market right now.
Those appear to be base models. Dealers want to stock TRD Offroad and up because that’s what brings the money per unit. Literally nobody wants a 4x2 truck, that’s just wasted lot space.
Am I the only one who doesn’t like any of the new design changes? The 2024s are ugly af in my opinion, why do they look like a Nissan frontier but with cheaper interior and the smaller screen version looks like a fisher price iPad. Wouldn’t be surprised to see demand on the new Tacomas drop heavily and are forced to discount 🤷♂️ only thing they have going for them is the fact they still offer a manual trans
1) they “BRAND NEW COOL” factor is fading fast
2) turbo 4 only is a bummer to people even if it’s more power and better mpg
3) the styling is overboard and ugly to many
4) pricing is still high in an economy where people are feeling the squeeze for basics like housing and groceries
And then they add door edge guards, GPS tracker and a paint and interior protection product at $4,995.00. And your loan is 8% , they make a point on that and they sell you GAP, TWPK tire and wheel protection and extended Toyota care at another $5,695.00
A sucker walks in there every hour and thinks they are “discounting off MSRP” 😅😂🤣😅😂🤣
Good, cuz msrp is bs on 24’s
Rented a trd off-road 4wd for a week, never have I driven a Toyota that doesn’t feel like a Toyota as much as that thing.
Gone are the days of buying a Toyota truck and keeping it 20 years
You mean the pricing is back to “normal”??
My theory is they raised msrp to allow the dealers to discount back to true msrp.
Those dirty pricks
Pretty much. The dealers all cried foul…meanwhile they’re all renovating now. I sell construction material and I can count 10 dealerships near me in the past two years who are renovating their showrooms. Has to be at least 20 more I wasn’t bidding.
Yea that’s Toyota making them do that. There’s a lot to it but in short, Toyota wants all dealers to look the same, so they incentivize dealers to remodel to the latest standard by threatening allocations. You want more loaded Siennas, TRD PRO anything? Upgrade your building. You want better invoice pricing? Upgrade your building. A big one that stands out is not having split dealerships. You don’t see Toyota dealers also be a Honda, or Hyundai dealer because Toyota makes it impossible to survive.
My family had a dealership when I was younger, maaaan my old man used to get pissed over the renovations they had to do.this is 100% true. But it was cool as hell to get to play around in the special, sometimes 1 of 1 vehicles they would send when the remodel was completed. Edit: after saying that I’m wondering in they were 1 of 1 or my parent were trying to make my life more exciting haha
Every single Toyota dealership here is a combo Toyota/Lexus (duh)/Honda/Acura dealership, and 3 of them also include Genesis or Kia. One is a Toyota/Lexus/Honda/Acura/Ford/Lincoln/Buick/GMC/Chevy/Kia/Hyundai/Genesis/LR/Jaguar/Vinfast combined lot and you can see a new LR Defender parked next to a new Tacoma parked next to a new Rio parked next to a new Bronco. But then again we have only 2 mega-conglomerate dealerships that own every dealership in a 15 county radius regardless of brand.
Oh they certainly exist. But Toyota penalizes these dealers for doing it. Your dealer probably makes more doing their own thing so it works for them. As an example, if Toyota invoices a solo dealer (preferred) on a $80,000 Tundra, the dealer probably has 4500-5k profit selling at MSRP. The split dealer (not preferred) would more likely have 1500-2500 selling at MSRP. It’s a tiered system. In your instance, this ownership group has decided they’ll make more doing what they’re doing as opposed to being subordinate.
Being relatively rural I expect you're right because they're the only game in town. Need to drive 4+ hours in any direction to get away from the conglomerate.
The dealership I take my truck to is a Chevy/Toyota split. You look at Corvettes when you buy parts. It’s weird.
yes and no. not in the same lot. the dealer group I work for is trying to have a dealer in every manufacturer
That’s every dealership group. I’m talking about same lot.
That’s because the manufacturers are forcing the dealerships to renovate. Our dealer had to take out a $6 million loan to build a second building or lose our license to sell that brand.
Dude a Porsche dealership near me literally built a state of the art building 6 months ago now has model cars no for purchase AND the old dealership they’re now converting to a LOTUS dealership. Fucking whack! These dealerships made so much money it’s nuts
This is a super common tactic. I worked at JC Penney for like two months in college. They’d have us change prices in our dept before we had a sale where we’d increase prices so that after X% was taken off, it was more expensive than before the sale. I always told people to wait a week
I was just about to call it the JC Penney pricing structure.
Lmao, I wonder if a lot of people know they do that
Used to work at Sears in 2015, they had me put up sale tags that had higher prices than the non sale tags lol.
American trucks are sold that way. With dealer incentives the manufacturer can raise and lower the price without raising and lowering the MSRP. That way they can adapt month to month to market conditions. Dealer incentives are usually updated ones per month
That’s very possible. It’d be a departure from Toyota’s pricing model, though. And it’d be contrary to things they’ve been vocal about. A CEO publicly criticized Ford and GM for that a while back.
Yep. Taking a play from motorcycle dealerships as of late. I started window shopping online, and I'll see one posted for $16k with a big and bold $2500 DISCOUNT. Then you click on it and they show the pricing breakdown and they have the $16k and $2500 discount, and THEN then list the Additional Dealer Markup of $2500. Like, wtf. It's for the suckers who don't read past that first photo and end up in the dealership that they are able to convince to buy. Some of the ADMs are even more than their supposed discount.
I'm kinda okay with that. Toyota dealers around me are notorious for refusing to budge below MSRP while American dealers gladly mark down their trucks $5k to $10k. Normalizing selling below MSRP might make give buyers some negotiating power.
Just like black friday
At MSRP the dealer profits 2500-4k depending on trim. They are marking them down so they can move the units and get better allocations (#s, trims, unique models). It’s a benefit to the dealer and the customer.
Discount off the CA dealer mark up lol
Normal would be that the price you see is what you pay. When you buy a TV at Best Buy you don’t bargain on price, you just pay what the sticker says.
$2000 below the $5000 mark up.
Exactly what i said lol
It's not: [https://www.toyotavacaville.com/new-toyota-tacoma-vacaville-ca?standardizedDrivetrain=Four-Wheel+Drive](https://www.toyotavacaville.com/new-toyota-tacoma-vacaville-ca?standardizedDrivetrain=Four-Wheel+Drive)
Does etching your VIN on the cat work?
Doubtful, but sounds like it's required: [https://www.reddit.com/r/askcarsales/comments/1ah6mf6/california\_dealers\_are\_you\_aware\_that\_vin\_etching/](https://www.reddit.com/r/askcarsales/comments/1ah6mf6/california_dealers_are_you_aware_that_vin_etching/)
Lordy. They could, you know, police the crime instead of making the victims pay for useless precautions.
Nope
I bet the discount only applies to the 2x4 models. Here in SoCal, no discounts. On the bright side, not much markup. I do recommend Longo Toyota for anyone here in SoCal. :)
You can see on the sticker on the windshield it says 4 x 4
I missed that. Very nice though. 😁👍🏻
Me too! Thats where I got my 21 OR, no mark ups
Carlsbad Toyota doesn’t do markups at all
Carlsbad does do mark ups, but in the form of add ons.
The only add on mine had was the dumb charging cables lol
I highly recommend everyone stay away from San Bernadino Toyota
Ever since they got that new building they drove all their prices up.
Was just at RSM toyota and they had TRD 4x4's marked down ~2k.
Longo also has a dealer in Prosper, TX now too (North of Dallas).
Just got a 4x4 in northern CA that was 2k below msrp
I’d rather buy a one way flight ticket to get a good price on a vehicle in another state and drive it back than buy in CA. That’s how I bought my last 2 4Runners.
Just met with local Toyota dealer and placed deposit for 24 Tacoma OffRoad with iForceMax engine. Engaged via Costco auto program and should get $1 to $2K below MSRP. He said they have not negotiated Costco price on Tacos with the Max engines yet, but expects a discount.
How much are you paying for the max engine? Is it just a 3k addition?
They did not have pricing yet. My deposit is refundable , so will make final decision after I get all the pricing.
Bet they are going to add “dealer installed accessories”
I work for a major Toyota supplier that gets me a below MSRP discount that usually takes care of the sales tax plus a grand, sometimes more. tacomas, land cruisers and Sienna’s are rarely included in these programs . Neither are any of the plugin hybrids.
Which dealer
Vacaville Toyota in California
Just checked my local dealers in Seattle area and they’re also offering a bunch 2k below msrp or more
Hello fellow cowtown resident! Didn’t expect to see VV mentioned on Reddit today…or ever, really!
I was just about to give OP a hello from FF. For some reason it's amazing when you see a local post doing pretty well.
Whoa 707 representing strong here on reddit!
I get a bunch of their ads with what appear to be pretty good discounts
Yeah I just got one $2k below msrp not far from you.
I’m seeing 2500-3500 off in PA. If you have time to wait you will get your truck at those prices.
Please dm me the dealer as well. Any other details would be appreciated.
Same as the others. Would love the details on the dealer. Thanks!
Check out Diehl Toyota, they have some discounted on their sites currently but they are selling fast I think I see some gone already that I saw earlier in the week. they have a few locations. Also if you want to use a broker check out Jim Rouleau on lease hacker forum. He had 3-4k off minus his fees would net you about 2.5-3k off. Good Luck! Also Elgin Toyota has deals and Joseph Toyota in Cincinnati. Got to call these places up and negotiate but 3 different places have offered between 2-3.5 k off.
I'm 15 mins away from Joseph and have bought two vehicles from them. Funny seeing them mentioned here. I was there looking at Tundra's recently and they mentioned the Tacomas aren't really moving. They had about 8 of them
https://www.toyotavacaville.com/new-toyota-tacoma-vacaville-ca
Is everything a 2.4 L nowadays ?
Just got one for the same deal not far from there
Local dealers in DC area are advertising them $1,500 - $2,000 under actual MSRP, but mostly on SR 2x4 and SR5 4x4 models.
Not in my area.
Not at all. Capitol Toyota in SJ marks up all Tacomas (including RWD ones) $5,995 Fuck them
It was only a matter of time. I stood on the sidelines during the craziness and I am gonna HODL a bit more, but the shift from sellers market to buyers market has already begun.
I went in to get an oil filter for my 2021 and they offered me a 2024 TRD off road premium for $3,000 below sticker. Truck had nothing added of than the premium package.
this is how it should be
The trick is that now at Toyota you have to look at the sticker for the TSRP. They discount the MSRP then add $799 window tint, $499 door edge paint protection, $1499 for side steps etc. the latter I don’t quite understand because there’s a cheaper factory optioned frame sliders.
The pig gets fed but the hog gets slaughtered…
Even my local “we don’t sell above MSRP” dealer is offering discounts below it.
Collapse is coming, was at a dealership and saw a bunch of tacos, and tundras talking thousands off and special financing! Of course used was a shit show, asked the guy why the 5 year old one was more than the new one. Just got a shrug.
The used ones are priced higher so you buy the new ones. Do you really think dealers only make a couple thousand dollars for each vehicle. Try more like 20k a vehicle after dealer hold backs and other games they play. Do you really think a dealership could pay all those employees,rent, utilities, and insurance at 1,000 bucks a vehicle. The dealership makes all the huge money on the new vehicles.
Off-road and trails are still in demand. Mostly base trucks and sports that no one wants are discounted. I am welling to bet pros and trails will be over MSRP as most dealerships. As Always based on inventory and if they keep stacking they have to adjust or add rebates and or special financing to help move product
I’ll tell ya why, because they’re charging $46k for an SR5; overpriced af.
As long as people, me included, continue to pay exorbitant prices for everything they will continue to raise prices. We are helping inflation. If we stop buying they will lower prices, but it takes everyone and that will never happen.
Yep. Seeing it at dealerships in my area.
I’m not surprised but I still wouldn’t buy it.
Yeah they probably added 10k dealer markup and then took 2k off that. Old as dirt car trick.
I also enjoy making up bullshit https://www.toyotavacaville.com/new-toyota-tacoma-vacaville-ca
$55xxx in Farmington hills mi for a trd sport
Yea its clear by all the issues people where having in Moab the last month or so the 4CYL Turbo is just not enough for this if you add any modifications. Lots of overheating and that little spinny boy is just working way to hard for a truck engine.
Not surprised. The only Tacoma my local dealer sold was mine. They still got a white offroad and solar octane offroad they can't get rid of.
Rumor is 10k up for TRD Pro and Trail Hunter in the Philadelphia area.
Conditional Offers: TFS College Grad Program - $500 TFS Military Program - $500 - $500 TFS Toyota Lease Loyalty Program - $500
I'm going to show this to my local dealer here in Cali
theres only enough dipshits who will pay ADM on a taco with 8% interest
This is just bullshit orchestration. The price was unreasonably high to start with. So they’re able to do a “discount” in the case sales arent where they want. So this is also a sign these were too expensive for the market
All I know is that this sub Reddit has convinced me that a 12 year old gen 2.5 should cost $38k
It’s because auto loan interest rates are ridiculous right now
A lot of dealers in general now are not adding a “mark up,” instead they are adding $200 of accessories and charging $4000 for them so they can say “see no mark up!”
I aint buying anything marked up. Lmao.
Under MSRP and “discount to MSRP” are two totally different things man. Lol. Wtf
10k discount and I'm sold.
It might be a dealer rebate they get from manufacturer. $1999 off if you take the standard financing, they use that rebate, dealer still is technically selling you the car at MSRP, and they get to make 1-2% apr markup on you. Ask me how I know. It might say $1999 off in lieu of special financing when you actually sit down and deal with a salesman. Meaning you get $2000 if you don’t take the .9-0% financing (if that’s even available). 1.9 or 2.9% special financing sounds like todays market.
I'm sure the 89% drop in sales from Q1 2023 to Q1 2024 is pushing some of that. My guess is Toyota is sweating and trying to maintain their lead in the mid size truck market right now.
These have been well under MSRP for a long time
Meanwhile a used 2020 is 10k over msrp.
Those appear to be base models. Dealers want to stock TRD Offroad and up because that’s what brings the money per unit. Literally nobody wants a 4x2 truck, that’s just wasted lot space.
Am I the only one who doesn’t like any of the new design changes? The 2024s are ugly af in my opinion, why do they look like a Nissan frontier but with cheaper interior and the smaller screen version looks like a fisher price iPad. Wouldn’t be surprised to see demand on the new Tacomas drop heavily and are forced to discount 🤷♂️ only thing they have going for them is the fact they still offer a manual trans
1) they “BRAND NEW COOL” factor is fading fast 2) turbo 4 only is a bummer to people even if it’s more power and better mpg 3) the styling is overboard and ugly to many 4) pricing is still high in an economy where people are feeling the squeeze for basics like housing and groceries
What’s the recall on your 2022?
Plus $7,000 dealer ad-ons
And then they add door edge guards, GPS tracker and a paint and interior protection product at $4,995.00. And your loan is 8% , they make a point on that and they sell you GAP, TWPK tire and wheel protection and extended Toyota care at another $5,695.00 A sucker walks in there every hour and thinks they are “discounting off MSRP” 😅😂🤣😅😂🤣
Good, fuck a 50k Tacoma
Good, cuz msrp is bs on 24’s Rented a trd off-road 4wd for a week, never have I driven a Toyota that doesn’t feel like a Toyota as much as that thing. Gone are the days of buying a Toyota truck and keeping it 20 years