2024 Toyota Tacoma Dealers Mark Up Prices by $10,000 for Customers

New Toyota Tacoma TRD Sport listing with $63,820 price tag (with markup)

Potential customers interested in purchasing the 2024 Toyota Tacoma should anticipate an additional dealership charge of as much as $9,995 on the increased manufacturer’s suggested retail price (MSRP) for the highly anticipated fourth-generation model. According to CarsDirect, a significant dealer markup was found at Roseville Toyota in the northern region of California.

There are currently a total of 63 trucks showcased on the dealership’s online platform, however, none have made their way into the lot yet. Among the selection is the Toyota Tacoma SR5 4×4 Double Cab, which stands as the most economical option with a price tag of $52,730 – calculated from its $42,735 manufacturer’s suggested retail price (MSRP) along with the additional markup. While there will be other more budget-friendly packages available, such as the SR 4×2 XtraCab priced at $31,500 MSRP, unfortunately, this particular choice has yet to be made available by the dealer.

The Toyota Tacoma SR5 falls in the middle of the range between the SR and TRD PreRunner models. It boasts a potent 2.4-liter i-Force turbocharged engine, delivering an impressive 278 horsepower and 317 lb-ft of torque. The dealership also includes added features like door edge guards and a quick charging cable bundle, which have a combined value of $340.

On the other hand, the priciest Toyota Tacoma available at Roseville Toyota is the TRD Sport priced at $63,820. Like before, this version also carries a steep markup of $9,995. However, it boasts an additional dealer-installed package worth $9,230, featuring TRD Sport Premium enhancements such as rugged exterior components, a power-operated tailgate, and a premium JBL audio system.

Japanese automaker set to introduce upgraded versions known as TRD Pro and the novel Trailhunter in competition with the Ford Ranger Raptor. These top-tier models will feature a 2.4-liter i-Force hybrid engine, with the Trailhunter also equipped with a high-mounted air intake delivering impressive stats of 326 horsepower and 465 lb-ft of torque.

The 2024 Toyota Tacoma is not accompanied by any financing perks or leasing offers, forcing potential purchasers to contend with exorbitant markups imposed by dealers. However, there are methods to sidestep inflated market prices, such as haggling with salespeople or seeking out alternative dealerships. Nevertheless, it is common practice for markups to be applied, particularly for highly coveted models.


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