Toyota Prius Prime: Dealer Markups Not Fixed at $50k

Toyota’s Affordable Prius Prime – Unnoticed by Dealerships

For years, wild dealership price marks-ups have been a problem in the U.S., typically correlated to rare or exclusive vehicles. This is the first instance reported of such an incredible surge in the cost of a Toyota Prius Prime – which is particularly by far the most sought after model.

On Reddit, GalacticKitty was queried about forking over $48,641 for a 2024 Prius Prime XSE Premium with a starting cost of $39,370 prior to any add-ons, delivery charges, and other fees.

The user provided a photo of the dealership’s computation, showing $3,166 worth of dealer and port packages and accessories installed, as well as $1,095 for delivery and handling fees. However, the total cost was marked up by $5,000, labeled as “market adjustment.”

An undetermined Toyota outlet in Los Angeles imparts the markup. As reported by one shopper, the standard increase commonly hovers from $3,000 to $5,000. Also, as revealed on, certain regions have been asking for premiums of up to $7,500 beyond the Manufacturer’s Suggested Retail Price (MSRP).

Given these statistics, buyers should contemplate going with other brands when buying a car. The Tesla Model 3, which underwent a cost decrease lately, could be acquired at a price lower than that of the Prius Prime XSE here cited, before even taking into consideration the $7,500 federal tax rebate.

Significantly, it’s not a fair comparison to make; going from a PHEV like the Prius Prime to an all-electric EV might appear extreme but actually isn’t. Also, a plug-in hybrid with an EPA-rated 44-miles of all-electric range should never cost more than an analogous BEV, especially one associated with luxurious status.

The consumer posed queries in the Reddit thread, indicating that an alteration of the trim might be a possible solution. The Toyota Prius Prime can also be achieved in the more basic SE and XSE grades with the beginnings MSRPs of $32,675 and $35,925 respectively. There are other options for the user as well; they could even drive to remote dealerships with the aim of getting a diminished market adjustment rate or store up and hang on two year until fees diminish.

Alternatively, buyers can find pre-owned cars available from private sellers, and may be able to haggle them down from their posted price.Although dealership markups are likely here to stay, there are various means of sidestepping them. Doing a bit of research to become informed of prices is a great starting point. Certain companies such as Tesla offer automobiles online without going through dealerships, therefore cutting out any extra fees. Moreover, one might consider buying second-hand vehicles from individual vendors, in which case they may have some room for negotiation.


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