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The MSRP Dealer Crisis May Be Over for Toyota, Says FB Group Poll

A recent poll on a Facebook Toyota Tacoma Group showed that a lot of new buyers bought their trucks for MSRP or under. Only a few of them overpaid.

Some of us remember going to the dealer in mid-2021 to buy a nice new car and then seeing the over MSRP sticker price plastered on each new vehicle. This happened because of a shortage of semi-conductor chips and few new models being produced. Mind you this wasn’t just Toyota. Almost every single automaker selling in the U.S saw their dealerships raise prices by an absurd amount above MSRP. It’s normal to see a car a little above MSRP at regular times. However, dealerships last year would mark up the car almost 30-40% above MSRP. Sadly, the only way people can combat these prices is simply not buying a new car or even a used dealer car.

However, a poll on a Toyota Tacoma Facebook group showed that a lot of people either paid MSRP or below. Only a few still paid above MSRP. Of the 336 people that participated in the poll, 158 people paid MSRP, 132 paid under MSRP, 20 people paid $2,000 over MSRP, and the rest paid more or leased.

Looking at some of these comments, it turns out it’s pretty hard to find dealerships that are willing to sell under MSRP. John Anderson, one of the group members, said, “I’m from CT and that’s a completely other state and they agreed to MSRP before I even got there on a unit they hadn’t sold that was incoming.”

Alfredo Perez, another member said, “even in Cali I pay below MSRP, anyone paying over MSRP probably pays for air also.” That surprises me because everyone knows it’s hard to find a nice cheap car in California…especially a pickup truck.

The MSRP Dealer Crisis May Be Over for Toyota, Says FB Group Poll

It seems like most people are starting to see a slow MSRP crisis downfall as so far Toyota dealerships have shown. I’m not sure how long this extreme MSRP price hike will go on but as long as Toyota produces more vehicles and the chip shortage starts to fall, we will see fewer and fewer dealers charging insane markups on MSRP vehicles.

Even on used cars, the prices have gone up. 4 years ago, a simple 10-year-old pickup might’ve been several grand to where you can’t find any good low-mileage pickup regardless of what year it is under $10,000.

Hopefully, this will be the start of a slow path to bringing our dealers (who by the way were invented so that manufacturers wouldn’t charge us over MSRP) back to reality so that we can buy these nice cool cars without breaking our wallets.

By the way, check out one of our previous articles about the Toyota Tundra coming out as the top truck for production a few months ago.

Also if you like hybrids, check out how a Venza's battery might last longer than you think.

What do you think? Is the Toyota dealership near you charging over MSRP? Let us know in the comments below.

Harutiun Hareyan is reporting Toyota news at Torque News. His automotive interests and vast experience test-riding new cars give his stories a sense of authenticity and unique insights. Follow Harutiun on Twitter at @HareyanHarutiun for daily Toyota news.


Samuel Smith (not verified)    April 24, 2022 - 8:51AM

In reply to by Fork ADM (not verified)

You’ve got a serious wait, then. Also, people lie on message boards. It’s the Tinder catfishing pic of car buying. “My uncle pays $600 a month on his 2022 Tundra and he has 550 credit like me.” For funsies, I look up the old deal. He’s paying $1,250 a month and he got 4.9%, which means he ain’t a 550. He just doesn’t want his niece to know he has any money. So he lies. Car buyers do that at every turn.

What it hilarious to me - and tells me I don’t have a serious buyer - is the guy who bought his Tundra at a $3,500 loss three years ago because “MSRP means nothing” now that the tables have turned want to pretend MSRP is the Gospel, the Magna Carta and the Constitution rolled into one.

It must be exhausting to live your life so obsessed with money that you’re unwilling to pay what it costs to get what you want. Folks like that are usually broke, too, ironically enough. I’ve seen it many times.

llee (not verified)    May 18, 2022 - 11:35PM

There are lots of great brands of vehicles to buy rather then price gouging Toyota. Can’t believe Toyota approves of this! Toyota will never see any of our families money again.

Nancy Stapleford (not verified)    July 31, 2022 - 12:57PM

Hertrich Toyota-Salisbury MD, charging $10k over MSRP for hybrids and $15k over MSRP for plug-in RAV4 hybrid. Got the quotes in writing on July 29.

Josh (not verified)    August 5, 2022 - 5:03PM

Jones Junction Bel Air Md charging 10k ADM on Tacoma with a 40k MSRP 8/5/22. Who in their right mind would oh that?!?

Jan (not verified)    August 23, 2022 - 11:57PM

Toyota...parent company....should be ashamed of what their dealers are charging.
I suppose the vehicle now belongs to the dealer, but this gouging reflects back on Toyota itself.Shame on both parties

Gary ivankevich (not verified)    September 29, 2022 - 4:45PM

Four Toyota dealers in NJ clearly tell you there is a $10,000 premium on all Tundras. I won’t buy one for a penny over list.

Jim Quiroga (not verified)    October 16, 2022 - 3:40AM

Tustin Toyota is charging $6000 over MSRP for any hybrid.

I have been loyal customer for Toyota for many years – – no longer!

Jim Quiroga (not verified)    October 16, 2022 - 3:41AM

Tustin Toyota is charging $6000 over MSRP for any hybrid.

I have been loyal customer for Toyota for many years – – no longer!

Rachael Bowling (not verified)    October 23, 2022 - 9:38PM

I am paying $6500 over MSRP for a highlander hybrid. It's being built tomorrow. This is a Toyota dealer in Ft Wayne IN.

Jeff Scott (not verified)    December 23, 2022 - 8:04PM

I was blown away this afternoon when looking at a new 2023 4 runner TRD at the toyota dealer in Huntersville N.C.

I kid you not .it was 57k on the msrp sticker and i thought that seemed fair and remarked to my salesman as being so, he laughed then pointed to another sticker with 20,000.00 added to the 57k as
"Market adjustment". 20k!!!! Hell will freeze over first but he said there was a lady i side trying to get financing on it right