Someone Is Asking $67,000 For A 2024 Toyota 4Runner, And This Foreshadows A Grim Future For The Company's SUV Models

We can all agree that Toyota and Lexus are two car brands that best retain their value. Even older models of the brand retain their value because they are built to last. With cars becoming more complex and more disposable than ever before, dependability has become even more of a factor when looking for your next car.

That said, some individuals like to abuse the fact and put insane markups on vehicles. While dealers are the most common suspects, it is no less a common occurrence among private sellers. I stumbled upon one post in the Facebook group, “6th Gen 4Runner club”, where an outraged member posted an ad from Facebook marketplace.  

I have also included cropped images from the ad. 

“$67,000 for a 2024 TRD Pro with 10,000 miles.... insanity...  “, said Ty Wyatt, the member who first found the ad. 

Ads like these are not a new occurrence among Toyota sellers

While almost all Toyota and Lexus models are exceptionally good at retaining their value on the used market, things might take a turn for the worse. The 2025 Toyota 4Runner was received with mixed feelings by fans of the model. While the latest iteration of the Japanese SUV received much-needed modern features, the tried-and-tested fifth-generation 4Runner is universally loved for its ruggedness and relative simplicity compared to the newer SUVs. Moreover, many fans have not gone over the fact that the iconic 4X4 model no longer features a V-6 engine. 

This is something of a trend with some of Toyota's recent models. 

Steven Gadget Dopler says, “Seems we saw the same thing on the last Gen Tacomas when the 24s came out. The older ones went up in value. Looks like the same is happening for the 4Runners.” 

Luckily, most Toyota buyers are sensible people and have not fallen into the price-bubble trap. 

Sarah Beebe says, “I paid less than that for my 2025 with 2 miles on it!” 

James Johnson says, “Won't sell for that much, the TRD pro bubble burst months ago.” 

The fifth-generation 4Runner is a great, rugged off-roader, but paying more than what the new model is worth is insanity. 

The MSRP prices are always a good reference point, and in 2024 (the last year of the fifth-generation 4Runner), the Toyota SUV could be yours for $41,655–$56,620, depending on the trim. 

For the 2025 Toyota 4Runner the price range is 42,220–$58,850 MSRP. And there are, currently, great deals on TRD Sport, TRD Off-road, and TRD Pro models, according to TrueCar. 

Things are more interesting when we talk about the 2024 model. The TRD and Limited models are still around their original MSRP, even a year after the new generation went on sale. The market for these is still hot, especially given the mixed reception of Toyota's new T24A engine, which can also be had in hybrid form.  

Why modern Toyota SUVs will not hold their value nearly as well as the older ones 

I think models like the second-generation Toyota Tundra and fifth-generation 4Runner will be the last models of the Japanese brand to hold their value exceptionally well. I see this with J250 owners who trade-in their Land Cruisers after mere months, for other SUVs. At the same time, there are screaming deals for way under MSRP, if you are willing to sacrifice some of the Land Cruiser's off-road features.  

The sixth-generation Toyota 4Runner is falling from grace too as clients are opting for the Honda Passport and other competing models. I think Toyota's current lineup of SUVs will be the future screaming deals if you don't mind the downsized, turbo-four engines. 

While the ad that started this topic is, indeed, unrealistically priced, I'd like to hear your thoughts. Would you get the old Toyota 4Runner instead of the new one? And will Toyota and Lexus SUVs continue to hold their value long-term like they used to? Feel free to share your thoughts in the comment section below. 

Dimitar Angelov's automotive interests made him an expert in a wide variety of vehicles. Japanese brands like Toyota are closest to his heart, although performance cars in general are his favorite segment, which is why he is constantly on the lookout for the best deals on the market. Dimitar Angelov's car passion and knack for the written word led him to complete a Master of Arts in Media and Communications, and classic car restoration. Dim is happy to get behind the wheel of any car and share his impressions. You can follow Dimitar on X, Linked-in, Instagram, and Facebook.

Main image source: 2024 Toyota 4Runner press kit