2021 Toyota RAV4 Prime XSE Supersonic Red profile view
Jeff Teague's picture

You Will Not Believe the Markup Price on This 2021 Toyota RAV4

Brace yourself. Nothing will prepare you for the markup on this 2021 Toyota RAV4.

Market adjustments are common these days on new vehicles. Due to the ongoing vehicle chip shortage and supply chain crisis, new vehicle prices are on the rise.

Dealerships are being shipped less and less new cars, trucks, and SUVs from manufacturers. This means there are drastically less options for people in the market for a new ride.

This is Economics 101: Supply and Demand.

2021 Toyota RAV4 Prices

Take a drive by your local car dealerships and you will see for yourself just how serious this vehicle shortage is. Just about all brands have the smallest of inventory available for sale.

VIDEO YOU MAY ENJOY: Answering your vehicle shortage questions

And with supply and demand, regardless of the industry or genre, low supplies generally equate to higher prices.

Higher inventory and availability means lower prices.

Like with Toyota RAV4 and Toyota RAV4 Hybrid. And other popular Toyota models.

Just about every year for the last two decades, buyers have had a much easier time choosing their ideal RAV4 Hybrid. Their perfect RAV4.

And they can expect a discount from their dealers. Sometimes a healthy discount.

Not so much this year. Not during an international vehicle shortage and crisis.

2021 Toyota RAV4 Markup

2021 Toyota RAV4 Prime XSE Supersonic Red front end profile view

Dealers across the nation and the world have the freedom to sell vehicles for prices they deem appropriate.

MSRP equals Manufacturer Suggested Retail Price. This means auto manufacturers suggest what a vehicle should be sold for. Most years, dealers discount from these prices.

The advantage goes to the consumers. Usually big time.

Not now, though.

Dealers can also sell their cars and trucks and SUVs for higher prices as well, depending on market conditions.

You will see a lot of this “market adjustment” these days. All across the country.

Astronomical 2021 RAV4 Prime Price

2021 Toyota RAV4 Prime XSE window sticker

People who follow my “ToyotaJeff Reviews” YouTube channel and my Torque News / Toyota News stories have been sending me pictures and details of vehicle markups. I find it fascinating what dealers are selling vehicles for.

But nothing prepared me for the picture someone sent me yesterday. I am still in shock.

A 2021 Toyota RAV4 Prime XSE is being sold at one specific Toyota dealership with a $40,000 “Dealer Added Markup.”

I looked up this specific vehicle on the dealership website, and it is a 2021 RAV4 Prime XSE in Supersonic Red. This has been one of the hottest vehicles to find and purchase for the last two years.

Really challenging to find.

But I wonder if this vehicle is worth the $96,442 selling price on the window sticker.

2021 Toyota RAV4 Prime XSE window sticker markup

Yes, I said $96,442. Friends, this is far higher than a new Land Cruiser sells for. A Land Cruiser.

I am speechless. Maybe you have more words than I do right now.

Time for Your Toyota RAV4 Comments

Have you been in the market for a new car or truck or SUV, and how has your experience been?

Let me know what brand and what model and options you want. How are vehicle inventories where you live?

Special Thanks to Facebook RAV4 club "Toyota RAV4 Club" for the photo.

Thanks for reading everyone. See you next story when I discuss fan response to dealer price markups.

- All 2022 RAV4 changes
- New 2022 Camry trim level coming
- Good news for 2022 Tacoma buyers

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I have or I should say had a 04 Toyota RAV4 best car I have had I was just in an accident hit and run accident wasn't my fault they ran a red blinking light! But I LOVED it still love my RAV4 the safety features are the best motors are amazing but the price for the new ones are ridiculous are you paying for a Lamborghini or what! I can't believe the price hikes and they wonder why people have been buying more used cars than brand new smh!
Makes me realize how blessed I was to find an extremely well appointed special order 2021.5 Ford F-150 XLT Off Road edition 4x4, with a 3,5l Ecoboost engine last week. For whatever the reason, the person that ordered it walked away from it. It is a beauty with a special limited edition Space Grey paint, and carbonized black trim, with steel bash plates and an upgraded tow package. We left knowing we got a good deal, by independently verifying pricing elsewhere. Deals are still out there along with great vehicles. But it requires equal parts of luck and patience.
Yes I just left Toyota of Glendale in Los Angeles and they said the adjusted dealer mark up is 10k on a RAV4 hybrid… I came in to buy and walked out as soon as my sales person said that! I will wait if that’s the case …..
People, remember these dealerships in the future. The ones that price gouged and didn't work with you and give them the bird. Cars will be overstocked again. F them!
Way late to the discussion, but could the dealer have just made a typo entering the markup? They could have meant to enter $4,000, which would make a lot more sense.
Unbelievable. Toyota owners in Japan need to crack down on these clowns, and make them pay the price with penalties! And fines. Some of these dealers rip the customers off bad…. Over mark ups should be illegal.
I was just quoted "$5-6k" for a dealer mark-up on a RAV-4 Hybrid LE at Plaza Toyota in Brooklyn, NY today. I thought that was extortionate, but they literally only had one in stock and apparently someone was supposedly in negotiations to buy it already.
You should go to Toyota in Manhattan, they only add $3000 for XLE hybrid trim. I just ordered one 2022 Rav4 Hybrid limited using the Costco program with no markup
I'll belive this when the author saws a full picture of the sales slip, not a crop and paste image. I suspect this not the truth