2023 TRD PRO: $15,000 "Market Adjustment" over MSRP

According to Doug DeMuro, the market is slowing down and is coming down to more acceptable levels. Mind you, I got my 23 ORP non-KDSS in Lunar Rock (the color everyone is hunting for) for $1000 below MSRP at $45k. Similar ones in my neck of the woods were averaging $50k when I was looking for my 4Runner. Hopefully these insane mark-ups are gone soon...

 

My modified Offroad Premium will eat the TRD Pro for a snack. TRD Pro is overrated.

 

With the market turning, remember the dealers that tried to screw you with ADM when they had leverage.

When both shopping for my CTR and TRD Pro, I noted which dealers did mark ups and vowed to never do business with them or refer customers to them going forward, even after they drop the markups. One local Honda dealer in particular lost 3-4 customers I referred elsewhere within a year because of their COVID markups….hope trying to suck that extra $5K from a sucker was worth it.

The tide has turned, speak with your dollars. Don’t forget who tried to remain reasonable and who salivated at the opportunity to screw you. Just know, there were dealers throughout the craziness who, despite hurting due to low inventory, NEVER charged over MSRP. Even on rare models like the limited edition CTR or morizo GR Corolla.

Other MSRP dealers who were flooded with out of state customers/flippers did a local customer only priority waiting list for desirable models. These are the businesses we want around.

 

That’s cool but it still won’t hold its value like a Pro or ever be worth as much, so the market disagrees with you lol. To each their own.

 

Looks like the 2024 TRD Pro is around 60K (vs 57K for the 2023 OP posted), so people pay around $75000 for the best market value? Does the extra price tag + taxes + registration fees really worth the higher market value vs paying less to a TRD ORP and use that money for better suspension (with lift), bigger tires (with 3PMSF rating) yet don't have to spend money for wheels as TRD ORP wheels meet the specs for bigger tires, etc..

BTW, this is a question as I never thought about market value when buying any of my 4runners. I only thought about my needs.

Edit-
Forgot to add the pic of prices around here:





Edit2 -

But I do agree that TRD PRO gets factory warranty even though the TRD PRO parts are installed locally / does not come from Japan. Vs for other trims when we modify the warranty for related parts voided.

 

I know many modified jeep wranglers that are 20 years old that will eat your modified ORP for a snack and spent one fourth of what you paid for.
What’s your point exactly? Almost anything modify will easily beat stock. Maybe not everyone is looking to do hardcore trails with their 4R. 90% of 4R owners will not need more than what they have already. I could out crawl my stock pro and your modified orp any day with my 2000 wrangler on 35s.

why can’t people just enjoy and be happy with what they have?

 

Hi @Tank010 ,
Is this regards to below point?


If so, its not about accessories. As far as I see TRD PRO comes to the US as a bare bone TRD ORP and all those TRD specific parts from wheels tires down to smaller parts like TRD Pro badge is installed after it arrived in USA.


Edit -
Adding pics from one of our old threads.

 

Yep and the reason for ridiculously thin oil-0W-8 on newer Corollas. Squeezing every fraction of mpg increase they can, damn longevity.

 

Olympia, WA

 

My truck was built in Japan, has Japanese/Australian KDSS, and Australian BP-51 lift kit. It is better than TRD Pro in every way and costs less.

 

https://smartpath.toyotaofolympia.c...5JRXP6210579&source=t3&zipcode=98512&type=new

 

Even though KDSS is Australian your 4Runner is fully build in Japan Tahara factory. BP-51 are pretty serious suspension and not fair to compare with basic TRD Pro fox suspension. You get lift and also rebound and compression adjustment for your needs.

Its common Mrs and kiddo on one team want to take the Limited (with Ironman FCP) for more comfy and quieter ride vs TRD Pro.

 

If TRD Pro was like Wrangler's Rubicon Recon trim then it would be absolutely worth it. But it is not sadly. It is just a bunch of cosmetics, tires are sam size, gear ratio is identical. So why spend so much money and get so little. Offroad Premium is the way to go

 

Will the market adjustment be able to be recouped when sold or traded?

 

I just checked KBB value and looks like prices are pretty close to each other. (I checked with standard equipment. Didn't add options like KDSS or anything like that.)



Best case 2023 ones

 

The thing that will have all of us for a snack. But we are not talking that here. We are talking current 4Runner trims, and TRD Pro gives us nothing for all that extra money.

 

Not sure where you’re getting the $75K number from? I have never heard of anyone paying that for a new Pro lol. Only addressing “values” since you hear people with $10K+ in mods in their lower trim preach how an off the shelf pro is “a waste of money”.

Mods add nothing to the actual value of your car. I’ve had a bunch of modded cars, you’ll be lucky to get half your money back on used parts + a ton of labor investment for both installing/uninstalling all that stuff. Best I’ve gotten is 70% back on resale of uninstalled parts with only 10K miles on them. When you factor in the cost of my time, it’s a huge loss.

Meanwhile, every upgrade that comes on the Pro not only increases its value but the parts/related components retain warranty coverage.

For the majority of people who don’t need capabilities above what the Pro gives you (lets be honest, 90%+ of 4Runner owners), buying an ORP and dropping $$$ in mods to make it better than a Pro is not “better value”, its just what you prefer to spend extra money + time on that you’ll rarely recoup. Which is cool….but not better value.

Again, to each their own, but actual values of previous Pros (particularly special color ones) vs lower trims (especially modded ones) proves my point. People’s modded trucks may be more awesome to them but adds nothing in the eyes of most prospective buyers or dealers taking a trade in.

Many of us paid no market adjustment for our Pros. It’s an MSRP to MSRP new + future value comparison.

4Runner Pros (especially in that year’s special color), FJ trail teams, Land Cruiser heritage editions, etc all hold their values better than the lower trims. Mod any of those lower trims and the delta gets even bigger with age. Well cared for examples of any of those top trims command a premium, modded lower trim examples don’t.

 

Per my pic on my post a 2024 4R TRD Pro is 61K near me and adding 15000 market adjustment per this thread would make it 75K total. The first post of this thread OP share the pic says $74506

 

Good ole' stealerships.

 

Nobody in the history of stupidsville has actually paid that lol might as well ask for $200K, same chance they’d get it.

Talking to some guys at this season’s last cars and coffee, seems like even many Porsche dealers are becoming more open to some GT cars at MSRP with no prior purchase from them.

Met a guy who said his dealer sells GT4s with no markup on a first come first serve basis for allocations. Said he even got his GT4RS with no markup, although had purchased 1 expensive car from them in the past. GT3s are still tough to get without a bunch of nonsense.

Hopefully that’s a sign of the car market coming back to planet earth. Maybe the crypto bro money has dried up and no one else left is dumb enough to pay those crazy markups?

 

I generally agree with this. The exception to this is if you want kdss, like me, and better quality shocks, like me also. Then you buy an orp and upgrade suspension.

Otherwise I would have been searching for a pro.

 

I can’t believe dealers are still doing this. The market has a 50 plus day supply of ice cars and pick ups and trucks are even worse. Although, Toyota held back production for awhile, I recently read that they were changing this and ramping up production. As for the add-ons, smart buyers will negotiate those fees off. But as long as some people are willing to pay, a dealer will keep doing this.

 

Since before COVID there have been mark ups on Pros, while other trims could be found below MSRP pretty easily. Vid pushed mark ups on other trims from lots of dealers. Now runners can be found under MSRP again, but pros still have mark ups or maybe MSRP. I thought about a pro, but I felt the extra cost would not be recouped. Yes I could sell a pro for more than the same year mileage ORP, but I’d lose more $$$ between original cost of pro versus ORP

 

Pre-Covid is was $10000 Markup for the Pros.
Post-Covid the pricing is hidden and you have to call or ask sales staff for the price at the dealerships near my house.

 

There are markups for impatient people willing to pay them….that doesn’t mean it exists everywhere or that you factor it in to what the car is worth.

It was even worse for my CTR. Yes, many people paid $10-20K over sticker, but cars could be found for MSRP with a few phone calls/patience, something most people don’t have. I bought mine only an hour from my house for sticker while most surrounding dealers were still marking them up $10-20K.

It was never difficult to find a Pro for MSRP if you didn’t mind the wait for the allocation. That’s the max they’re worth, which is already a hefty ask for most given the age of the platform (benefit for me who doesn’t want new tech turdmobiles lol).

 

I have been trying to get a ‘23 or incoming ‘24 TRD Pro for MSRP and have talked with probably close to 20 dealerships in NY and surrounding states. Not one would agree to MSRP so I started looking for lightly used and was able to snag a 3 month old Solar Octane (my first choice) for several thousand under original MSRP. Even most used ‘23s were at or above original sticker. It does take some effort and a little patience but it’s possible to not overpay. I drove 4 hours each way to pick it up and couldn’t be happier. Dealerships that aren’t trying to gouge you also tend to be great to work with in other regards too. Good luck to all in finding your TRD Pro for a fair price. As long as we don’t cave and pay markups, they’ll eventually go away.

 

When I bought my 23 Pro, I called 20+ dealers in the NYC and South FL metro areas. Every single one was charging at least a $10K markup. I had to drive 3 hrs away finally to get one with a negligible markup. I know there are people here who say you need to be patient or you should never pay a markup, but the reality is that if you live in a decent metro area, you will never pay MSRP on a Pro - pre or post pandemic. A buddy just went through the same thing on his new LC.

 

I too called quite a few dealerships (some out of state) before getting mine. I even went to a dealership near me after they told me on the phone they just got a pro and would sell MSRP. Once I got there they tried to get me to pay 10k-15k over MSRP and when I confronted them about lying to me over the phone they just said it was due to miscommunication. I insulted them and left (and have been getting people I know to avoid it at all cost).
Almost 3 months later, I was able to get my pro at MSRP from a dealership 1h away but the wait was definitely worth it.

 

The thing is not even in special TRD Pro color
Here is my 2023 "TRD Pro" Custom, way cheaper. KDSS, EMU lift kit with BP-51(Made in Australia), Steel bumper, 12k winch, 34 inch KO2s, 6 X RCI skid plates, TRD Pro grill.
Folks need to stop falling for the TRD Pro scam.

 

Cool....you dumped a ton of money you won’t recoup into mods I don’t want or need. No thanks, I’ll keep my special color Pro lol.

Here’s my cousin’s modded Gladiator Rubicon that he also dumped a ton of money into that he’ll never see again:



Congratulations to you both but me, dealers paying for trade ins, and private sale buyers don't value your mods. But whatever floats your boat as long as you're happy, no need to justify your mod purchases to me.

But if you're curious about values, folks still value a TRD Pro over your off road model.