Tacoma TRD Pro Cost $65,395

Big price jump between Limited and Trailhunter / TRD Pro.

• SR5 $41,895
• TRD Sport $43,295
• TRD Off-Road $43,295
• Limited $53,595
• Trailhunter $64,395
• TRD Pro $65,395

For comparison

• Toyota Tacoma TRD Pro $65,395
• Chevrolet Colorado ZR2 $48,790
• Ford Ranger Raptor $56,960
• Nissan Frontier Pro-4X $41,550

 

Is that limited price with or without the hybrid option?

 

They are pricing themselves out of the market. This will probably be the case for the 4Runner also.

 

I totally agree I'm not spending 70k on a 4runner Pro.

 

Judging by this it seems the Limited Hybrid is $55,800 not counting destination. I think the listed prices above include destination.

https://www.carscoops.com/2024/04/t...dds-more-power-and-variety-to-a-great-recipe/

 

Toyota website

 

That's the 2024 configurator, the hybrid option was delayed a year to 2025 unless I'm horribly mistaken.

 

Looking at the big/long term picture....the Pro and Trailhunter come from the manufacture and sales floor with a lot of the accessories and add-ons we would normally buy and either install or pay to install ourselves. The difference is that its all already added, covered by a manufacture warranty, and available all up front. Granted, it may not be the companies or brands or designs we like but it doesn't defeat the fact they come preinstalled and "ready to go". When you do the math for the purchase, shipping, and install of the add-ons it comes out to pretty close to what the Pro and TH trims cost. That's not including any dealer mark up (THANK GOODNESS my Toyota Dealerships in S.Fl aren't allowed to do individual markups). Really, we said the same thing about the 5th gen Pro model and how it wasn't worth the 7K extra and blah blah blah but the trim still sold and we still spent the money to modify regardless of what trim and spent way too much on everything nowadays. As long as the longevity is equivalent to the 5th gen and previous gens, i think it'll be worth it for someone that doesn't want to take the time to build a rig and just wants to get in a drive up a trail.

 

There was no exclusivity to the 5th gen Pro they are freaking everywhere. People will still pay it for the clout.

 

If the 6th gen Pro is indeed $65k plus, I won't pay for it. The GX550 is a much better value at this point.

 

I would look at the GX550 Overtrail or even a Grenadier at this point.

 

I wonder if its the case of MSRP X and actual price you pay is X-Y. But those are ridiculous prices.

 

Top of the line Tundra is $84k at the dealership.

Would not surprise me to see Tacoma in the mid 60s.

 

Yea the elephant in the room is that it used to be that only suckers paid MSRP. We have MSRP to anchor us but it's hard to say what's really happening overall in the sales desk and finance office other than what people post.

Incentives and whatnot too. I read about car prices tracking inflation but I'm wondering if those are all using MSRP each year.

 

Wow, you can get a Chevy Colorado ZR2 with the Bison package that includes front and rear electronic lockers, full skid plates, custom bumper and electronic disconnecting anit-sway bar for less than that. The ZR2 is highly rated and incredibly capable. Without the Bison package, the ZR2 is only about 50k.

It's getting hard to see the value in the Tacoma.

 

They are effectively eating at margin from dealerships. Most TRD Pro 4Runners sell for that much or higher in the Austin, TX area anyway, which I think it’s incredibly crazy, and frankly, dumb.

So rather than pricing it at $55k and letting dealers mark it up to $66k , Toyota is charging a higher invoice price from dealers. Probably something in the order of $61-62k

 

Inflation sucks.


Heres the devils advocate view.

In July 2014 I bought a MY2014 Tacoma TRD Offroad for $31,500 + TTL. That was before this insane sellers market of dealer markups and I was paying close to invoice. Lets call MSRP 33k. If I plug 33k into the CPI inflation calculator, 33k in July 2014 has the buying power of $43,261 in 2024 dollars.

wow.

Considering how much more the '24 offers than the '14, being sold for essentially the same price in constant, inflation adjusted dollars is probably not a bad deal.

The Pro being another 20k... ehhh

 

Finally It’s no longer a dilemma for me. $70k Toyota 4Runner/Sequoia or $80k Mercedes-Benz GLS450. These people at Toyota USA overestimate brand loyalty.

 

Yeah it isn't new to see the new model absorb the inflation of the prior gen. It's a lot harder to add 5% year over year when things don't change.

 

Thats like $86K CDN + tax, fees for a pro. Thats AT LEAST $90k CDN out the door for a pro. Can you imagine how much the 6g 4runner will be?!

 

I love the look of the new Tacoma's, but damn, they are pricey as shit now. I just priced out a TRD OR, almost exactly how my 3rd gen was spec'd out (granted, the 4th has a few more options that I didn't have).

I paid $47k OTD for mine; and it had leather, sunroof, LED headlights. It had every single option. The new one is almost $56k for the same specs and options!

 

I have a feeling these will sit on the lot and we'll see their price come back down to reality eventually. With this economy, I just don't see these flying off the shelf considering the competition. I like Toyota, but we have to be realistic here. Most people are more careful with their dollar now and are looking for the best value for their buck.

 

That's actually not bad considering it's a brand new Generation.
For context, the limited in 2014 went for about 42k/43k and now goes for 49k/50k. And that is on the same vehicle belonging to the same generation.

 

Honestly, it seems like the 4Runner crowd is a lot more pragmatic bunch than the avg American consumer based on the reactions so far in this forum to the announced Tacoma pricing. If one overlays median incomes against median car purchase price it reveals an insane picture in terms of what most people are “willing” to pay. The waitlist for the 5th Gen TRD Pro never went away despite the price hikes through the years with next to no new tech. My 2015 TRD Pro 4Runner had an MSRP window sticker of $45k and now in its final model year it’s $56k for a 2024. If consumers weren’t all so willing to buy them and pay up, manufacturers couldn’t keep hiking prices but their price discovery has only revealed inelasticity in demand.

 

Got technical here with elastic or inelastic demand! But very true and all your points.

 

As I said before 6th gen 4Runner pro will start at about 67k 4Runner trd off road premium hybrid will be about 60k

 

You think the 4Runner hierarchy will be the same with TRD Pro most expensive followed by Trailhunter? It seems like there is more equipment on TH so I was surprised to see the pecking order in terms of price.

 

Something I've noticed in the last 15 years or so is how so many more people are willing to get into debt up to their eyeballs. I see so many people with new vehicles and toys that can barely pay their bills and are literally one missed paycheck away from financial ruin. They've taken "keeping up with the Joneses" to a whole new level.

 

Keeping with Joneses, Smiths, Antonellis, O'briens, and the Fujimoris.