2020 Toyota 4Runner TRD Pro Is Getting A Massive Price Increase

As one of Toyota's oldest vehicles, the 4Runner is set to receive meaningful updates when it goes on sale for the 2020 model year. However, the latest pricing documents reveal that the automaker will be raising prices up to nearly $3,000 for the latest & greatest iteration of the truck-based SUV.

For 2020, all 4Runners gain Toyota Safety Sense P, which gets you automatic emergency braking, lane departure warning, adaptive cruise control, and automatic high beams. The model will also offer connectivity with both Apple CarPlay and Android Auto. However, these changes won't come without a price.

At the entry-level, the 2020 4Runner SR5 will start at $37,140 with destination, a relatively modest $735 increase compared to last year's MSRP of $36,405. The SR5 Premium has been priced at $40,335, $2,100 more than it did before. The TRD Off Road and Off Road Premium are rising $1,280 and $2,100, respectively.

At the top of the range, the TRD Pro has been priced from $50,885 with destination, a price increase of $2,975 compared to the previous year's sticker price of $47,910. That will make it the most expensive 4Runner you can buy, even pricier than the Limited Nightshade Edition ($49,780 for the 4x4).

This isn't the first time Toyota has raised 4Runner prices. For 2019, TRD Pro prices increased by $3,340. At the time, the vehicle gained respectable enhancements like beefier sport shocks, redesigned wheels, and a revamped skid plate and redesigned roof rack.

Will shoppers shell out almost $51,000 for a 4Runner? While Toyota's legendary reliability will surely be a selling point, the vehicle's last redesign was in 2010 and there are strong alternatives now like the Jeep Wrangler Unlimited ($45,040 for a Rubicon with automatic) and new Gladiator pickup ($47,040 for the Rubicon).

Elsewhere in the lineup, the RAV4 is set to gain its first TRD Off-Road model later this year, and vehicles like the Tacoma, Tundra, and Sequoia are set to gain TRD-related enhancements as well as part of a broader push to promote the TRD brand.

Learn more about the 2020 4Runner »

Pictured: 2020 4Runner TRD Pro

Editor's Note: A Toyota spokesperson reached out to express the brand's belief that the TRD Pro is competitively priced if you consider that the Wrangler & Gladiator Rubicon don't come with as many features in stock form. In addition to the features we listed, he also noted that the Pro will gain a TRD exhaust, revised instrument panel, an 8-inch touchscreen audio system, updated HVAC controls, and 2 rear USB ports.