2024 Toyota Tacoma TRD Pro May Get A $20,000 Markup

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Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

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, Automotive Editor - April 15, 2024
2024 Toyota Tacoma

Toyota has been on a roll with updating its most well-known models recently. The Toyota Camry, 4Runner, Land Cruiser, and Tacoma have all received recent redesigns. Vehicles like the 4Runner, Land Cruiser, and Tacoma all have loyal fans who have been waiting years for Toyota to come out with an updated model, which may result in some hefty markups. We already saw a hefty markup on the 2024 Toyota Tacoma at the beginning of the year and are expecting to see even higher markups for the rugged Tacoma TRD Pro.

When investigating markups at the beginning of the year for the 2024 Tacoma where we found markups as high as $10,000 for the midsize pickup truck, we learned that markups may be even more extreme for the off-road-ready TRD Pro trim. A sales rep we spoke with at Roseville Toyota in Northern California estimated that the 2024 Tacoma TRD Pro is expected to have a markup of approximately $20,000.

2024 Toyota Tacoma Rear

Obviously, this won’t be the case throughout the entire country. We’re sure some shoppers will be able to find a 2024 Tacoma TRD Pro with a lower markup, while others may find that $20,000 is on the low end. Toyota doesn’t necessarily stop dealers from placing markups onto vehicles, so dealers are free to charge what they want for sought-after vehicles.

Markups aren’t unusual for new vehicles. In fact, after the COVID-19 pandemic, they’ve become a lot more common. They’re especially more common on hard-to-find vehicles, which we expect will be the case for TRD versions of both the Tacoma and 4Runner. Still, with dealers openly confirming an expected markup of $20,000 on the Tacoma TRD Pro, it could create a situation where some shoppers are paying well over MSRP to get a model.

We haven’t heard about markups for the rugged Trailhunter trim yet, but we expect them to be just as high. As always, we suggest that shoppers shop around to find a dealership that is willing to sell vehicles at MSRP. It might require some extra driving or paying for shipping, but it beats paying an exorbitant markup.

Pictured: 2024 Toyota Tacoma

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, Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

Follow On: Twitter

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