2024 Toyota Tacomas Already Have $10,000 Markups

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Senior Pricing Analyst

As CarsDirect’s resident pricing expert, Alex offers must-know analyses of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured by The Wall Street Journal, Fox Business, Motor Trend, Automobile Magazine, and more.

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, Senior Pricing Analyst - February 8, 2024
2024 Toyota Tacoma TRD Off-Road

Toyota's newest truck already has some pretty extreme markups. With the 2024 Toyota Tacoma barely starting to arrive, some dealers have markups as high as $10,000 over MSRP. This could make the completely redesigned truck extremely expensive if buyers can't avoid paying a 2024 Toyota Tacoma markup right now.

At Roseville Toyota in Northern California, every 2024 Tacoma has a $9,995 markup. CarsDirect spoke with a salesperson who confirmed the figures advertised online are accurate. What's more, all 63 trucks on the dealer's website haven't even arrived yet and are either still in transit or are in the process of being built.

2024 Toyota Tacoma Off-Road Double Cab red color rear view

The dealer's cheapest 2024 Tacoma is an SR5 4x4 Double Cab with an online price of $52,730. That's based on an MSRP of $42,735 plus the markup. While Toyota will build cheaper 2024 Tacomas like the SR 4x2 XtraCab (MSRP $32,995), the salesperson we spoke with said SR5 and TRD models are arriving first.

At the high end, the dealer's most expensive listing is a TRD Sport at $63,820 ($9,995 over the sticker price of $53,825). And that's not even the priciest 2024 Tacoma that Toyota plans to sell. Pricing for the redesigned TRD Pro as well as the all-new Trailhunter model has not yet been announced as of this writing.

2024 Toyota Tacoma dealer markup Roseville Toyota

Market adjustments aren't unusual for highly anticipated vehicles, but $10,000 over MSRP could be a tough pill to swallow even for Tacoma fans. If you can manage to avoid having to pay dealership add-ons, there's also the fact that the 2024 Toyota Tacoma is arriving with no financing incentives or lease deals whatsoever.

Fortunately, not all dealers charge markups, and pricing is usually based on supply and demand. The salesperson at Roseville claimed to be the largest Toyota dealer in Northern California. Still, having a big selection may not translate to better prices. The dealer is also charging $2,000 markups on Toyota Corollas.

Explore Toyota Tacoma Prices & Deals

, Senior Pricing Analyst

As CarsDirect’s resident pricing expert, Alex offers must-know analyses of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured by The Wall Street Journal, Fox Business, Motor Trend, Automobile Magazine, and more.

Follow On: Twitter

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