LEGITIMATE FEE'S INCLUDED IN THE 'INVOICE' PRICE:
TDA (Toyota Dealer Advertising) Is based on the Base MSRP of the vehicle. It varies from region to region, but is a legitimate fee. Toyota charges this to every dealership. Toyota uses this for the national TV commercials, magazine ads, etc. To get an idea of the cost for your region. Go to www.carsdirect.com input your zip code. Select a trim and click on the invoice link. A window will open and you'll get the estimated TDA for your area. Ranges from $200-$800.
WFR (Wholesale Financial Reserve) also called a Floorplan Fee, is based on 1% of Base MSRP with no options. It is a charge normally used to prepare the vehicle for sale. It includes detailing, pre-delivery service and interest charges for keeping the vehicle on the lot. Most of the time if a vehicle has been sitting on the lot, the dealer doesn't make any money on this. Ranges from $229-$370.
Holdback Is the 2% profit (Base MSRP no options * 2%) that the dealer gets back from Toyota for selling a vehicle. You don't pay for this twice. Toyota just shows you exactly what the dealer will get.
All the above costs are legitimate charges and are figured into the INVOICE price on most Model/Price Guide's.
Additional legitimate fee's incurred by a dealership not included in the Invoice price:
Title and Registration Fee's: Varies State to State
Sales Taxes: Varies..based on local jurisdiction.
Gasoline: Varies from $6 up to 45+
Any other dealer's fee's are not legitimate and are not a direct cost to a dealership; therefore, I would not pay..
Bottom line: Invoice price + Tile/Registration + Sales Tax = Exceptionally good deal.