60k for a TRD sport.

Trucks not even out yet and market adjustments are showing up.

2024 Toyota Tacoma Markups Are Already Here (jalopnik.com)

 

They'll be lots of people who will pay it....

 

As they say, “A fool and his money”.

That said, sending the 3rd Gen in for a Diesel Toys conversion, makes a little more sense, not much more sense…but at those prices, might be able to justify it, probably can’t convince my wife though! Lol!

https://www.dieseltoys.com/2016-2023-tacoma

 

Here are two F150 news stories 2 years apart. Maybe Toyota is going down the same road. Only time will tell.

Report: $30,000 Dealer Markup On Ford F-150 Lightning Spotted
https://insideevs.com/news/557986/30000-markup-ford-f150-lightning/

FORD F-150 LIGHTNING SALES DOWN 46 PERCENT IN Q3 2023
https://fordauthority.com/2023/11/ford-f-150-lightning-sales-numbers-figures-results-third-quarter-2023-q3/

 

To be fair, only a small segment of the population actually wants electric cars, to the rest of the normal people you can’t give them away.

Desirable cars and trucks (Bronco Raptor, TRX, Hemi Rubi, GR Corolla, etc) are still marked up like crazy.

 

Many more that will not. People who are paying over MSRP for a mass produced vehicle these days have more money than brains unfortunately.

 

Most of the Toyota dealers in my area you’re still lucky to pay only MSRP.

 

Too many don’t even have the money. They’ll finance their dealer markups at 8% over 84-96mo b/c they just can’t help themselves.

Those folks are a big reason why manufacturers pump prices, and dealers stack markups.

 

It’s become built into their sales pitch.

I walk in and tell them I want to pay half of the vehicle off right now and finance the rest over two years at the TFS rate and they’re like “what’s the max monthly payment you can handle?”

 

With high loan interest rates and inflation I feel dealers will be selling for under MSRP after the initial rush of purchasers 'must have the newest vehicle ASAP' subsides...

 

Can you imagine being that much of a loser? markup on a tacoma

 

Morons are everywhere....

 

I don't get it either. Hopefully all this is just speculation...

If true, this consumer will not be paying that for a massed produced mid-sized truck

 

It is true and you can see them starting to pop up in the inventory system and several have dealer rape fee as well as a bunch if BS add ons. And yes, people are paying this price for midsize trucks. It seems like GMC and Chevy are selling everyone they get in and the Canyon AT4 is about the same price as the TRD OR with the packages added. Here is a Denali for $58k with no markup: https://cws.gm.com/vs-cws/vehshop/v2/vehicle/windowsticker?vin=1GTP6FEK5P1179442

 

Cali dealers around here were selling tundras for 100k, RAV4 primes for 100k, and charging $75,000 for 4Runner and Tacoma BroPros.

My neighbor paid over $70,000 for a black manual transmission Taco pro for his son (it’s not even a fancy color).

 

All the manufacturers are targeting the "more money than brains" population we have in this country. They've been doing it for the last 2 years.....and they've made a LOT of money off of stupid people!

 

Hard to spend low 50s on a Tacoma when you can get a new colorado for under 40k.

New 2023 Chevrolet Colorado LT w/ LT Convenience Package for sale in Putnam, CT 06260: Truck Details - 688052718 - Autotrader

 

That's like the equivalent to a tacoma SR5 2wd, which is about the same price.

 

I think Toyota should think long and hard about redeveloping the lower end of the Tacoma market with cheap, durable, reliable trucks.

 

Ahh didn't see the 2wd part.

41k for the 4wd.
New 2023 Chevrolet Colorado LT w/ LT Convenience Package for sale in Vernon, CT 06066: Truck Details - 699484798 - Autotrader