2024+ midsize pricing

How many $50k midsize trucks does any manufacturer expect to sell? Looks like any TRD 4x4 trim is going to push the OTD price to 50k or more. Limited is around $55k MSRP.

I recall looking at TRD Pro Tacomas in 21, when all the hype was around the new Tundra. The dealer still wanted a mark up on the $50k Pro. I also looked into 4Runners at the time. I don't think many were available and those had mark ups. Those prices pushed me into the fullsize 1/2 ton market.

$50k sounds like a lot for a midsize truck.

 

considering that toyota consistently sells over 200,000 trucks a year, i think it's plenty feasible.

if you were talking to them about a base model instead of the ultimate bells and whistles pro edition, the story would also likely change significantly as well..

 

2023s moved off the lot when dealers charged a +5k "just because we have it" fee. Until that level of demand changes, they can charge what they want.

 

I’ve recently seen 22’s and 23’s used on the lot going for what they cost new

 

The state of the new auto market in the US has changed from what your mindset seems to be.

Automakers are focused on selling less quantity, higher priced vehicles with more margin. Add on “connected services” monthly fees for additional features, and they have a more steady and varied income stream. In another thread, they were lamenting that most dealers won’t sell a vehicle without financing, so combined with very expensive sticker price vehicles, more and more people are going to be financing a very expensive vehicle even if they don’t want one, because the options are either a base Hyundai/kia or $30-35k civic or $50k+ crossover/SUV/truck.

Also, to make things more frustrating besides the mentality of a lot of Americans “needing” a larger vehicle (self conscious, scared of the other large vehicles,etc), there are fewer options for small cars or even cars these days.

 

a big part of the 'enlargement' of vehicles has to do with engine efficiency. when gas was cheap/free in the 40 and 50's, vehicles were overly large as well.

the problem became the gas crunch that came next. people have always loved larger, more physically-imposing vehicles. but now that mfg's have figured out the 'secret sauce' to squeezing the most out of a gallon of gas, they can work backwards to fit those more efficient motors into vehicles that people really want.

the main reason that the ford ranger was originally discontinued was that there was a minimal cost or mpg difference between the then-new eco-boost f-150, and aging ranger platform. ford reps had said at one point that they were finding many people cross-shopping within ford's own line, and in many ways, the ranger consistently lost.