Dealer markup on 2023

MSRP is the price on the window sticker including PIO, as well as D&D. It does not include dealer "add ons" such as window tint, nitrogen tires, etc. Those are listed on the dealer addendum legally required if anything is added to the sticker. Not sure why this forum is so stuck on PIO not being part of the truck, it's listed on the sticker from the plant it's part of the MSRP.

 

Most of the dealers in my area are starting to knock down off MSRP... and none around here are forcing addons.

 

Bought a 2023 last weekend and joined the Tacoma fam after many years of dreaming.

The window sticker listed a dealer markup of $2000, but despite that we were offered up-front pricing of $2000 off. Negotiated an additional $500 fairly easily. Would have asked for more, but they valued our trade-in higher than we were expecting and we ended up where we wanted to be without having to ask for it.

Located in the SF bay area. I think we bought the last Lunar Rock TRD OR within 250 miles...

 

In April I got my '23 TRDOF with the MT for msrp. A dealer on the Oregon coast. In this state, its about 50/50 whether a dealer is doing a market adjustment addon or not. For what it's worth, Lums Toyota in Astoria has never charged a market adjustment.

 

One year ago msrp was a deal. In todays market $2000-5000 off msrp is a deal … msrp is just a line in the sand.

 

Semi true. Yes, they are different entities. But Toyota should be concerned that stealerships make folks walk off to other brands. Can’t wait for the day where one eliminates the stealerships and all is done online. The stealerships I talked to did nothing to contribute to my buy of a Tacoma. They did’t even know details of the products….

 

The only reason any markup works is because people are willing (dumb enough?) to pay it.

Instant gratification and staying ahead of the Joneses will be the root cause of many a financial collapse.

 

In the USA they can't go direct to the customer. Look at the laws. It's the only reason dealerships are still around. Who wouldn't buy a car for what a dealership does?

 

Tesla does it.. as does rivian. And they raised msrps instantly … and now
Lowered them. Tomato Tomahto

 

I enjoy hunting for deals less than MSRP, eliminating dealerships will eliminate the competition since everything is the "same" price. People who can't spend 10 minutes (it's that simple) to research and find an aggressive price deserve to pay what they do.

 

I paid sticker and refused to pay any markup

 

When folks say I purchased my Tacoma for $5K under MSRP, do they actually mean sticker price?
MSRP does not include distributor add-ons (floor mats, TOYOTAGUARD, etc.) and shipping/handling.
I suspect that dealers get a share of distributor bloat which could account for below sticker price.
Shipping/handling is likely a source of profit for the distributor but that likely funds transportation self-insurance.
My local dealer conflates sticker price and MSRP. They claim (in person) to sell for MSRP but they mean MSRP + Distributor + Shipping/handling = sticker.
Of course, when the deal is written, $650 is "required" as DMV services. And they will try to sell (though low pressure) add-ons.

Time frame is also a factor. If the economy doesn't deteriorate, new V6 Tacoma's may rise in value as 2024 approaches.

So, what, when and where (details) would be useful information for comparison.

Example: I actually purchased a new Toyota extended cab PU, 4cyl, AT, 2WD in Newport News Virginia for $8300.!
The year was 1985 and the dealer knocked off $200 because I received the A/C in a box and installed it myself!

 

If anyone is still on this thread a lot of stealerships have eliminated markup at this point for the 23 tacos. Factory preinstalled add-ons you still pay but thats it. ie upgrade to the 8ich display from the 7ich for 1500, but markup isn't there anymore. I have been looking hard for exactly what I want now that its year end and the 24 is coming soon, soonish, maybe?? They still wont drop anywhere near MSRP but I'm in CA and am generally fuct bc I'm a captive audience.
CA def has direct to consumer prohibitions, this year Toyota threatened the dealers bc their markup and they just laughed back at them (buddy is a lobbyist for the energy sector). I want the new toy but only because I totalled my 99. sad face. long bed off road is still 45k, which is 4k over true MSRP (pre add-ons) and they just laugh if you try to haggle. cause it will be sold in a couple days. and it does, idiots paying way over MSRP just for the "privilege" of purchasing a tacoma. 52k for a minimal add-on offroad beacuse CA taxes also suck ass.
If anyone sees a 50 state emissions legal one for MSRP id fly anywhere and drive it back

 

I'd start passing gas and see if they keep laughing, then walk out buy something else or nothing at all.

 

Check out ToyotaDirect in Colombus, OH. I just purchased a TRD OR with minimal add-ons for $2800 under invoice(MSRP) less than 2 weeks ago.

 

Sticker price is essentially MSRP as the same delivery, processing and handling fee is charged for every Tacoma regardless of where it is shipped.

 

Invoice =\= MSRP.

 

I’m one of those guys who will never pay a market adjustment. I tell them what I’m willing to pay and if they say no, I walk away. Usually I get a call back the same day. One time I walked and by the time I got to my car the salesman was running out of the door saying that they would meet my price, I was in a foul mood by then and told them too late, they had their chance. Ended up getting a better deal at another dealership. Some of the benefits of having several Toyota dealerships in my area.

 

Total of 2 available 2023s online and both used shortbeds