Dealer Marks Up A 2024 Toyota Tacoma By $5,000 Before It Even Hits The Lot

2024 Toyota Tacoma TRD Sport
2024 Toyota Tacoma TRD Sport

Toyota’s all-new Tacoma is expecting to hit dealer lots this month as they slowly trickle out of the factory. As of this writing, there are less than ten 2024 Tacoma’s for sale in the whole country. While the majority of those don’t have prices listed yet—presumably because the dealer wants to tell you how much the markup is over the phone or by coming in—at least one dealer is already marking its Tacoma up.

Screenshot: Thousand Oaks Toyota
Screenshot: Thousand Oaks Toyota

Thousand Oaks Toyota, a dealer in Southern California has a 2024 Tacoma TRD Sport listed for sale. Including a $5,000 “dealer adjustment” and its MSRP of $54,437, Thousand Oaks Toyota wants $59,437 for a TRD Sport. That’s a well equipped Tundra money (you can get a lightly optioned Tundra Limited or for a couple grand more you can have a Tundra Platinum.)


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Of course, most people never consider any of this, which is why car payments and auto loan debt is the highest its ever been. As I always say with markups or highly priced cars, if you’re going to do it, know what you’re getting into. Other than that everything about this is wrong and most people shouldn’t buy this. The sad part is with the coming Tacoma TRD Off-Road trims and Trailhunter, these markups are only going to get worse.

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