Toyota 4Runner Markups: Dealers Went Full Bandit on the 2025 Launch

2025 Toyota 4Runner dealer markups hit $9,995, pushing prices past MSRP before delivery. See the worst offenders.

Now that we're deep into 2026, looking back at the 2025 Toyota 4Runner launch feels like watching a horror movie where the villain is a dealership finance manager. The sixth-gen 4Runner was supposed to be Toyota's big comeback, a boxy off-road hero with fresh tech and rugged attitude. Instead, dealers treated it like a limited-edition collectible and started slapping on markups before the SUVs even rolled off the production line. I mean, the thing was barely built, and some showrooms were already asking for five or ten grand over sticker. Talk about counting your chickens before they hatch. Or in this case, counting your Benjamins before the bolts were tightened.

Let me name and shame, because that is the only way these markup monkeys learn. I saw listings from California dealerships that made my wallet scream hard pass.

The Worst Offenders I Found

First up, Maita Toyota in Sacramento. They landed a 2025 4Runner TRD Off-Road Premium. Toyota's website listed it at $54,970, but Maita added $5,000 right off the bat. And get this: it did not even have the i-Force Max engine. Then they piled on options like a $65 ball mount, a $400 tow tech package, and $1,325 for 18-inch TRD wheels. That brought the price to $59,398. But Maita was not done. They adjusted it to $69,393 with a $9,995 markup. No thanks, buddy. I would rather walk.

Then there is Stevens Creek Toyota in San Jose. They had another TRD Off-Road Premium with an MSRP of $60,083. A $4,995 Dealer Price Adjustment pushed it to $65,078. The kicker? The SUV was not even finished yet. It was still in production. So they were basically selling me a promise and charging me extra for the privilege. That is not a dealer adjustment; that is a dealer delusion.

Venture Toyota in Ventura was selling a base model SR5. It was also in the build phase, with an estimated arrival of February 23. MSRP was $48,247, but a $5,000 dealership markup brought it to $53,247. For a base SR5! I could buy a lot of tacos for five grand. 🌮

Here is a quick breakdown of the damage:

Trim	MSRP	Dealer Markup	Final Price
Maita Toyota TRD Off-Road Premium	$54,970 plus options	$9,995	$69,393
Stevens Creek Toyota TRD Off-Road Premium	$60,083	$4,995	$65,078
Venture Toyota SR5	$48,247	$5,000	$53,247
TRD Pro / Trailhunter	Starts at $66,900	Who knows?	Probably painful

Why This Stinks

The 4Runner has always had a cult following. People love it because it is tough, reliable, and does not look like a suppository. But that loyalty is exactly why some dealers feel entitled to charge extra. They know someone with more money than patience will walk in, see the shiny new 4Runner, and say shut up and take my money. And unfortunately, there is a sucker born every minute.

Me? I checked out the 2025 4Runner TRD Sport Premium last month, and it had some awesome features. The interior felt modern, the off-road goodies were legit, and the styling was pure rugged goodness. But paying $5,000 or $10,000 over sticker just because a dealer thinks it is worth it? That is not the move. That is a one-way ticket to regret city.

Now, in 2026, the sixth-gen 4Runner is not exactly fresh meat anymore. The hype has cooled, and some dealers might actually be dealing. But the lesson from the 2025 launch still stands: never pay markup without a fight. The top-tier TRD Pro and Trailhunter started at $66,900, and you can bet your bottom dollar that early adopters were getting hit with markups that looked like a phone number. Those high-end trims are usually more limited, which gives dealers an excuse to act like they are selling a Ferrari.

Here is my advice if you are shopping for a 4Runner in 2026:

• Shop around. Some dealerships are not adding markup. Find them.

• Get quotes in writing. Email every Toyota dealer within 200 miles.

• Be ready to walk. The best negotiating tool is your feet.

• Do not fall for market adjustment nonsense. It is just profit with a fancy name.

• Consider waiting. The hype dies, and prices come back to earth.

• If you must have a TRD Pro or Trailhunter, check the used market too. Someone else already ate the markup.

At the end of the day, the 4Runner is a great SUV. It is not a great SUV because a dealer marked it up. It is great because Toyota built it right. So do not let some smooth-talking salesperson turn your dream ride into a financial nightmare. Keep your head on a swivel, know the MSRP, and do not be afraid to say no deal and walk out.

Remember: there is a Toyota 4Runner for every occasion, but there is no occasion that justifies paying $10,000 for nothing. Unless that occasion is I have too much money and I hate myself. In that case, go wild. But for the rest of us, shop smart, drive happy, and let the markup clowns keep their balloons.