2024 Toyota Tacoma Hit With Dealer Markups Up To $10,000

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The listing for a Toyota Tacoma TRD Sport is priced at $63,820 including the markup.

Buyers looking to get the 2024 Toyota Tacoma can expect a dealership markup of up to $9,995 on top of the bumped MSRP for the all-new fourth-generation iteration. CarsDirect discovered the hefty dealer markup at Roseville Toyota in Northern California.

The dealership has 63 trucks listed on its website, yet none have arrived yet. The cheapest is the Toyota Tacoma SR5 4x4 Double Cab, priced at $52,730 based on a $42,735 MSRP plus the markup. There will be more affordable trims, like the SR 4x2 XtraCab, with a $31,500 MSRP, but that isn't offered by the dealer yet.

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The Toyota Tacoma SR5 slots between the base SR and TRD PreRunner trims, coming with a 2.4-liter i-Force turbocharged engine good for 278 horsepower and 317 lb-ft of torque. The dealer also adds accessories such as door edge guards and a quick charging cable package worth $340.

In contrast, the most expensive Toyota Tacoma Roseville Toyota is selling is the TRD Sport at $63,820, which, again, is slapped with a $9,995 markup. It comes with a $9,230 dealer-installed accessory package, including a TRD Sport Premium Package consisting of off-road-ready exterior bits, a power tailgate, and a JBL sound system.

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The Japanese automaker will soon offer even pricier trims called TRD Pro and the all-new Trailhunter, which will take the fight to the Ford Ranger Raptor. These will come standard with a 2.4-liter i-Force turbocharged hybrid powertrain, with the Trailhunter boasting a high-mount air intake that makes 326 horsepower and 465 lb-ft of torque.

The 2024 Toyota Tacoma does not come with financing incentives or lease deals, so prospective buyers have to make do with huge dealer markups. There are ways to avoid market adjustments, including negotiating with salespersons or finding other dealers. Then again, markups are almost always expected, especially for highly anticipated models.

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