The Truth Behind Dealer Markups on the Toyota Land Cruiser
Introduction
Dealerships are notorious for adding unnecessary fees and packages to new vehicles, and the Toyota Land Cruiser is no exception. One California dealer, Toyota Carlsbad, has been caught adding almost $15,000 in extras to the price of a Land Cruiser, bringing the total cost to over $92,000.
The Problem with Markups
Research shows that dealer markups can harm brand loyalty and customer satisfaction. Despite this, some dealers continue to add exorbitant fees to their vehicles. In the case of Toyota Carlsbad, the added value does not justify the inflated prices.
Unpacking the Fees
One Reddit user uncovered the additional charges on a Land Cruiser priced at $77,889. The dealer included four ‘options’ – premium ceramic window tint for $2,995, a windshield protection warranty for $2,995, Simoniz Ceramic for $3,995, and ‘All Terrain Tires’ for $4,995. Let’s examine the true cost of these add-ons.
All-Terrain Tires
The dealer claims the tires are worth $4,995, but similar tires retail for around $280 each. The justification for this markup is questionable at best.
Windshield Protection Warranty
The $2,995 warranty for the windshield seems excessive, considering a comparable Lexus windscreen costs under $600. Even if the Land Cruiser windshield is pricier, a $2,995 warranty is unreasonable.
Simoniz Ceramic Coating
Priced at $3,995 with a ‘lifetime guarantee,’ this coating may seem valuable. However, one can purchase 30 gallons of a similar product for under $1,500. The dealer’s pricing is unjustified.
Premium Ceramic Window Tint
Charging $2,995 for window tinting is excessive in today’s market. Customers can likely find a better deal elsewhere for this service.
Conclusion
Toyota Carlsbad’s practice of inflating prices on Land Cruisers is not an isolated incident. Multiple vehicles at the dealership have similar markups, indicating a pattern of unfair pricing. Customers should be aware of these tactics and seek transparency when purchasing a new vehicle.