The 2024 Toyota Land Cruiser: Dealers Cash In on High Demand
Excitement Surrounding the 2024 Toyota Land Cruiser
When Toyota announced the return of the Land Cruiser to the North American market, anticipation skyrocketed. However, dealerships are taking advantage of this excitement by adding significant markups to the prices of the vehicles as they hit their lots.
Dealer Markups on the 2024 Toyota Land Cruiser
Despite an MSRP of around $77,000, some dealerships are charging as much as $97,000 for the 2024 Toyota Land Cruiser First Edition. This markup can reach up to $21,000, especially among California dealers.
Dealer Markup Examples
- Maita Toyota in Sacramento, California, is selling two 2024 Land Cruiser First Editions with prices ranging from $91,295 to $91,645 due to dealer adjustments of $14,950.
- Magnussen’s Toyota of Palo Alto lists Land Cruiser First Editions at $92,473 and $93,304 with dealer adjustments of $14,999.
- Future Toyota of Yuba City, California, adds a markup of $19,995 to its Land Cruiser First Editions.
- Thompsons Toyota in Placerville, California, charges $97,043 for the SUV with a $20,000 markup.
Impact of Dealer Markups
These markups can drive away potential buyers who are unwilling to pay such inflated prices. While dealers justify these markups with supply and demand principles, it remains disheartening that customers are being taken advantage of in this way.
Conclusion
Dealer markups are not unique to the Land Cruiser or Toyota and continue to be a common practice across various vehicle models. These practices can alienate customers and create barriers to ownership for many individuals.
