Invoice Pricing - 2024 Hybrid Off Road Premium

[rustytaco]

Been on the prowl for a new truck for a few months now. A couple days ago, I started looking up the global inventory on Toyota's main site. Added my ideal specs, etc. Ended up calling like 10 different dealers within roughly 250 miles. A few of them were already accounted for with deposits. Found two local ones that were exactly what I was looking for. Bronze Oxide, hybrid, Off Road premium package. One dealer posted a relatively aggressive price (car on the lot) and the other had one in transit. The first dealer was more frustrating to work with, and farther, so I chose the second one. They also said they would beat any price by $500.

They were super transparent about invoice pricing, I was a little surprised. So are they giving me the full picture? You help me decide!

The configuration I was looking at had an MSRP of $57,573. That included about $600 in random port installed options (floor mats, tube steps, tailgate letters). Still working on removing those, since the truck has yet to be put on a train for shipping. I was told it may still be possible. At the end of the day, they offered right around $2k off MSRP. Invoice price is $54,074. The gave me a final price of $55,574. Plus taxes, fees, etc. Seems like they have about $3500 of profit built into them. So it looks like they are going to make $1500 on the sale at this price.

I talked with TRD Jon and he said that was a pretty decent deal.

Any thoughts? They also include a TDA (marketing) charge of $1k. They tell me the TDA is a marketing cost passed onto them from Toyota. Not sure how true this is. Mixed answers online. And of course the delivery and destination fee for $1500.

Picture attached from what they printed for me. Let me know what you think!

 

[I Love Tacos]

Apart from that $1K marketing charge, it seems like a decent price. I purchased my Pro at MSRP in October and there wasn't any "marketing" charge included on the invoice - seems like relabeling for a mark-up.

 

[rustytaco]

Apart from that $1K marketing charge, it seems like a decent price. I purchased my Pro at MSRP in October and there wasn't any "marketing" charge included on the invoice - seems like relabeling for a mark-up.

So I actually emailed a regional Toyota contact I have... It's not a markup, and does represent the "fee" Toyota charges the dealer to pay for all the marketing they do. It's 100% legit and can vary from state to state. If a dealer removes it, they're just doing so symbolically, and taking away from their profit margins. Same thing applies to the delivery and destination fee. These are both non-negotiable when a dealer buys a truck from Toyota.

I imagine the Pro and Trailhunter have the best margins with all the extra stuff. Some automatically come with like the bed racks and roof racks, and it's just added to the build sheet as a charge for total MSRP. So if you got one of those full big bed racks, there's like $3k extra on the truck's price. Probably only costs like $200 to make, lol. If I had to guess, invoice on a Pro and Trailhunter probably has between 5-7k over actual dealer invoice. Given that a loaded ORP hybrid has about $3500, and those two top trims are 10-15k (ish) more expensive than that one. Gotta be some bigger money for the dealers. Now imagine those that originally marked them up to 80.....

But per this one, I think I got a good deal too. They called and told me today they can't removed the port installed options, even though they aren't installed yet. So if you catch a vehicle in the build phase (use Toyota's main site and vehicle locator to your spec), then you can remove them all. In my case, about $700 extra worth of tube steps... etc. Things I will take off and immediately try to sell. Not my style haha. A little annoying, but obviously not the end of the world. That said, you should be able to grab a truck like mine, for almost $3k off MSRP, relatively easily now.

 

[VprGts]

That $1k marketing fee sounds like complete bs. I’d tell them to sharpen their pencil some more. Otherwise looks like a good deal. I went to Michigan to pick mine up there was no $1k fee.

 

[I Love Tacos]

So I actually emailed a regional Toyota contact I have... It's not a markup, and does represent the "fee" Toyota charges the dealer to pay for all the marketing they do. It's 100% legit and can vary from state to state. If a dealer removes it, they're just doing so symbolically, and taking away from their profit margins. Same thing applies to the delivery and destination fee. These are both non-negotiable when a dealer buys a truck from Toyota.

I imagine the Pro and Trailhunter have the best margins with all the extra stuff. Some automatically come with like the bed racks and roof racks, and it's just added to the build sheet as a charge for total MSRP. So if you got one of those full big bed racks, there's like $3k extra on the truck's price. Probably only costs like $200 to make, lol. If I had to guess, invoice on a Pro and Trailhunter probably has between 5-7k over actual dealer invoice. Given that a loaded ORP hybrid has about $3500, and those two top trims are 10-15k (ish) more expensive than that one. Gotta be some bigger money for the dealers. Now imagine those that originally marked them up to 80.....

But per this one, I think I got a good deal too. They called and told me today they can't removed the port installed options, even though they aren't installed yet. So if you catch a vehicle in the build phase (use Toyota's main site and vehicle locator to your spec), then you can remove them all. In my case, about $700 extra worth of tube steps... etc. Things I will take off and immediately try to sell. Not my style haha. A little annoying, but obviously not the end of the world. That said, you should be able to grab a truck like mine, for almost $3k off MSRP, relatively easily now.

That makes sense and as you mentioned it was pretty transparent on the dealer's part to actually list it out on the invoice as opposed to simply "baking it in" with port add-ons. At the end of the day, if you find the truck you would have basically built for yourself and aren't being charged some overt mark-up fee - then you're getting a good deal. Can't wait to hear what you do!

 

[rustytaco]

That makes sense and as you mentioned it was pretty transparent on the dealer's part to actually list it out on the invoice as opposed to simply "baking it in" with port add-ons. At the end of the day, if you find the truck you would have basically built for yourself and aren't being charge some overt mark-up fee - then you're getting a good deal. Can't wait to hear what you do!

Yeah they have been great to deal with so far. I'm always skeptical, and there are dealer incentives that Toyota offers that we don't get to see, but I think they showed enough. I don't know if the average consumer even goes this deep, haha. I'm happy.

I'll definitely be posting a ton. A build thread, a bunch of dedicated posts for mods too. Already got quite the plan for it! Going to happen fast.

 

[stellarbuilt]

@rustytaco - looks like a nice Tacoma Konrad! Happy to see you making the move into a 4th Gen. You need to bring that thing out west when it arrives. Rubicon time! What tire size you going with?

 

[rustytaco]

@rustytaco - looks like a nice Tacoma Konrad! Happy to see you making the move into a 4th Gen. You need to bring that thing out west when it arrives. Rubicon time! What tire size you going with?

Thanks! I'm excited for a new build. Might need to make my way out there eventually. Probably going start with a 33x12.5x17. But the real goal is to get some 37s on there... Just need to wait for a lift kit, etc.