The new-generation Toyota 4Runner hasn’t even had enough time to stretch its legs in the real world yet, but the resale market is already rising high. I was browsing through the "6th Generation Toyota 4Runner" Facebook group this morning when a post by Izzy Tzaig talking about that price hike caught my attention. He saw a used 2025 Toyota 4Runner, with just under 5,000 miles on the clock, that was listed for more than $70,000. That’s higher than MSRP for most brand-new TRD Pro or Trailhunter trims. To make matters more eyebrow-raising, the seller had turned off comments on the listing, a sign that they seemed to know the pricing was going to spark a firestorm.
In Izzy’s words: "I know why someone turned her comments off. Paying around $70k pre tax/fees for a pro or trailhunter is already a big increase. I know it’s a new gen and what not, but the markups by some dealers are crazy. Some dealers with the 'no' markups are adding a bunch of extras to skirt around the 'no' markups. To see a used one with just under 5k miles priced in the $70k's is laughable. I know someone is going to say it’s the market or supply and demand, but I hope people are patient and buy from good dealers. Avoid people selling used ones for more than new ones."
Dealer Markups Have Grown Bold
Izzy’s frustration reflects a broader trend among Toyota shoppers who are seeing once-affordable off-road icons turn into speculative assets. It isn’t just about high demand, but about how that demand is being manipulated. For example, Rick Rokes chimed in under the post saying, “My local dealer had an extra window sticker they created adding $5000 to the price with no explanation.”
We’re not just talking about limited editions or rare trims because this is happening across the board. Dealers who publicly claim "no markup" are skirting the pledge with inflated accessory bundles, sometimes unnecessary warranties, or, in this case, bizarre used listings that seem crazy to viewers. These tactics could be eroding trust among loyal buyers.
Even more baffling is that some of these markups exceed the cost of a new one, which calls into question whether Toyota fans are walking into a market or a minefield. If you're already wondering whether that price tag for a 2024 Toyota 4Runner is really worth it, you're not alone.
Ken Perry shared a tactical workaround that worked for him: "I drove right past a dealership adding a $10k markup to get to the one I bought from with no markup. My salesman told me it wouldn't be a surprise to him if I resold mine the next day for $5-10k over. He said a couple of people have done it. It’s probably one reason some dealers mark them up. They know someone will pay it."
Ken’s experience highlights that some buyers are in fact beating the system, but dealers know this, and it encourages them to push prices higher as they now someone will come along. It's a cycle of buyers who think they’re getting a good deal, but their very willingness to pay inflated prices only fuels future markups.
Not All Dealers Are Playing This Game
Thankfully, not every dealer is exploiting hype. Ramzi Gildeh chimed in to offer a refreshing counterpoint: "I am at a Toyota dealership in Michigan, and we are not marking up any 4Runners over MSRP! Even a TRD PRO or Trailhunter. Seeing dealerships charge 75k for a TRD pro is funny to me!"
This matters a ton. For every dealer gaming the system, there are still some holding the line and delivering on fair pricing, even with high-demand trims like the TRD Pro and Trailhunter. It’s a small sign of hope for those buyers who are willing to shop around, make calls, and do their homework.
And that may be one of the most reliable strategies right now. With the 2025 model offering fresh upgrades like a hybrid powertrain, refined styling, and standout features that are genuinely worth considering, it’s no surprise that people are excited. But that excitement has a cost, and the buyer's burden is to distinguish the hype from hustle.
So if you’re in the market for a 4Runner right now, it’s worth asking whether you’re chasing the legacy or actually upgrading your experience. For some, the 2024 model, which is still one of the last true old-school Japanese off-roaders according to some, it represents a better buy. Of course, there’s also the question of competition though. Some shoppers are beginning to compare Toyota's price inflation to rivals like Honda, asking whether the Passport might actually be the better SUV for the money.
I think this whole situation highlights a tricky shift in how we value vehicles. The 4Runner has long been a dependable nameplate, and Toyota absolutely nailed the 2025 redesign. But something gets lost when a practical SUV turns into something that feels more like a collector's commodity than a practical SUV. I understand supply and demand, and I’m all for a healthy marketplace, but when a used model with 5,000 miles costs more than MSRP and dealers are quietly adding fees through the back door, it no longer feels like a celebration of the 4Runner’s heritage. It feels like getting fleeced.
We can’t pretend this is just the market "working as intended" when dealers themselves are shaping it with their tactics and selling used vehicles at prices that don't make a lot of sense. Toyota buyers are some of the most brand-loyal customers in the industry, and they deserve better than to be cornered into overpaying for a vehicle that should represent capability and value.
Key Takeaways and Lessons for Buyers
- Don’t take a dealer’s "no markup" claim at face value. Look for bundled extras, hidden fees, and inflated accessories. A fair price isn’t always where the sticker starts.
- Compare listings for new vs. used. If a slightly used 2025 4Runner is priced higher than a new one, that could signal a red flag. It might be time to walk away or think twice.
- Shop beyond your ZIP code. Ramzi Gildeh’s example shows there are still dealerships honoring MSRP. It might be worth a drive if the savings are significant.
- Consider other options while the dust settles. Models like the Honda Passport or even leftover 2024 4Runners might offer better value and less stress during this pricing storm.
What Do You Think?
Have you seen markups like these where you live, or even walked away from a dealer because of them?
What do you think the future holds for pricing on new Toyota 4Runners as more hit the market?
Don’t hesitate to drop your thoughts into our comments section. Your experience might help someone else make the right call.
Aram Krajekian is a young automotive journalist bringing a fresh perspective to his coverage of the evolving automotive landscape. Follow Aram on X and LinkedIn for daily news coverage about cars.
Image Sources: The “6th Generation Toyota 4Runner” public Facebook group and Toyota’s Gallery, respectively.
