- Toyota dealers are marking up the redesigned RAV4.
- One has several models listed with a $3,999 markup.
- Most dealers appear to be charging sticker prices.
The Toyota RAV4 is one of the best-selling vehicles in America as drivers have fallen in love with its space, efficiency, and value. Unfortunately, greedy dealers are ruining the launch of the redesigned model.
We did a quick search online and found numerous examples in a matter of minutes. One of the worst offenders was Stevens Creek Toyota, which has a 2026 RAV4 Limited listed for $52,857. This is due to a $4,700 “dealer markup” as well as $295 of dealer installed accessories.
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However, the description mentions $3,407 worth of packages and accessories including $295 door edge protection, $165 door edge guards, and $199 door sill protectors – among others. While the pricing is confusing, customers should probably head for the door themselves.
Moving right along, Magnussen’s Toyota of Palo Alto appears to have a $3,999 markup on all 2026 RAV4s. As a result, a $46,444 RAV4 XSE is listed for $50,443, while a $48,083 Limited is priced from $52,082.
While markups aren’t too surprising in California, Molle Toyota of Kansas City has slapped a $1,104 “dealer adjustment” on their RAV4 Limited. This inflates the price from $47,404 to $48,508.
Of course, this isn’t the first time we’ve seen Toyota dealers embrace sizable markups. The redesigned Land Cruiser and Tacoma were hit with huge dealer adjustments at launch, while some dealers were even brazen enough to slap markups on the Camry.
Needless to say, don’t pay a markup on a RAV4. There are plenty of other dealers selling at MSRP and they’ll gladly take your money.
The timing couldn’t be worse as Toyota is spending millions of dollars on a new Super Bowl ad promoting the redesigned RAV4. The model starts at $31,900 and comes standard with a hybridized powertrain producing up to 236 hp (176 kW / 239 PS).
