2023 Toyota Prius - Mark Up and Sticker

Depends, on what percentage of potential buyers tell the gougers to take a hike.

Same story with Toyota’s cheap-out tactics, such as omitting spares, making various dash controls hard to use.

Any time enough buyers take their money off the table, they get the message.

 

10,000
but you can't count on anything. lucky if you can get one, luckier if it isn't above msrp, even luckier if you can get a deal and even luckier if you don't have to buy in another geographic area

 

I bought my 2004 Prius for MSRP but got on a waiting list and had to wait 6 months. I was OK to wait because it was a new model and very popular. In 4 months another car came in that was silver instead of the red that I preferred. I took it and was a happy camper. Now I'm looking for a 2023 Prius and no one in the Seattle area that I can find will sell them at MSRP or close to it. They will put you on a list but their markups are $6,000 to $12,000. I was just offered a Prius Limited that is supposed to be in late this month for $50-$51K. No thanks. Let me know if anyone knows of a dealer with lower markups near me. Thanks.

 

Took deliver of my 2023 Prime SE in pearl white color at MSRP $34K at redwood city toyota 101....but those ugly wheel covers I hope they fall off as soon as tomorrow....

 

Hmm... Let's see.

1. Got my 2001 very lightly used in 2001 from the dealer for $1000 off sticker. In retrospect I don't think that was a great deal, but c'est la vie. At least I didn't have to wait and in fact it was so close I could just walk there in 10 minutes.

2. Got my 2004 new in 2004 for sticker. However, I managed to claim the provincial sales tax rebate in Ontario twice, legally. The program was that you could claim the sales tax on leases and sales tax on purchases, even if the car is purchased used. So, I leased the car and claimed the sales tax rebate, and then bought out the car at the end of the lease and reclaimed the sales tax rebate. Initially they denied me saying you could claim the lease rebate and purchase rebates only once per person on the same car, but then I pointed out that nowhere did the program state I couldn't claim one of each for the same car. They agreed that loophole was legit and gave me the rebate AGAIN. Then they changed the rules.

3. Got my 2012 Plug-In in 2015 used for lots off sticker price, but the sticker price was just stupid high. In fact I think it was listed for two different prices in two different spots IIRC, but both were just stupid high. With the "discount" I got after over an hour of haggling, I think I got to decent but not outstanding used pricing. BTW, I don't think I've ever spotted another Plug-In of that generation in the wild in Toronto. I guess they are super unpopular here.

If I were to get say a 2024 Prius Limited AWD in Ontario, does that mean I should expect it to be available for reservation in about January 2024? I'm happy to wait after that. As mentioned in another thread. I will NOT be paying anything substantial over sticker. If they try that with me, I'll just continue driving my 2012. However, as I also mentioned in another thread, the biggest scam here in Canada IMO has nothing to do with the dealers. It's by Toyota Canada itself: You can't get a spec'd up XLE, as there are no available options at all (besides stuff like floor mats and dash-cam). The only two packages are available are the base XLE AWD with no options available (and the base XLE AWD in Canada is lower spec than the base XLE AWD in the US), or the top-of-the-line Limited AWD. There is nothing in-between. So for example, if you just want wireless phone charging, you MUST buy the Limited AWD.

 

This thread makes me feel a bit better I suppose. I today paid over MSRP for my 2023 Prime XSE. They tried to tag on 10k dealer charge but I tried to talk them down best I could. I did my best but still ended up paying a bit over MSRP. My wife is trying to make me feel better by putting the dealer markup into context as monthly payments, where it doesn't sound so bad. I was shopping around for a car and last week started reading about the Prime. It just so happened that the exact one I wanted was arriving at a dealer nearby, so I drove out there and just went for it.

Don't make fun of me too badly for paying over MSRP. I kinda feel salty about it. But I'm sure when I get the car and just look at it for a bit the feeling will go away... I hope.

 

I paid over MSRP, but mostly for things I wanted like maintenance and gap. Dealer didnt charge a market adjustment - instead they asked that I finance with Toyota for at least 6 months (at 9%). They said this guarantees that they get another Prius from ToyoCorp, which is worth more than the market adjustment to them. Since my credit union won't let me refinance their own loans, buying from Toyo is fine for right now. When interest rates drop I'll refinance from Toyo to my bank.

 

What’s done is done, stressing over it certainly won’t help now! Just remember, that was probably the only way to get it. Don’t let it diminish your enjoyment of the car!

I really refuse to pay over MSRP, but if I needed a car right now I might not have a choice. Still not a great time to have to buy.

 

How much did you end up paying above MSRP? In my case, they want $2500 in markup and $499 processing fee.

SM-S916U1 ?

 

i have contacted four dealers. one was adding $3,500., another, 5%. the other two at msrp, but no one has any unaccounted for

 

I would tell them to take a hike. If that means they reinstate a "market adjustment", or sell to someone else, so be it.

 

It ended up being 4k, down from 10k. I am new to the USA and have no FICO score, but they did give me the 8% financing, and threw in the extended warranty/gap package for only an extra $5/mo over the term of the loan. I intend to keep this car a long time so it made sense.

You have the non-Prime ? They did mention the markup is 2x on Prime over regular Prius.

My CIBC secured line of credit is @ 11.5%, so I figured that 8% from Toyota in FL was a decent deal. My family has no car right now (spending close to $600/mo on rideshare and rentals), and because how rare this config of Prime is I knew this car would be gone quickly if I walked away. But year... who thought a Toyota Prius could end up being so expensive after all is said and done. Not I.

 

I’m a few towns away from home today. Stopped at a dealership I had approached back when I started looking in March 2022. They wanted $3500 over MSRP back then. They still don’t list prices on their website.

Saw a couple of SE Primes and a twin of my 2009. Fabric seats aren’t so bad but the plastic interior door handle would bug me. Feels like it could break easily.

Guy who was parking a monster size truck came up to me and commented on my car. Turns out it was the owner. In the amount of time it took to walk into the showroom he was willing to knock off the ridiculous $3500. Excuses about bigger dealerships being able to offer at MSRP. The dealership I’m using is tiny. Blah blah…. They were all standing there like starving sharks. Not a fun job.

They were obviously bummed when they heard I had a Prius on the way. Even looked up the delivery date which has been updated to 8/23/23. A bit annoyed my dealership hasn’t followed up with my trade in quote and request for a delivery update. I guess they know it’s not until late August so it’s not urgent for them. They were making it sound like it could arrive next week.

Just sharing this in case anyone is desperate for a car. Don’t just call…if you live close enough walk in.

Edit: I forgot to mention when I sat in the Prime today…yes, I can’t help myself…I sit in a 2023 Prius every chance I can get…I had to pump the manual seat all the way up. The headrest almost touches the headliner and I set the steering wheel as high as it will go. Steering wheel is close to my legs but not touching AND I can see the digital display. Time will tell.

 

So, I ended up driving two hours to the rural Missouri Toyota dealership as one of the members of the forum suggested. Ended up paying msrp for the 2023 Prime SE with the one only option added, which were the floor mats and that was around $33K. Estimated delivery around six months.

I canceled the original inquiry with the markup around $3K with that processing fee.



SM-S916U1 ?

 

....but those ugly wheel covers I hope they fall off as soon as tomorrow....[/QUOTE]

Thanks for the chuckle. I saw those wheel covers in person today. I guess some people love them but I’m not one of them.

 

Sounds like you made the best decision possible considering the circumstances. Enjoy your new car!

 

S5000.00 market adjustment at Smithtown Toyota

 

The dealer I bought my Prime XSE from said "Toyota is only sending each dealer one Prime XSE" ... I assume they meant this year. There are 60 Toyota dealers in Florida, so does this mean I'm potentially one of 60 other cars in the state? (minus those who drove north for theirs)

Seems low... but also explains the insane markup dealers are trying to get away with.

When you think about how many other Toyota models there are (seems like every second car i see on the road is a Toyota) then you start to understand just how rare this car is right now.

 

southeast toyota is a separate entity from the rest of the country. in the past they didn't even want hybrids, never mind plug ins.
california likely gets the most, followed by carb states, then whoever has been willing to play ball in the past

 

Pardon my ignorance, but why is SE Toyota separate from the rest of the country? Are you saying that hybrids/plugins are even rarer here in FL vs other states?

I was told charging infrastructure is not that great here, I'm guessing it's the natural gas premium/tax that electric companies pass on to the consumer. Roughly +30% on top of a regular power bill.