Toyota recently announced the 2024 Tacoma would start at $31,500 before a $1,495 destination fee. However, it was only a matter of time until greedy dealers started charging markups.
One of the first out of the gate is Thousand Oaks Toyota in California. The dealer’s website has a 2024 Tacoma TRD Sport listed for $59,437 thanks to a $5,000 “dealer adjustment.” That’s a pretty significant markup, especially for a mid-size truck.
It’s even worse when you consider the 2024 Tundra Limited Crew Max 4×4 starts at $58,755. On top of that, the 2024 Ranger Raptor begins at $56,960 and there are a few Ford dealers listing the 405 hp (302 kW / 411 PS) pickup for MSRP or less.
More: 2024 Toyota Tacoma Starts At $31,500 And Hits $52,100 In Limited Trim
While the initial markup was discovered by 4thGenTacoma, we did a little digging and found California’s Toyota of Lancaster has several trucks listed for thousands of dollars above MSRP. In particular, there’s a Tacoma TRD Off-Road for $56,734 despite having a sticker of $51,734. Two other models also have $5,000 markups and one person is apparently buying the TRD Off-Road as it’s marked as “Sale Pending.”
As always, it pays to shop around and search multiple dealers as you could find one selling vehicles for MSRP or less. This can easily save you thousands of dollars, which is probably well worth the extra hassle.
That being said, the 2024 Tacoma will arrive at dealerships later this month with an all-new design and a turbocharged 2.4-liter four-cylinder engine. The latter has outputs ranging from 228 hp (170 kW / 231 PS) to 278 hp (207 kW / 282 PS) and can be paired to an eight-speed automatic or a six-speed manual.
