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What, $99K Not Enough? Toyota Dealer Asks $107,000 For 2024 Land Cruiser

We’ve already reported on markups on the new Land Cruiser, but this one’s asking price is the first to break the $100k barrier

 What, $99K Not Enough? Toyota Dealer Asks $107,000 For 2024 Land Cruiser

  • A Virginia Toyota dealer has listed a 2024 Land Cruiser for a staggering $107,169.
  • That’s a markup of $30,000 over MSRP, the largest dealer adjustment we’ve seen to date.
  • We previously reported on dealerships in California that were adding up to $21,000 to the price of their Land Cruiser, but none made it into six-figure territory.

Last month, we were aghast to learn that some dealers (mostly in California) were adding big markups to the price of the new Toyota Land Cruiser. A Virginia shop has set out to prove that West Coasters aren’t the only ones who can add huge premiums to their SUVs.

Taking the prize for the biggest markup we’ve found yet is Koons Tysons Toyota in Vienna, Virginia, who recently went deep into six-figure territory with a 2024 Land Cruiser, listing the vehicle at $107,169. With a manufacturer suggested retail price of just $77,169, that amounts to a markup of a whopping $30,000.

More: Greedy Toyota Dealers Slap 2024 Land Cruiser With Ridiculous Markups Up To $21,000

When we last reported on dealer adjustments for the 2024 Land Cruiser, the markups ranged from around $15,000 to $21,000, and the asking prices (before taxes and other add-ons) never rose higher than $100,000, but this Virginia dealer is taking it to another level.

Unfortunately, Toyota dealers are hardly alone in adjusting the prices of their vehicles. We’ve reported on shocking markups for a number of vehicles, including the Dodge Challenger, the Ford Mustang, the Hyundai Ioniq 5 N, and many more.

 What, $99K Not Enough? Toyota Dealer Asks $107,000 For 2024 Land Cruiser
Screenshot: AutoTrader.com

Let’s just say the 2024 Land Cruiser’s return to the U.S. presents a golden opportunity for some dealerships to, ahem, strategically position their pricing. After all, it’s not every day a legendary off-roader rejoins the market, capitalizing on the current craze for mud-slinging machines that’s propelled the Ford Bronco to success and convinced VW to dust off the Scout nameplate.

The model’s 2.4-liter, four-cylinder hybrid engine makes 326 hp (243 kW) and 465 lb-ft (629 Nm) of torque and sends power to all four wheels through an eight-speed automatic transmission. The new model’s combination of handsome design, luxurious interior accommodations, and impressive capability make it the best Land Cruiser to date, according to our very own Stephen Rivers, provided that it displays the same level of reliability associated with both the nameplate and Toyota as a brand.

That all sounds great, but be forewarned, if you want to pay a reasonable price for a Land Cruiser, you might have to be patient, and you’ll almost certainly have to shop around.

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