Toyota Dealers Adding Huge Markups On Tacoma Trailhunter, One Asks $11k Over Sticker

One greedy dealer is asking $75,970 for a truck that has an MSRP of $64,970

The 2024 Toyota Tacoma Trailhunter is undeniably cool, but it isn’t cheap as pricing starts at $62,900. That’s full-size truck money and dealers are having a field day with markups.

A quick search online revealed several dealers asking thousands of dollars over MSRP. California’s Concord Toyota was the biggest offender as they’re asking $75,970 for a Trailhunter that retails for $64,970. That’s an $11,000 markup and one that consumers should steer clear of.

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Concord Toyota isn’t the only rotten apple as Hanlees Hilltop Toyota is also trying to gouge consumers. They’re asking $73,159 for a Trailhunter, which has an MSRP of $65,590. Besides the $6,999 dealer adjustment, the truck has been outfitted with wheel locks and door edge guards to the tune of $570.

Moving away from the Golden State, Pennsylvania’s Brewer Airport Toyota has a $66,489 Tacoma Trailhunter listed for $68,989. That $2,500 markup was apparently low enough to get someone to pull the trigger as the truck is listed as “reserved.”

Needless to say, it pays to shop around as a number of dealers have the Trailhunter listed at MSRP. As a result, a short drive could save you thousands of dollars.

So what makes the Tacoma Trailhunter so special? It’s an adventure-ready pickup with a raised air intake, extended fender flares, rock rails, and a bed utility bar with removable MOLLE panels. The model also comes equipped with skid plates, an ARB steel bumper, an air compressor, and 18-inch wheels that are wrapped in 33-inch Goodyear Territory R/T tires. Buyers will also find a 12.3-inch digital instrument cluster, a 14-inch infotainment system, and SofTex seats.

Under the hood, there’s an i-Force Max powertrain that consists of a turbocharged 2.4-liter four-cylinder engine, a 1.87 kWh nickel-metal hydride battery, and an electric motor that is integrated into an eight-speed automatic transmission. This gives the truck a combined output of 326 hp (243 kW / 331 PS) and 465 lb-ft (630 Nm) of torque.