Toyota RAV4 Prime Marked Up to $96K by California Dealer

Published on November 23, 2021 in Hybrid/Plug-in Hybrid by Guillaume Rivard

New vehicle prices keep rising at an alarming rate as a result of various supply and production issues, and it’s becoming a major problem for customers.

Due to strong demand and limited inventory, many dealers are selling vehicles above the manufacturer’s suggested retail prices (MSRP), often asking several thousands more. This is true across North America, but here’s an example that defies all logic.

The Toyota RAV4 Prime is an extremely sought-after plug-in hybrid SUV with 302 horsepower and 68 kilometres of EV range. Good luck getting your hands on one, and prepare to pay a hefty price. A dealer in Oakland, California is even charging a $40,000 markup.

We didn’t see that window sticker for ourselves, but it looks real. The model is a RAV4 Prime XSE with a U.S. MSRP of $49,659. Including the dealer markup and a few options, the vehicle is actually listed at $96,442 before tax.

Just so we’re clear, this is the equivalent of $122,543 CAD at the current exchange rate. How crazy is that?

Now, is someone crazy enough to spend that kind of money on a RAV4 Prime, which is the same as four generously equipped regular RAV4s? We sure hope not.

A word of advice: always determine your needs and budget, then consider all the available alternatives before making a decision. If you’re interested in a plug-in hybrid SUV like the RAV4 Prime to save gas, make sure you’ll be able to get a return on your investment during the time you own the vehicle, otherwise you’re wasting your money.

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