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2023 Toyota RAV4 Prices: MSRP vs Dealer Invoice vs True Dealer Cost w/Holdback

Price terms Used in this Guide:
MSRP | Invoice Price | Destination Fee | Holdback | Dealer Cost

Toyota RAV4 Pricing for the LE, XLE, XLE Premium, Adventure, TRD Off-Road and Limited Trims

2023 RAV4 - Trim: LE 5-Door SUV. Powertrain: FWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$27,975
Invoice Price
$26,158
Destination Fee
$1,335
Holdback
$560
Dealer Cost
$26,934
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2023 RAV4 - Trim: LE 5-Door SUV. Powertrain: AWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$29,375
Invoice Price
$27,467
Destination Fee
$1,335
Holdback
$588
Dealer Cost
$28,215
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2023 RAV4 - Trim: XLE 5-Door SUV. Powertrain: FWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$29,485
Invoice Price
$27,568
Destination Fee
$1,335
Holdback
$590
Dealer Cost
$28,313
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2023 RAV4 - Trim: XLE 5-Door SUV. Powertrain: AWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$30,885
Invoice Price
$28,877
Destination Fee
$1,335
Holdback
$618
Dealer Cost
$29,594
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2023 RAV4 - Trim: XLE Premium 5-Door SUV. Powertrain: FWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$32,375
Invoice Price
$30,272
Destination Fee
$1,335
Holdback
$648
Dealer Cost
$30,960
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2023 RAV4 - Trim: XLE Premium 5-Door SUV. Powertrain: AWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$33,775
Invoice Price
$31,581
Destination Fee
$1,335
Holdback
$676
Dealer Cost
$32,241
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2023 RAV4 - Trim: Adventure 5-Door SUV. Powertrain: AWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$34,170
Invoice Price
$31,949
Destination Fee
$1,335
Holdback
$683
Dealer Cost
$32,601
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2023 RAV4 - Trim: Limited 5-Door SUV. Powertrain: FWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$36,280
Invoice Price
$33,922
Destination Fee
$1,335
Holdback
$726
Dealer Cost
$34,531
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2023 RAV4 - Trim: TRD Off-Road 5-Door SUV. Powertrain: AWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$37,595
Invoice Price
$35,150
Destination Fee
$1,335
Holdback
$752
Dealer Cost
$35,733
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2023 RAV4 - Trim: Limited 5-Door SUV. Powertrain: AWD, 2.5L, 4 CYL, Gas Powered, Automatic
MSRP
$37,680
Invoice Price
$35,231
Destination Fee
$1,335
Holdback
$754
Dealer Cost
$35,812
Find the Best Price
Price Tip:

To find the best possible price on a new Toyota RAV4, shop prices online first. Get up front pricing before you walk into a dealership. We recommend the following free services; Edmunds,   Rydeshopper,   CarsDirect,   Motortrend  &   J.D Power
These services will offer you the lowest prices and supply you with multiple competing price quotes. You will know the best price before you visit the dealer.
Package Options
Adventure Grade Convenience Package
Adventure AWD$1,265
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Adventure Grade Weather Package
Adventure AWD$815
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Blind Spot Monitor (BSM) with Rear Cross-Traffic Alert (RCTA)
Adventure AWDNA
LE AWD$590
LE FWD$590
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Limited Grade Advanced Technology Package
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWD$1,025
Limited FWD$1,025
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Limited Grade Weather Package
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWD$815
Limited FWD$815
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
TRD Off-Road Grade Advanced Technology Package
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWD$640
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
TRD Off-Road Grade Weather Package
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWD$1,015
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
XLE Grade Convenience Package
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWD$1,265
XLE FWD$1,265
XLE Premium AWDNA
XLE Premium FWDNA
XLE Grade Weather Package
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWD$925
XLE FWD$925
XLE Premium AWDNA
XLE Premium FWDNA
XLE Premium Grade Advanced Technology Package
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWD$640
XLE Premium FWD$640
XLE Premium Grade Weather Package
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWD$1,075
XLE Premium FWD$1,075
Audio Options
10.5-in. Toyota Audio Multimedia with 11-speaker JBL® Premium Audio including amplifier and subwoofer
Adventure AWD$1,410
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWD$1,410
XLE Premium FWD$1,410
TRD Off-Road Premium Audio
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWD$1,390
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Exterior Paint Options
Special Color
Adventure AWD$425
LE AWD$425
LE FWD$425
Limited AWD$425
Limited FWD$425
TRD Off-Road AWD$425
XLE AWD$425
XLE FWD$425
XLE Premium AWD$425
XLE Premium FWD$425
Two-Tone Exterior Color
Adventure AWD$500
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWD$500
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Other Options
Rear Cargo Area Cover
Adventure AWDNA
LE AWD$90
LE FWD$90
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Digital Rearview Mirror
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWD$200
Limited FWD$200
TRD Off-Road AWD$625
XLE AWDNA
XLE FWDNA
XLE Premium AWD$625
XLE Premium FWD$625
Panoramic Glass Roof
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWD$500
Limited FWD$500
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Specifications
Base Price
Adventure AWD$33,770
LE AWD$28,975
LE FWD$27,575
Limited AWD$37,280
Limited FWD$35,880
TRD Off-Road AWD$37,195
XLE AWD$30,485
XLE FWD$29,085
XLE Premium AWD$33,375
XLE Premium FWD$31,975
Drive
Adventure AWDAWD
LE AWDAWD
LE FWDFWD
Limited AWDAWD
Limited FWDFWD
TRD Off-Road AWDAWD
XLE AWDAWD
XLE FWDFWD
XLE Premium AWDAWD
XLE Premium FWDFWD
Bodystyle
Adventure AWDSUV
LE AWDSUV
LE FWDSUV
Limited AWDSUV
Limited FWDSUV
TRD Off-Road AWDSUV
XLE AWDSUV
XLE FWDSUV
XLE Premium AWDSUV
XLE Premium FWDSUV
Doors
Adventure AWD5
LE AWD5
LE FWD5
Limited AWD5
Limited FWD5
TRD Off-Road AWD5
XLE AWD5
XLE FWD5
XLE Premium AWD5
XLE Premium FWD5
Height
Adventure AWD68.6
LE AWD67
LE FWD67
Limited AWD67.2
Limited FWD67.2
TRD Off-Road AWD68.6
XLE AWD67
XLE FWD67
XLE Premium AWD67.2
XLE Premium FWD67.2
Length
Adventure AWD181.5
LE AWD180.9
LE FWD180.9
Limited AWD180.9
Limited FWD180.9
TRD Off-Road AWD181.5
XLE AWD180.9
XLE FWD180.9
XLE Premium AWD180.9
XLE Premium FWD180.9
Wheelbase
Adventure AWD105.9
LE AWD105.9
LE FWD105.9
Limited AWD105.9
Limited FWD105.9
TRD Off-Road AWD105.9
XLE AWD105.9
XLE FWD105.9
XLE Premium AWD105.9
XLE Premium FWD105.9
Width
Adventure AWD73.4
LE AWD73
LE FWD73
Limited AWD73
Limited FWD73
TRD Off-Road AWD73.4
XLE AWD73
XLE FWD73
XLE Premium AWD73
XLE Premium FWD73
Cargo Volume
Adventure AWD37.6
LE AWD37.6
LE FWD37.6
Limited AWD37.5
Limited FWD37.5
TRD Off-Road AWD37.6
XLE AWD37.5
XLE FWD37.5
XLE Premium AWD37.5
XLE Premium FWD37.5
Seating Capacity
Adventure AWD5
LE AWD5
LE FWD5
Limited AWD5
Limited FWD5
TRD Off-Road AWD5
XLE AWD5
XLE FWD5
XLE Premium AWD5
XLE Premium FWD5
Front Head Room
Adventure AWD37.7
LE AWD37.7
LE FWD37.7
Limited AWD37.7
Limited FWD37.7
TRD Off-Road AWD37.7
XLE AWD37.7
XLE FWD37.7
XLE Premium AWD37.7
XLE Premium FWD37.7
Center Head Room
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Front Leg Room
Adventure AWD41
LE AWD41
LE FWD41
Limited AWD41
Limited FWD41
TRD Off-Road AWD41
XLE AWD41
XLE FWD41
XLE Premium AWD41
XLE Premium FWD41
Center Leg Room
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Front Shoulder Room
Adventure AWD57.8
LE AWD57.8
LE FWD57.8
Limited AWD57.8
Limited FWD57.8
TRD Off-Road AWD57.8
XLE AWD57.8
XLE FWD57.8
XLE Premium AWD57.8
XLE Premium FWD57.8
Center Shoulder Room
Adventure AWDNA
LE AWDNA
LE FWDNA
Limited AWDNA
Limited FWDNA
TRD Off-Road AWDNA
XLE AWDNA
XLE FWDNA
XLE Premium AWDNA
XLE Premium FWDNA
Interior Volume
Adventure AWD98.9
LE AWD98.9
LE FWD98.9
Limited AWD98.9
Limited FWD98.9
TRD Off-Road AWD98.9
XLE AWD98.9
XLE FWD98.9
XLE Premium AWD98.9
XLE Premium FWD98.9
Fuel Tank Capacity
Adventure AWD14.5
LE AWD14.5
LE FWD14.5
Limited AWD14.5
Limited FWD14.5
TRD Off-Road AWD14.5
XLE AWD14.5
XLE FWD14.5
XLE Premium AWD14.5
XLE Premium FWD14.5
Engine Type
Adventure AWDGas
LE AWDGas
LE FWDGas
Limited AWDGas
Limited FWDGas
TRD Off-Road AWDGas
XLE AWDGas
XLE FWDGas
XLE Premium AWDGas
XLE Premium FWDGas
Engine Size
Adventure AWD2.5
LE AWD2.5
LE FWD2.5
Limited AWD2.5
Limited FWD2.5
TRD Off-Road AWD2.5
XLE AWD2.5
XLE FWD2.5
XLE Premium AWD2.5
XLE Premium FWD2.5
Cylinders
Adventure AWD4
LE AWD4
LE FWD4
Limited AWD4
Limited FWD4
TRD Off-Road AWD4
XLE AWD4
XLE FWD4
XLE Premium AWD4
XLE Premium FWD4
Camshaft
Adventure AWDDOHC
LE AWDDOHC
LE FWDDOHC
Limited AWDDOHC
Limited FWDDOHC
TRD Off-Road AWDDOHC
XLE AWDDOHC
XLE FWDDOHC
XLE Premium AWDDOHC
XLE Premium FWDDOHC
Compression Ratio
Adventure AWD13.0:1
LE AWD13.0:1
LE FWD13.0:1
Limited AWD13.0:1
Limited FWD13.0:1
TRD Off-Road AWD13.0:1
XLE AWD13.0:1
XLE FWD13.0:1
XLE Premium AWD13.0:1
XLE Premium FWD13.0:1
Horsepower
Adventure AWD203
LE AWD203
LE FWD203
Limited AWD203
Limited FWD203
TRD Off-Road AWD203
XLE AWD203
XLE FWD203
XLE Premium AWD203
XLE Premium FWD203
Torque
Adventure AWD184
LE AWD184
LE FWD184
Limited AWD184
Limited FWD184
TRD Off-Road AWD184
XLE AWD184
XLE FWD184
XLE Premium AWD184
XLE Premium FWD184
Fuel Type
Adventure AWDUnleaded
LE AWDUnleaded
LE FWDUnleaded
Limited AWDUnleaded
Limited FWDUnleaded
TRD Off-Road AWDUnleaded
XLE AWDUnleaded
XLE FWDUnleaded
XLE Premium AWDUnleaded
XLE Premium FWDUnleaded
Estimated MPG City
Adventure AWD25
LE AWD27
LE FWD27
Limited AWD25
Limited FWD27
TRD Off-Road AWD25
XLE AWD27
XLE FWD28
XLE Premium AWD27
XLE Premium FWD28
Estimated MPG Highway
Adventure AWD33
LE AWD34
LE FWD35
Limited AWD33
Limited FWD35
TRD Off-Road AWD32
XLE AWD33
XLE FWD35
XLE Premium AWD33
XLE Premium FWD35
Towing
Adventure AWD3500
LE AWD1500
LE FWD1500
Limited AWD1500
Limited FWD1500
TRD Off-Road AWD3500
XLE AWD1500
XLE FWD1500
XLE Premium AWD1500
XLE Premium FWD1500
GVWR (Gross Vehicle Weight Rating)
Adventure AWD4705
LE AWD4610
LE FWD4610
Limited AWD4705
Limited FWD4610
TRD Off-Road AWD4705
XLE AWD4610
XLE FWD4610
XLE Premium AWD4610
XLE Premium FWD4610
Payload
Adventure AWD1025
LE AWD1100
LE FWD1230
Limited AWD1015
Limited FWD1100
TRD Off-Road AWD1025
XLE AWD1050
XLE FWD1160
XLE Premium AWD1050
XLE Premium FWD1160
Curb Weight
Adventure AWD3680
LE AWD3510
LE FWD3380
Limited AWD3690
Limited FWD3510
TRD Off-Road AWD3680
XLE AWD3560
XLE FWD3450
XLE Premium AWD3560
XLE Premium FWD3450
Transmission
Adventure AWDAutomatic
LE AWDAutomatic
LE FWDAutomatic
Limited AWDAutomatic
Limited FWDAutomatic
TRD Off-Road AWDAutomatic
XLE AWDAutomatic
XLE FWDAutomatic
XLE Premium AWDAutomatic
XLE Premium FWDAutomatic

How to Calculate The Dealer Cost of a Toyota RAV4

Formula for Calculating Dealer Cost:

  • Example: Base Toyota RAV4 invoice price + the dealer Invoice price of all the options + destination - Holdback = Total Dealer Cost.
  • What is Holdback? A hidden amount that manufacturers give back to a dealer. It is a percentage of the MSRP or the Invoice price.

Total Dealer Cost - Rebate and Incentive + Taxes / Licensing Fees = True Dealer Cost. (You can get rebates and incentives here)

Note: All Toyota RAV4 MSRP, invoice and dealer cost dollar figures above are subject to change without notice.

A note about rebates: Most rebates are subtracted from the "on the road" figure. In most cases, you can have the rebate if you are arranging your own financing or you are paying cash. If you decide to use the manufacturer’s low interest financing, you do not usually get the rebate. Ask your dealer for details.