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

2023 Toyota RAV4 Prime Invoice Price Guide - Holdback - Dealer Cost - MSRP

The Toyota RAV4 Prime Price Guide Below Includes:

The Toyota RAV4 Prime pricing below shows the MSRP, invoice price and true dealer cost. The true dealer cost is calculated by the following formula - Invoice Price + Destination Fee – Holdback = Dealer Cost.
Holdback is a hidden manufacturer markup on most vehicles. It is calculated as a percentage of MSRP or Invoice. You can view how dealer holdback is calculated here.

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

2023 RAV4 Prime - Trim: Plug-in Hybrid SE 5-Door SUV. Powertrain: AWD, 2.5L, 4 CYL, Gas/Electric Powered, CVT

MSRP

$42,340

Invoice Price

$39,800

Destination Fee

$1,335

Holdback

$847

Dealer Cost

$40,288

2023 RAV4 Prime - Trim: Plug-in Hybrid XSE 5-Door SUV. Powertrain: AWD, 2.5L, 4 CYL, Gas/Electric Powered, CVT

MSRP

$46,210

Invoice Price

$43,437

Destination Fee

$1,335

Holdback

$924

Dealer Cost

$43,848

Price Tip:

To find the best possible price on a new Toyota RAV4 Prime, shop prices online first. Get up front pricing before you walk into a dealership. We recommend the following free services; Car Clearance Deals, Edmunds, NADAguides, Motortrend & CarsDirect

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
Weather and Moonroof Package
Plug-in Hybrid SE	$1,665
Plug-in Hybrid XSE	NA
Weather Package
Plug-in Hybrid SE	NA
Plug-in Hybrid XSE	$375
Premium Package
Plug-in Hybrid SE	NA
Plug-in Hybrid XSE	$2,585

Exterior Paint Options
Special Color
Plug-in Hybrid SE	$425
Plug-in Hybrid XSE	$425

Seat Options
Heated Rear Seats
Plug-in Hybrid SE	NA
Plug-in Hybrid XSE	$440

Specifications
Base Price
Plug-in Hybrid SE	$41,590
Plug-in Hybrid XSE	$45,460
Drive
Plug-in Hybrid SE	AWD
Plug-in Hybrid XSE	AWD
Bodystyle
Plug-in Hybrid SE	SUV
Plug-in Hybrid XSE	SUV
Doors
Plug-in Hybrid SE	5
Plug-in Hybrid XSE	5
Height
Plug-in Hybrid SE	67
Plug-in Hybrid XSE	67.2
Length
Plug-in Hybrid SE	180.9
Plug-in Hybrid XSE	180.9
Wheelbase
Plug-in Hybrid SE	105.9
Plug-in Hybrid XSE	105.9
Width
Plug-in Hybrid SE	73
Plug-in Hybrid XSE	73
Cargo Volume
Plug-in Hybrid SE	33.5
Plug-in Hybrid XSE	33.5
Seating Capacity
Plug-in Hybrid SE	5
Plug-in Hybrid XSE	5
Front Head Room
Plug-in Hybrid SE	37.7
Plug-in Hybrid XSE	37.7
Center Head Room
Plug-in Hybrid SE	NA
Plug-in Hybrid XSE	NA
Front Leg Room
Plug-in Hybrid SE	41
Plug-in Hybrid XSE	41
Center Leg Room
Plug-in Hybrid SE	NA
Plug-in Hybrid XSE	NA
Front Shoulder Room
Plug-in Hybrid SE	57.8
Plug-in Hybrid XSE	57.8
Center Shoulder Room
Plug-in Hybrid SE	NA
Plug-in Hybrid XSE	NA
Interior Volume
Plug-in Hybrid SE	98.9
Plug-in Hybrid XSE	98.9
Fuel Tank Capacity
Plug-in Hybrid SE	14.5
Plug-in Hybrid XSE	14.5
Engine Type
Plug-in Hybrid SE	Gas/Electric
Plug-in Hybrid XSE	Gas/Electric
Engine Size
Plug-in Hybrid SE	2.5
Plug-in Hybrid XSE	2.5
Cylinders
Plug-in Hybrid SE	4
Plug-in Hybrid XSE	4
Camshaft
Plug-in Hybrid SE	DOHC
Plug-in Hybrid XSE	DOHC
Compression Ratio
Plug-in Hybrid SE	14.0:1
Plug-in Hybrid XSE	14.0:1
Horsepower
Plug-in Hybrid SE	176
Plug-in Hybrid XSE	176
Torque
Plug-in Hybrid SE	165
Plug-in Hybrid XSE	165
Fuel Type
Plug-in Hybrid SE	Unleaded
Plug-in Hybrid XSE	Unleaded
Estimated MPG City
Plug-in Hybrid SE	40
Plug-in Hybrid XSE	40
Estimated MPG Highway
Plug-in Hybrid SE	36
Plug-in Hybrid XSE	36
Towing
Plug-in Hybrid SE	2500
Plug-in Hybrid XSE	2500
GVWR (Gross Vehicle Weight Rating)
Plug-in Hybrid SE	5530
Plug-in Hybrid XSE	5530
Payload
Plug-in Hybrid SE	1295
Plug-in Hybrid XSE	1230
Curb Weight
Plug-in Hybrid SE	4235
Plug-in Hybrid XSE	4300
Transmission
Plug-in Hybrid SE	CVT
Plug-in Hybrid XSE	CVT

How to Calculate The Dealer Cost of a Toyota RAV4 Prime

Formula for Calculating Dealer Cost:

Example: Base Toyota RAV4 Prime 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 Prime 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.