Home | New Cars New Cars | Dealer Invoice Invoice Prices | Toyota Prices

2019 Toyota Prices: MSRP vs Factory Invoice vs True Dealer Cost w/Holdback

Toyota Prices w/MSRP, Invoice, Holdback and True Dealer Cost
Price Tip: If you hate negotiating and still want the best possible deal, always price shop online first. We recommend Car Clearance Deals, CarsDirect and Edmunds. These free services will offer you the lowest prices on a new Toyota and supply you with multiple competing price quotes. You will know the best price before you visit the dealer.

Toyota Prices

Please select a Toyota:
Toyota 4Runner Invoice Prices
Toyota 4Runner Prices
MSRP from $34,210
Toyota 86 Invoice Prices
Toyota 86 Prices
MSRP from $26,255
Toyota Avalon Invoice Prices
Toyota Avalon Prices
MSRP from $33,300
Toyota C-HR Invoice Prices
Toyota C-HR Prices
MSRP from $23,070
Toyota Camry Invoice Prices
Toyota Camry Prices
MSRP from $23,070
Toyota Corolla Invoice Prices
Toyota Corolla Prices
MSRP from $18,500
Toyota Highlander Invoice Prices
Toyota Highlander Prices
MSRP from $30,490
Toyota Land Cruiser Invoice Prices
Toyota Land Cruiser Prices
MSRP from $84,775
Toyota Prius Invoice Prices
Toyota Prius Prices
MSRP from $23,475
Toyota RAV4 Invoice Prices
Toyota RAV4 Prices
MSRP from $24,910
Toyota Sequoia Invoice Prices
Toyota Sequoia Prices
MSRP from $45,560 
Toyota Sienna Invoice Prices
Toyota Sienna Prices
MSRP from $29,750
Toyota Tacoma Invoice Prices
Toyota Tacoma Prices
MSRP from $24,320
Toyota Tundra Invoice Prices
Toyota Tundra Prices
MSRP from $30,120
Toyota Yaris Invoice Prices
Toyota Yaris
MSRP from $15,250
Most people mistakenly believe that the Toyota Invoice Price reflects what the dealer paid for a new vehicle - The true Dealer Cost. It is not!

The Dealer Invoice Price has hidden mark up such as holdback and other fees built into the price.

The following Toyota price guides strip these hidden dealer profits out and illustrate the MSRP, the invoice price, Holdback and the true dealer cost. (See price definitions below.)

Why You Should Know the True Dealer Cost...

Knowing the dealer cost of a new Toyota gives you needed leverage when it comes time to negotiate a great price. Negotiating from the cost up and not the MSRP down can save you thousands on your next purchase.

Toyota Price Terms & Definitions

Car dealers have a lot of leeway in how much they can charge you for a car. With some basic knowledge of car pricing, you can knock hundreds of dollars off the final price you pay. Here are some key terms used in car pricing.

Manufacturer’s Suggested Retail Price (MSRP)
The MSRP is the selling price recommended by the manufacturer. However, no one ever really pays MSRP. Your dealer has many ways to sell you a car for less than the MSRP.

Dealer Invoice Price
The Dealer Invoice price is the amount the dealer supposedly paid for each car on the lot. However, the dealer’s real costs are usually less than the invoice due to incentives and rebates such as the Holdback (see below).

Dealer Holdback (HB)
Holdback is a rebate the dealer receives from the manufacturer after a car is sold. Generally, HB is 2-3% of the final sales price and helps cover the dealer’s overhead costs. Holdback usually appears at the bottom of the invoice. You may be able to negotiate with the dealer to take it off the final price.

Manufacturer Incentives and Rebates
Manufacturer incentives and rebates are used to stimulate sales. Incentives might include special pricing for first-time car buyers, price reductions on certain models, or options packages. Rebates are refunds that the manufacturer offers the car buyer after the car is purchased.

Dealer incentives are unadvertised deals between manufacturers and dealerships that can be passed on to customers. They often appear in ads as “special offers”.

Destination fees are the cost to ship a particular car to the dealer.

Regional Ad Fees
Car dealers in the same region are usually members of dealer associations that pool money for advertising. When you see an ad for a car without a specific dealer, it was probably paid for with regional ad fees.

Before you go car shopping, do some research on the current incentives offered by the manufacturer, as well as incentives offered by specific dealers. The more you know, the better your ability to negotiate the best deal.

True Deal Cost - The actual price Toyota dealers pay for their new vehicles. Here is how it is calculated:

Formula for Calculating Dealer Cost of a New Toyota:

  • Base Toyota Invoice Price + the dealer Invoice price of Options + Destination - Holdback = Total Dealer Cost.
  • What is Dealer Holdback? A hidden amount that manufacturers give back to a dealer. It is a percentage of the MSRP or the Invoice price. The holdback for Toyota is 2% of the Base MSRP. (See the New Car Dealer Cost Example.)

Total Dealer Cost - Rebate and Incentive + Taxes / Licensing Fees = True Dealer Cost.(See Toyota Rebates and Incentives.)

Featured Buying Guides:
Dealer Invoice Price
Find Your Car's Trade-in Value Here:
Learn what your car's worth before stepping foot in a dealership!

Find your car's Trade-in-value
Leverage Car Buying Websites
Compare Local Dealer Prices
Find the Best Deal
Save Thousands on a New Car! Start Your Own Online Price War

Get local dealers to compete for your business. Get a free - no obligation price quote from the following online pricing services:
Best Price

Car Clearance Deals



They Compete - You Win! See who has the lowest price & save.

Face Book
Google +

Copyright © CarBuyingStrategies.com