Deal Sheet: 2026 RAV4 SE FWD

Norm Reeves Toyota San Diego · San Diego, CA · VIN: 2T36DRBV7TW017387

Negotiation Guide

Opening Offer

$36,440

Fair Price

$37,940

Walk Away Above

$37,610

• Recent buyers paid ~$661 above MSRP

Price Breakdown

Est. Dealer Cost$33,178

Est. Invoice$33,924

Holdback$746

MSRP (Sticker)$37,279

Dealer Add-Ons (DIA)+$3,129

Asking Price$40,408

Markup+$3,129

Dealer Margin on This Car$7,230

Percentile94% of inventory is priced lower

Days on Lot18 days

What Others Paid (Last 30 Days)

Cars Sold1760

Avg Markup+$661

Median Markup$0

Best Deal-$2,431

Worst Deal+$8,800

% Sold Below MSRP54%

Avg Days to Sell23 days

Dealer Profile

Inventory338 vehicles

Avg Markup (All Models)-$343

Avg Markup (RAV4)+$276

% Below MSRP99%

Avg Days to Sell30 days

Avg Sold Markup-$63

Price History

Jun 23, 2026$36,328 → $38,323(+$1,995)

Jun 27, 2026$38,323 → $40,408(+$2,085)

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