Across 12,831 listed Toyota 4Runners nationwide, the average markup is -$152 vs MSRP and 68% are listed at or below sticker, with a median advertised price of $58,048. Updated daily.
The 2026 Toyota 4Runner is the first full redesign of the nameplate in fifteen years. Gone is the 4.0L V6 that defined the previous generation; in its place is a turbocharged 2.4L four-cylinder, available with an i-FORCE MAX hybrid option that pushes output to 326 horsepower. Buyers who valued the old truck's mechanical simplicity have a learning curve; buyers who wanted modern interior tech and a chassis that doesn't ride like a 2009 Tundra will find a lot to like.
The volume trim is SR5 4x4 — the practical choice if you want 4Runner capability without higher-trim option clutter. TRD Off-Road and TRD Off-Road Premium are where enthusiast buyers tend to land; the rear locker and Multi-Terrain Select are worth the step up for anyone who actually uses the truck off-road. TRD Pro and Trailhunter share an MSRP and most of the off-road hardware but pull from different audiences — Pro for the suspension and Baja-bred aesthetic, Trailhunter for the factory-overland kit with bed-mounted compressor and rooftop tent provisions.
Pricing has loosened materially since launch. Cold-weather states tend to see the deepest discounts on body-on-frame Toyotas, as Toyota's regional allocations weight the Sun Belt more heavily. The i-FORCE MAX Platinum is currently the trim showing the most price compression — useful if you want the hybrid system without paying the gas-line Platinum's premium.
Only about 75% are actually available. 25% of the 12,831 listed Toyota 4Runners are already spoken for — pre-sold or on a dealer hold (allocated to a customer), not really for sale. Don’t trust an “in stock” label: confirm a specific car isn’t a hold before you drive over.
Price range: $40,692 — $78,023
MSRP Trend
Median sticker by month listed
Over the last 5 months, the typical Toyota 4Runner sticker has held steady — a median MSRP of $58,933 in Feb ’26 versus $59,008 in Jun ’26.
Median factory MSRP of 4Runners grouped by the month each was first listed (active + sold), Feb ’26–Jun ’26. Based on 01266211639108981049811323 listings. Reflects sticker price, not the dealer's selling price.
Markup Trend
What buyers paid vs MSRP, by week sold
Over the last 13 weeks, what buyers paid for the Toyota 4Runner versus MSRP has risen — discounts are shrinking — from −$450 the week of Apr 20 to −$295 the week of Jul 13 (about $295 below MSRP now).
Average selling price vs MSRP for 4Runners by the week they sold (left the lot), Apr 20–Jul 13. Based on 31,703 sales. Positive = sold over MSRP, negative = below.
Markup Distribution
How the current 4Runner inventory splits across the markup spectrum. The shape matters more than the average — a tight cluster reads very differently from a bimodal market.
12,831 vehicles with a known MSRP
Under MSRP
24%
3,113
At MSRP
43%
5,581
$0–$1K over
24%
3,050
$1K–$3K over
7%
873
$3K+ over
2%
214
Markup by Listing Age
The 4Runners still on lots after a month or two tend to carry higher markups — the sharply-priced ones sell first. Favor fresher listings, or negotiate hard on stock that's been sitting.
0–15 days
67% ≤ MSRP
-$41
4,669
16–30 days
66% ≤ MSRP
-$179
3,807
31–45 days
70% ≤ MSRP
-$268
2,283
46–60 days
70% ≤ MSRP
-$237
1,285
61–90 days
75% ≤ MSRP
-$348
551
90+ days
66% ≤ MSRP
+$128
236
A market snapshot — current listings grouped by how long each has been on the lot, not the same vehicle tracked over time. Bars show the share at or below MSRP; the figure on the right is the average markup for that age band.
How fast 4Runners sell
Based on 29,966 4Runner listings that left dealer lots in the last 90 days.
31
Median days to sell
-$333
Avg sold vs MSRP
76%
Sold at/below MSRP
Recent 4Runner sales closed around $333 below MSRP, in line with what's currently listed.
“Sold” = listings that left dealer inventory; a small share may be de-listed rather than sold. Markup figures exclude implausible feed prices.