Across 40,669 listed Toyota RAV4s nationwide, the average markup is +$512 vs MSRP and 54% are listed at or below sticker, with a median advertised price of $41,926. Updated daily.
The RAV4 is the highest-volume vehicle on this site by a comfortable margin, and two-plus years into the current generation, supply is deep in every configuration. Pricing reflects that: the LE and XLE FWD trims routinely sell below MSRP, often with stacked manufacturer rebates on top.
The first decision is hybrid versus gas. RAV4 Hybrid trims carry roughly a $1,500–$2,500 premium over their gas counterparts but recover that in two-to-four years of typical commuting at current gas prices, plus you get smoother power delivery and 40+ combined MPG against the gas line's mid-20s. For most RAV4 buyers, the hybrid is the right call.
The Adventure and TRD Off-Road trims are the volume sellers among the rugged-look lineup; they're styled for the part but built more for appearance than serious capability. The Woodland Edition (Hybrid only) splits the difference with extra cargo and roof rack utility. The XSE Premium plug-in — Toyota markets it as RAV4 Prime — is the only configuration that consistently holds at-MSRP pricing in 2026, and it retains value better than any other RAV4 variant.
Best pricing tends to come out of California, where most allocations originate, and Texas. The worst markups are in the Pacific Northwest and Mountain West where the rugged trims see disproportionate demand.
Only about 46% are actually available. 54% of the 40,669 listed Toyota RAV4s 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: $32,339 — $58,529
MSRP Trend
Median sticker by month listed
Over the last 6 months, the typical Toyota RAV4 sticker has held steady — a median MSRP of $41,109 in Mar ’26 versus $40,991 in Aug ’26.
Median factory MSRP of RAV4s grouped by the month each was first listed (active + sold), Mar ’26–Aug ’26. Based on 0468893380634581310144191652077 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 RAV4 versus MSRP has held steady — from +$530 the week of Jun 8 to +$500 the week of Aug 31 (about $500 over MSRP now).
Average selling price vs MSRP for RAV4s by the week they sold (left the lot), Jun 8–Aug 31. Based on 109,083 sales. Positive = sold over MSRP, negative = below.
Markup Distribution
How the current RAV4 inventory splits across the markup spectrum. The shape matters more than the average — a tight cluster reads very differently from a bimodal market.
40,669 vehicles with a known MSRP
Under MSRP
3%
1,156
At MSRP
51%
20,750
$0–$1K over
31%
12,599
$1K–$3K over
11%
4,561
$3K+ over
4%
1,603
Markup by Listing Age
RAV4 markup holds fairly steady across listing age — neither aging stock nor fresh arrivals price very differently right now.
0–15 days
56% ≤ MSRP
+$473
22,918
16–30 days
54% ≤ MSRP
+$548
10,721
31–45 days
49% ≤ MSRP
+$587
5,676
46–60 days
49% ≤ MSRP
+$558
1,318
61–90 days
52% ≤ MSRP
+$332
25
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 RAV4s sell
Based on 109,837 RAV4 listings that left dealer lots in the last 90 days.
20
Median days to sell
+$542
Avg sold vs MSRP
54%
Sold at/below MSRP
Recent RAV4 sales closed around $542 over 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.