Across 31,972 listed Toyota RAV4s nationwide, the average markup is +$604 vs MSRP and 50% are listed at or below sticker, with a median advertised price of $41,950. 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 44% are actually available. 56% of the 31,972 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: $32,957 — $55,844
MSRP Trend
Median sticker by month listed
Over the last 4 months, the typical Toyota RAV4 sticker has held steady — a median MSRP of $41,112 in Mar ’26 versus $40,718 in Jun ’26.
Median factory MSRP of RAV4s grouped by the month each was first listed (active + sold), Mar ’26–Jun ’26. Based on 046900343023518235958 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 risen — discounts are shrinking — from +$348 the week of Apr 20 to +$566 the week of Jul 13 (about $566 over MSRP now).
Average selling price vs MSRP for RAV4s by the week they sold (left the lot), Apr 20–Jul 13. Based on 101,712 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.
31,972 vehicles with a known MSRP
Under MSRP
2%
673
At MSRP
48%
15,443
$0–$1K over
32%
10,230
$1K–$3K over
12%
3,865
$3K+ over
6%
1,761
Markup by Listing Age
Older RAV4 inventory skews further below MSRP — listings in the 46–60 days range are 55% at-or-below sticker vs 49% in the first two weeks. Aging stock is where the discounts tend to be.
0–15 days
49% ≤ MSRP
+$612
12,349
16–30 days
50% ≤ MSRP
+$617
13,713
31–45 days
52% ≤ MSRP
+$619
3,741
46–60 days
55% ≤ MSRP
+$454
2,096
61–90 days
55% ≤ MSRP
+$453
44
90+ days
52% ≤ MSRP
+$489
29
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 95,988 RAV4 listings that left dealer lots in the last 90 days.
21
Median days to sell
+$500
Avg sold vs MSRP
63%
Sold at/below MSRP
Recent RAV4 sales closed around $500 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.