Across 48,873 listed Toyota Tacomas nationwide, the average markup is -$527 vs MSRP and 78% are listed at or below sticker, with a median advertised price of $45,989. Updated daily.
The Tacoma's third generation has matured into its pricing phase. After a soft launch year where every trim held firm, inventory now sits at multi-year highs across the country, and the bigger discounts are showing up.
TRD Sport is the volume play — street-comfortable, capable enough off-pavement, and easy to find. TRD Off-Road is the sweet spot for buyers who actually use the truck: locking rear differential, Multi-Terrain Select, and better suspension tuning. TRD Pro is the halo, but at an MSRP brushing $65K and with dealer markups still common, most buyers should compare it carefully against a fully-loaded Off-Road Premium with aftermarket suspension.
Trailhunter is the surprise of the generation. Toyota built it as a factory-overland configuration with the bed-mounted compressor, low-pressure suspension, and rooftop tent mounting points. It shares the TRD Pro's $65K MSRP but pulls from a different buyer — if you're considering a Tacoma to build out anyway, Trailhunter starts you 80% of the way there.
The market is bifurcated. The four-cylinder PreRunner and SR5 4WD trims have negotiable pricing and dip below MSRP across the country, particularly in Texas where Toyota's Plano regional inventory runs deeper. The i-FORCE MAX hybrid trims — Limited and Trailhunter especially — still see thinner supply and modestly firmer pricing.
Over the last 6 months, the typical Toyota Tacoma sticker has held steady — a median MSRP of $46,138 in Mar ’26 versus $46,160 in Aug ’26.
Median factory MSRP of Tacomas grouped by the month each was first listed (active + sold), Mar ’26–Aug ’26. Based on 0387583570937896297263394744213 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 Tacoma versus MSRP has held steady — from −$638 the week of Jun 8 to −$629 the week of Aug 31 (about $629 below MSRP now).
Average selling price vs MSRP for Tacomas by the week they sold (left the lot), Jun 8–Aug 31. Based on 101,372 sales. Positive = sold over MSRP, negative = below.
Markup Distribution
How the current Tacoma inventory splits across the markup spectrum. The shape matters more than the average — a tight cluster reads very differently from a bimodal market.
48,872 vehicles with a known MSRP
Under MSRP
36%
17,495
At MSRP
42%
20,570
$0–$1K over
16%
7,705
$1K–$3K over
5%
2,640
$3K+ over
<1%
462
Markup by Listing Age
Older Tacoma inventory skews further below MSRP — listings in the 90+ days range are 82% at-or-below sticker vs 77% in the first two weeks. Aging stock is where the discounts tend to be.
0–15 days
77% ≤ MSRP
-$339
19,766
16–30 days
78% ≤ MSRP
-$453
15,702
31–45 days
77% ≤ MSRP
-$726
7,493
46–60 days
83% ≤ MSRP
-$1,040
843
61–90 days
86% ≤ MSRP
-$1,238
2,850
90+ days
82% ≤ MSRP
-$940
2,218
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 Tacomas sell
Based on 100,811 Tacoma listings that left dealer lots in the last 90 days.
36
Median days to sell
-$694
Avg sold vs MSRP
78%
Sold at/below MSRP
Recent Tacoma sales closed around $694 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.