Across 44,897 listed Toyota Tacomas nationwide, the average markup is -$672 vs MSRP and 77% are listed at or below sticker, with a median advertised price of $45,678. 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 5 months, the typical Toyota Tacoma sticker has held steady — a median MSRP of $46,269 in Feb ’26 versus $46,178 in Jun ’26.
Median factory MSRP of Tacomas grouped by the month each was first listed (active + sold), Feb ’26–Jun ’26. Based on 05752038855358833890232316 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 fallen — buyers are gaining leverage — from −$788 the week of Apr 20 to −$944 the week of Jul 13 (about $944 below MSRP now).
Average selling price vs MSRP for Tacomas by the week they sold (left the lot), Apr 20–Jul 13. Based on 106,297 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.
44,897 vehicles with a known MSRP
Under MSRP
43%
19,439
At MSRP
33%
14,973
$0–$1K over
17%
7,592
$1K–$3K over
5%
2,326
$3K+ over
1%
567
Markup by Listing Age
Older Tacoma inventory skews further below MSRP — listings in the 90+ days range are 84% at-or-below sticker vs 74% in the first two weeks. Aging stock is where the discounts tend to be.
0–15 days
74% ≤ MSRP
-$406
8,898
16–30 days
73% ≤ MSRP
-$541
15,929
31–45 days
79% ≤ MSRP
-$831
8,733
46–60 days
79% ≤ MSRP
-$825
4,982
61–90 days
85% ≤ MSRP
-$1,032
3,327
90+ days
84% ≤ MSRP
-$1,034
3,028
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 99,819 Tacoma listings that left dealer lots in the last 90 days.
35
Median days to sell
-$728
Avg sold vs MSRP
83%
Sold at/below MSRP
Recent Tacoma sales closed around $728 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.