2025 Toyota Prices: MSRP, Invoice Price, Actual Dealer Cost, and Holdback

Toyota Prices: How to Get the Best Deal on a New Toyota.

Toyota Prices - MSRP, Factory Invoice Price, and Dealer Holdback

Knowing the Toyota invoice price is crucial when buying a new Toyota vehicle. This price is the amount the dealer pays the manufacturer for the car, and it may vary from the MSRP displayed on the window sticker and the dealer’s actual cost.

If you’re looking to purchase a new Toyota and wish to understand dealer invoice pricing better or the potential savings you can gain by buying below the MSRP, this guide will provide you with all the necessary information to make an informed decision.

Toyota Price Tip: With today’s market, purchasing a new Toyota at a reasonable price can be difficult, and some buyers end up paying more than the suggested retail price. Nevertheless, using an online shopping service to compare local dealer price quotes can still aid you in obtaining an excellent deal on a new Toyota.

Table of Contents

What are Toyota Invoice Prices and MSRP?

Before heading to the Toyota dealership, it’s essential to have a good idea of the MSRP and factory invoice price to determine a fair profit new car offer.

The Manufacturer’s Suggested Retail Price (MSRP) is the price the manufacturer recommends for a vehicle based on factors such as model, trim package, color, and options. This is the sticker price displayed on the car when first introduced to the market.

On the other hand, the factory invoice price is the amount that a dealer pays the manufacturer for a car before any discounts or incentives are applied, including the cost of factory-added options. The dealer’s new car cost is the total amount they incur, including invoice price, shipping costs, storage costs, and other fees.

It’s important to note that not everyone can buy a new car at or below the invoice price. However, understanding these numbers can help you make a reasonable negotiation offer. By using this information to determine a fair profit new car offer, you can be better prepared when it comes time to purchase your Toyota at a reasonable price.

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How to Find the Toyota Invoice Price

If you begin your search for a Toyota online, you have a better chance of finding a reasonable price, and understanding key factors can give you an advantage. Although dealers may not always reveal the prices they pay for cars, knowing the Toyota invoice price and MSRP can boost your bargaining power.

Luckily, several free resources, such as RydeShopper, Edmunds, and MotorTrend, can help you locate the invoice price of a specific Toyota model and trim level.

Among the top car-buying tools on the web, RydeShopper and Edmunds provide detailed lists of the current MSRP and invoice for your selected Toyota make, model, and trim. This information can help you negotiate a fair price for your new vehicle.

The Difference Between Toyota Invoice Price and Dealer Cost

The Toyota factory invoice prices incorporate concealed profit margins such as manufacturer-to-dealer discounts and dealer holdback. However, the amount paid by the dealer to the manufacturer for a new vehicle, which can be substantially less than the invoice price, represents the dealer’s actual cost.

How Much is Toyota Dealer Holdback?

The Toyota factory invoice price for a new vehicle includes an extra cost component known as the dealer holdback, which usually accounts for 2-3% of the MSRP. It’s important to note that the dealer holdback is not a discount or rebate but an additional amount of money that some Toyota dealerships may opt to receive.

The Toyota dealer holdback is 2% of base MSRP

To calculate the dealer holdback on any Toyota vehicle, multiply the base MSRP (excluding packages and manufacturer options) by 2%. The manufacturer pays the dealer this amount every three months for each vehicle sold.

However, it’s worth noting that the holdback amount may not always be negotiable, and some Toyota dealerships may not reveal the exact dollar amount.

How to Calculate Actual Dealer Cost on a Toyota

How to Determine the Dealer Cost of a New Toyota:

Toyota Factory Invoice Price
– Dealer Holdback¹
– Customer Rebate²
– Dealer Incentive²
+ Destination Fee
= Actual Dealer Cost

¹Toyota dealer holdback is 2% of the base MSRP. (before packages and manufacture options)
²If is applicable.

How to Find the Best Lowest Local Toyota Price

Using the Toyota invoice price as a bargaining tool can help you secure a better deal on your purchase. This can potentially result in a more significant discount on the sticker price. You could save even more on your new Toyota by negotiating a price below the dealer invoice price.

To find the best local price for your Toyota, compare local dealer prices with RydeShopper below.

2025 New Car Price Guides

About the author
My name is Carlton Wolf, and I’ve been in the car business since 1994, both retail and wholesale. I created the Auto Cheat Sheet to better educate buyers about the deceptive sales practices many dealerships use nationwide. Please understand that not all car dealers are dishonest. However, you never know who you’ll be dealing with, though. I’m willing to share my knowledge and experience with anyone who listens. Keep in mind that I’m a car guy, not a writer.