Gas Prices Send Buyers To RAV4 Hybrids, Toyota Dealers Hit Them With $15,000 Markups

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One dealer is asking $66,503 for a RAV4 that stickers for $49,211

2 hours ago

• Greedy Toyota dealers are adding huge markups on the new RAV4.
• One has a $4K markup on hybrids and a $13K fee on plug-in hybrids.
• At least two dealers appear to charge over $15,000 in markups.

A gallon of gasoline now costs more than $4.51, which is up $1.33 from a year ago. However, prices can vary significantly by location, and Californians are paying an average of $6.15. Several drivers are now looking to save at the pump, and some of them are turning to Toyota hybrids.

Unfortunately for them, the brand has developed a reputation for having greedy dealers who like to gouge customers. We’ve seen this time and time again as dealers have placed huge markups on everything from the Land Cruiser and Tacoma to mainstream models like the Camry.

More: Toyota Dealers Adding $5k Markups To 2025 Camry As Greed Knows No Bounds

The rotten apples are back in action and slapping huge markups on the new RAV4, which is offered with hybrid and plug-in hybrid powertrains. One of the most egregious examples is Toyota of Greensboro, which has a $15,435 “dealer adjustment” on their 2026 RAV4 XLE Premium. This means the price has soared from $40,934 to a ridiculous $56,369, and that’s before factoring in the $799 administrative fee.

They’re far from alone, as Magnussen’s Toyota of Palo Alto has seemingly added a $3,999 markup to every single RAV4 Hybrid in stock. The dealership lists 16 of them, so they’re trying to screw customers out of an extra $63,984.

If you want a RAV4 Plug-in Hybrid, Magnussen wants an even bigger markup. Most models are subject to a $12,995 dealer adjustment, although a Woodland version only carries a $4,995 markup – how nice of them.

Speaking of the RAV4 Woodland Plug-in Hybrid, West Kendall Toyota in Florida has their $49,211 crossover listed for $66,503. This includes a dealer fee of $949, a title fee of $548, and a tag fee of $75. The remaining $15,720 appears to be a massive markup.

Needless to say, customers should avoid these dealers, as many seem to be sticking to MSRP. As a result, a little extra legwork could save you thousands of dollars.