The Secrets to Your Lowest Possible Price on a New Car

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Did You Know Every New Toyota 4Runner Has a Secret Price?

It's the low price dealers offer Internet shoppers...

Discover the Dealer's Secret Price

Over the past month we helped 97,584 new car buyers find their perfect car!

2014 Toyota 4Runner
2014 Toyota 4Runner

Price Range: $32,820 to $43,400

Your Price: Ask Us

I thought I'd try your free services since I didn't want all the drama and stress of negotiating the price. It worked! It was so easy to save money and I love my new car!Gina L.
Los Angeles, CA

2014 Toyota 4Runner Overview

Price Range: $32,820 to $43,400

Your Price: Ask Us


Toyota’s rugged 4Runner SUV returns for 2014 with some cosmetic updates inside and out, as well as a newly standard rearview camera.

On the outside, the 2014 4Runner adds a restyled front grille, flanked by projector headlights and a new front fascia. If the 4Runner looked rugged before, it’s extra rugged now, hinting at its off-road acumen. Each of the three trim levels has distinctive front features; the SR5 is body-colored, Trail models get a blacked-out, and Limited models get an extra helping of chrome. Trailer-sway control is standard.

Under the hood, the 4Runner keeps its tried-and-true 270-hp, 4.0-liter V-6 engine making 278 pounds-feet of torque. It is mated to a standard five-speed automatic transmission, which sends power to the rear-wheels. A pair of four-wheel drive systems is available; a part-time 4WD system is standard on the Trail and optional on the SR5, while a full-time 4WD with a limited-slip center diff with locking is available on Limited models.

Fuel economy figures range from 17/21-22 mpg city/highway.

Inside, the 2014 4Runner gets a subtle makeover that includes a new instrument cluster with blue background lighting and a small info screen between the gauges, a larger 6.1-inch touchscreen display for the audio system, and a revised center console with bigger climate controls. Toyota’s Entune system comes standard, which allows the use of apps via a connected smartphone. Bluetooth connectivity is standard, as is HD radio, leather trimmed steering wheel, remote keyless entry, power rear liftgate window, and USB port with iPod connectivity. Navigation is optional, as are an auto dimming rearview mirror, automatic dual-zone climate control, and leather upholstery.

The 2014 4Runner won a Top Safety Pick award designation from the IIHS for its performance in their battery of crash tests. Traction, stability, and braking control are standard, as are eight airbags and active head restraints. The 4Runner is not what anyone would call a small vehicle, so the standard rearview camera is a welcome addition, as are optional front and rear park assist sensors.

Secret 1: Consumer Incentives

Zero percent financing, employee discount, cash back, out-the-door price tags...

Most dealers work hard to offer the public competitive prices. These incentives can grab your attention, but they can also obscure the actual terms you're getting on your purchase.

How can you fully understand incentives to get the lowest possible price on your car?

Secret 2: Finance & Insurance

Most state franchise laws prohibit manufacturers from selling cars directly to the public, so the dealer will be your middleman. But in terms of financing and insurance, you can choose a bank or the dealer directly.

How can you determine what's in your best interest?

Secret 3: Additional Costs

Destination charges, taxes, license and title fees, advertising fees... When going to a dealership, you must ask for an explanation of any fee you don't understand. But you need to choose your battles wisely. Your local car dealer may have taken a loss or slim profit along the way, and your fighting over something like a doc fee when the deal is nearly wrapped up may be counterproductive.

In any case, there are many fees and charges in the sale process: some inevitable, others questionable.

How do you tell them apart?

Secret 4: Trade-in Value

If you currently own a car, it probably represents profit. The question is, whose profit will it be?

With few exceptions, you'll get the most money for your used car by selling it privately. That's because dealers pay wholesale prices — not retail prices — for used cars, and they sell them at retail.

Your current car's value can be used to lower the price on your new car. However, most people underestimate their used car's value when going to a dealership.

How can you maximize your value?

Secret 5: Dealer Holdback

The car manufacturer holds back a fraction of the price of all vehicles the dealership sells. Then, it returns the money to the dealership, usually on a quarterly basis.

Dealer holdback began its life as a safety net that ensured the manufacturers would have a security deposit of sorts if a dealership missed payments, and the dealerships would have money on hand to cover overhead costs when the holdback was returned.

How can you take advantage of dealer holdbacks to get the bottom line price?

Secret 6: Dealer Incentives

Unlike consumer incentives, dealer incentives are factory-to-dealer incentives that reduce the dealer's true cost to buy the vehicle from the factory to below invoice.

Manufacturers offer these incentives on a regional basis to generate sales on specific models. These incentives are sometimes referred to as "spiffs," and they can touch off competition among dealers to move slower-selling stock.

For instance, a dealer incentive may kick in when a certain sales target is reached, with each subsequent sale resulting in a higher factory-to-dealer rebate.

How can you benefit from that?

Get your free quote above and we'll tell you these secrets.
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