The Secrets to Your Lowest Possible Price on a New Car

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!

2016 Toyota 4Runner
2016 Toyota 4Runner

Price Range: $33,510 to $43,860

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

2016 Toyota 4Runner Overview

Price Range: $33,510 to $43,860

Your Price: Ask Us


The 2016 Toyota 4Runner is an old school SUV, sticking to a tradition box-on-frame design and offering better off-road capability and ruggedness than you will find in any of the new wave crossovers that have taken over the streets.

The 4Runner looks the part, with large fender and an upright stance that hint at its prowess. Up front, the fascia is busy, with lots of nooks and crannies built into the body work that surround a large front grille opening. 17-inch alloy wheels come standard, with larger wheels up to 20-inches in size available. Fog lights, projector headlights, and a power window in the liftgate are standard. For those who want even more rugged looks, a TRD Pro Series trim is offered which gets unique wheels, all-terrain tires, a front skid plate, and unique badging.

Under the hood of each of the 4Runner’s four trim levels (SR5, Trail, Limited and TRD Pro) is the same engine, a 270-hp, 4.0-liter V-6 that makes 278 pounds-feet of torque. It is mated to a five-speed automatic transmission and standard rear-wheel drive, with four-wheel drive optional. The 4Runner also offers several different suspension options and upgrades, including a Kinetic Dynamic Suspension that has greater wheel travel for off-roading and an X-REAS adaptive suspension. TRD Pro models get high-performance Bilstein shocks and TRD front springs.

Inside, the 4Runner offers seating for five passengers across two rows of seats, with an optional third row available that expands seating capacity to seven. The exterior’s rugged aesthetic carries over to the inside, with large knobs for the climate control and a truck-like dash hinting at its roots. Standard features include an Entune touchscreen audio system, air conditioning, cruise control, Bluetooth connectivity, USB port, HD radio, and a 40/20/40-split folding second row bench. Also available are navigation, dual-zone automatic climate control, leather upholstery, and heated/ventilated front seats.

Standard safety features include eight airbags, rearview camera with guidelines, antilock brakes, and electronic stability control. Front/rear parking sensors are optional.

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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