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Market adjustments are common these days on new vehicles. Due to the ongoing vehicle chip shortage and supply chain crisis, new vehicle prices are on the rise.

Dealerships are being shipped less and less new cars, trucks, and SUVs from manufacturers. This means there are drastically less options for people in the market for a new ride.

This is Economics 101: Supply and Demand.

2021 Toyota RAV4 Prices

Take a drive by your local car dealerships and you will see for yourself just how serious this vehicle shortage is. Just about all brands have the smallest of inventory available for sale.

VIDEO YOU MAY ENJOY: Answering your vehicle shortage questions

And with supply and demand, regardless of the industry or genre, low supplies generally equate to higher prices.

Higher inventory and availability means lower prices.

Like with Toyota RAV4 and Toyota RAV4 Hybrid. And other popular Toyota models.

Just about every year for the last two decades, buyers have had a much easier time choosing their ideal RAV4 Hybrid. Their perfect RAV4.

And they can expect a discount from their dealers. Sometimes a healthy discount.

Not so much this year. Not during an international vehicle shortage and crisis.

2021 Toyota RAV4 Markup

Dealers across the nation and the world have the freedom to sell vehicles for prices they deem appropriate.

MSRP equals Manufacturer Suggested Retail Price. This means auto manufacturers suggest what a vehicle should be sold for. Most years, dealers discount from these prices.

The advantage goes to the consumers. Usually big time.

Not now, though.

Dealers can also sell their cars and trucks and SUVs for higher prices as well, depending on market conditions.

You will see a lot of this “market adjustment” these days. All across the country.

Astronomical 2021 RAV4 Prime Price

People who follow my “ToyotaJeff Reviews” YouTube channel and my Torque News / Toyota News stories have been sending me pictures and details of vehicle markups. I find it fascinating what dealers are selling vehicles for.

But nothing prepared me for the picture someone sent me yesterday. I am still in shock.

A 2021 Toyota RAV4 Prime XSE is being sold at one specific Toyota dealership with a $40,000 “Dealer Added Markup.”

I looked up this specific vehicle on the dealership website, and it is a 2021 RAV4 Prime XSE in Supersonic Red. This has been one of the hottest vehicles to find and purchase for the last two years.

Really challenging to find.

But I wonder if this vehicle is worth the $96,442 selling price on the window sticker.

Yes, I said $96,442. Friends, this is far higher than a new Land Cruiser sells for. A Land Cruiser.

I am speechless. Maybe you have more words than I do right now.

Time for Your Toyota RAV4 Comments

Have you been in the market for a new car or truck or SUV, and how has your experience been?

Let me know what brand and what model and options you want. How are vehicle inventories where you live?

Special Thanks to Facebook RAV4 club "Toyota RAV4 Club" for the photo.

Thanks for reading everyone. See you next story when I discuss fan response to dealer price markups.

READ MORE:
- All 2022 RAV4 changes
- New 2022 Camry trim level coming
- Good news for 2022 Tacoma buyers

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