2024 Toyota Land Cruiser Markups — Short
The return of the Toyota Land Cruiser should have been a celebration for enthusiasts—affordable, rugged, and finally back in the U.S. market. Instead, dealerships are already hitting the 2024 Land Cruiser with markups that push it far beyond its intended price range. This short breaks down why it’s happening: massive hype around the new platform, limited early allocations, and Toyota’s strategy to position the Land Cruiser as a premium off-road icon without stepping on Lexus’ toes.
Markups were inevitable, but the scale of some of these dealer-added premiums is frustrating shoppers and raising eyebrows across the automotive community. Whether you’re shopping for one or just watching the chaos from the sidelines, the Land Cruiser’s launch is shaping up to be one of the most explosive return stories in recent years.
Join The Crew on Patreon!
