The 2024 Toyota Land Cruiser: Downsizing Done Right
Toyota fans have been eagerly anticipating the release of the new midsize Land Cruiser. With its retro-inspired design and affordability, it seemed like Toyota was doing something revolutionary in the automotive world. However, the excitement among fans quickly turned to disappointment when dealerships started slapping hefty markups on the vehicle.
One dealership in California is asking for $88,845 for the 2024 Land Cruiser, pocketing a cool $12,500 just because they can. This kind of price gouging by dealerships is not only frustrating for consumers but also threatens to undo all the good that Toyota has done with the new Land Cruiser.
The Land Cruiser has a long and storied history as Toyota’s humble version of the Willys Jeep. It quickly became known as one of the most reliable and respected trucks in the world. However, in North America, Toyota started making the Land Cruiser fancier and more expensive with each redesign. By 2021, the Land Cruiser had a hefty price tag of $81,116, making it out of reach for many consumers.
With the release of the 2024 Land Cruiser, Toyota decided to change things up by downsizing the vehicle and basing it on the beloved Tacoma/4Runner chassis. Not only did they make it more affordable with an MSRP of $55,950, but they also took a bold step in the direction of smaller, more efficient vehicles. This move was applauded by many who saw it as a refreshing change in the industry.
However, the actions of dealerships like Concord Toyota, who are marking up the prices of the Land Cruiser by thousands of dollars, threaten to undermine Toyota’s efforts. Price gouging by dealerships is nothing new, but it is especially disheartening when it affects a vehicle that was meant to offer a more affordable option for consumers.
Dealerships often justify these markups by claiming that they are capitalizing on the demand for new releases. But in reality, it is just greed that drives these practices. The higher prices can deter potential buyers and ultimately harm the sales of exciting new models like the 2024 Land Cruiser.
It is important for consumers to be aware of these practices and to push back against them whenever possible. By supporting fair pricing and transparency in the automotive industry, we can ensure that innovative vehicles like the 2024 Land Cruiser continue to thrive and make a positive impact on the market.
