• Mar 20th 2012 at 6:04PM
  • 46

A Twitter user called miami4me2c discovered something interesting at a Toyota dealer the other day and thankfully shared pictures of this unusual Prius C Two window sticker. Remember, the base Prius C starts at just $18,950, and the Two normally starts at $19,900. With the options that dealer Al Hendrickson has added to the car, it should cost $20,839, but then someone at the dealer added a "Market Value Adjustment," which comes in at an astonishing $6,995. Total cost for the "cheap" Prius at this particular dealer? $27,834. We agree with what you just thought: that's completely absurd.

Or is it? We called Al Hendrickson Toyota with some questions for the general manager – why so much? and are people still interested at this price? – but were asked to leave a message and have not yet heard back. But think about it. This is one of the most popular high-efficiency vehicles in the U.S. right now, selling 1,200 units in the first three days it was on sale, and Toyota is increasing production to meet demand (both here and in Japan). We admit that the market values this car, but does it do so enough to tack on an extra 33 percent? We doubt it – especially when you can get a regular Prius Liftback or Prius V for around that much – but maybe someone down in Florida thinks so. Either way, Toyota representatives wouldn't comment and we know that dealers are independent and don't have to follow the MSRP. Still, $7,000 extra? C'mon, man.

*UPDATE: Toyota gave AutoblogGreen the following statement on the matter: "While Toyota Motor Sales does not advocate mark ups beyond the MSRP, the dealers are independent business operations and though we advise against raising prices beyond suggested retail, ultimately the final price is determined in the negotiations between a dealer and the customer."


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 46 Comments
      Errol R Ritchie
      • 7 Months Ago
      I recently look at a car at that dealership, iwent across the street , and paid nearly $8000. less for the same car theres was black , the one i boughtwas blue, was it the colour,
        marcopolo
        • 7 Months Ago
        @Errol R Ritchie
        @ Errol R Ritchie You evidently bought a used car. But you obviously are interested and have the advantage of living in the vicinity, why not drop by the dealer and check the story out ?
      Mr. Sunshine
      • 7 Months Ago
      For that price, you could easily get a regular Prius with some extras that gets about the same MPG.
      Turbo Froggy
      • 7 Months Ago
      Ug, paying additional dealer markup is stupid on any vehicle. There has got to be 10 diffrent dealerships of the same make in a 100 radius, just go someplace else. This is completely out of line, for that money you could buy a brand new Leaf and still have a grand left over.
      Spiffster
      • 7 Months Ago
      Crack is one hell of a drug...
      Ford Future
      • 7 Months Ago
      I just don't think it's cute enough to add $7000. Someone must have had too much Jamison on Green Day.
      paulwesterberg
      • 7 Months Ago
      I think they only have one Prius C and want people who coming in to look at the vehicle to end up buying a regular Prius which they do have in quantity, because you get a larger vehicle with the same gas mileage for the "same price".
      paulwesterberg
      • 7 Months Ago
      This is why I hate car dealers. They already have a tidy profit built into the msrp but then they tack on additional surcharges, delivery fees and adjustments. Someday a major internet retailer like good, amazon, apple or walmart will figure out how to sell vehicles for less than MSRP with efficient online configuration, ordering, loans, leasing etc. and these dinosaurs will go out of business.
        2 Wheeled Menace
        • 7 Months Ago
        @paulwesterberg
        Look at what Costco is doing. Some of the cars are actually around $1000 off the expected price. Very similar to what you're talking about. http://www.costcoauto.com/ note: i don't work for, or have interest in costco.
          paulwesterberg
          • 7 Months Ago
          @2 Wheeled Menace
          I am not a costco member so the site wont let me do much. It seems like it is mostly about connecting customers to dealers... ie a referral/lead service, it forces you to buy through a dealer and you have to go to their location before you get to see the price. To be useful the site needs to have very open and transparent pricing. Costco's approach seems like it just adds another middleman to the transaction.
      Sasparilla Fizz
      • 7 Months Ago
      Wow, if real, that is some serious markup.....but you know what for nearly every latest gotta have vehicle that comes out in limited numbers some dealers are going to push how far they can go. Whether it was the Camaro when it came out or the Volt or whatever there were always dealers seeing where "market adjustment" could go. I love the way Nissan did the Leaf so this didn't happen with those. I also give the nod to paulwesterberg with his theory they only have one or so of these and want people to come in and then get convinced to buy a full size Prius for the same or less...could very well be.
        marcopolo
        • 7 Months Ago
        @Sasparilla Fizz
        @Sasparilla Fizz That's a lot of speculation, why not just ring "Al Hendrickson Toyota" and ask ? For all you know, the whole thing may be a hoax!
      PeterScott
      • 7 Months Ago
      It is selling well because it is cheap. Adding $7000 means it is no longer cheap and shouldn't sell. If this was on a car I was looking at,from a local dealer, I would be telling everyone I knew to avoid the dealer that pulled this crap and I would complain to Toyota.
        Mark Schaffer
        • 7 Months Ago
        @PeterScott
        So when I take my Prius C at regular retail does this mean I am getting a good deal vis-a-vis resale value?
      Spec
      • 7 Months Ago
      No one will buy it for that price. Anyone that does is a sucker that probably needs to learn a lesson.
      airgates2k
      • 7 Months Ago
      In 2000, I paid $4,000 over sticker for my Honda S2000. All things considered, you couldn't wipe the SMILE off my face. Here, with the Prius c is absolutely ridiculous. $7,000 mark up is nothing but GREED. Dealerships that practice this only perpetuate the stereotype. Real shame.
      Jeff Zekas
      • 7 Months Ago
      Of course, Toyota gives its typical doublespeak... as if to say, "The dealer sells our cars, but his greed doesn't reflect on our corporation", to which I would answer, "Director Akira Imura and President Tetsuro Toyoda: You have no honor, if you allow those who sell your cars to steal from customers. And adding exorbitant amounts onto the price of a car is stealing."
        Jeff Zekas
        • 7 Months Ago
        @Jeff Zekas
        After World War Two, the allies passed laws against "profiteering": those selling necessities in the bombed out cities were not allowed to sell commodities for higher than the market price... I would say this particular dealer is profiteering... and Toyota could NOT give him any Prius automobiles, until he agrees to stop his dishonest behaviour. It seems strange that, if an activity isn't illegal, than somehow it is justifiable... as if unethical or immoral actions should somehow be okay, especially if it is a car dealer...
        marcopolo
        • 7 Months Ago
        @Jeff Zekas
        @Jeff Zekas To which Director Akira Imura and President Tetsuro Toyod, would reply;. "you have no honour suggesting Toyota, or any other corporation or person should break US commercial law, (and the law of most western countries) ! If you don't like the price, find another dealer! That's competition and that's your free choice. Toyota, and the government don't have to think for you!
    • Load More Comments