• Mar 21, 2012

A Twitter user with the handle miami4me2c discovered something interesting at a Toyota dealer in Miami and thankfully shared pictures of this unusual Prius C Two window sticker. Remember, the base Prius C starts at just $18,950, and the upgraded Two trim 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 Autoblog 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."


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  • 182 Comments
      Emmsys
      • 2 Years Ago
      I don't want to sound like a troll but...why are Americans surprised by this? A few years ago didn't many Americans race to buy Prii when gas prices soared, paying more for used models than new because of the backlog? Yup, to save money at the pump Americans bought $25k+ cars! And then they promptly bought SUVs again when the gas prices dropped! Why wouldn't anyone want to take advantage of that kind of shortsighted stupidity? If someone pays $7k more for the Prius C then good on the dealer for taking advantage of stupidity. The buyer deserves to be taken to the cleaners. I am tired of having to protect the idiots of the world.
      Synthono
      • 2 Years Ago
      Al Hendrickson Toyota: Missing the entire point of the Prius C.
      Bob
      • 2 Years Ago
      The dealership is free to charge whatever he likes, as absurd as it may be. In turn we are free to ridicule the hell out of him and hope that someone will see all the ranting and not fall for his greed. There might be some sucker out there willing to pay that price but we are free to persuade him or her not to.
      JEO
      • 2 Years Ago
      $7000 buys 70,000 miles of driving at 40 miles per gallon at $4.00 per gallon. I would not do business with this dealer.
      Dave Champagne
      • 2 Years Ago
      The first time I saw a MVA on a car, I told the dealer it comes off or I go somewhere else. They tried everything on earth to justify it, but in the end, I won, they removed it and I bought the car. I refuse to give in to their greed (all of that money goes to the dealer).
      ten sixtysix
      • 2 Years Ago
      I think they are either: A, hoping some inexperienced customer would just walk in and pay the asking price, so they can hi 5 like they had hit the lottery. B, love the long negotiation process. Either way, this dealership sucks.
      Dvanos
      • 2 Years Ago
      Too many Toyota dealers in this country to let one rob you. Just go an order one from another dealer.
      Nick
      • 2 Years Ago
      I would never pay such an adendum. If some dimwit wants to brag about having the first hybridized Yaris on the road in their town, let her / him pay the unnecessary and excessive price.
      curbsidemelody
      • 2 Years Ago
      When I went shopping in Nashville, TN I noticed the Kia dealerships here all had 'Market Value Adjustment[s]' upwards of $5,000 - even on previous generation Kia Rios! Needless to say, I did not buy a Kia. Aside, I cannot stress enough the importance of being knowledgeable about car pricing. Add in the fact that most banks will not allow more than 100-120% of the car's MSRP to be financed into a loan.
      Monkaroo
      • 2 Years Ago
      Sadly when you pay that much for a vehicle that is not worth it you negate the savings in fuel cost. Why would people looking for a cheap fuel saving car pay this price?
        over9000
        • 2 Years Ago
        @Monkaroo
        If you want cheap fuel buy a base model Yaris, the price difference will pay for years worth of gas. If you're buying this for the fuel economy alone then you're an idiot.
          Synthono
          • 2 Years Ago
          @over9000
          A base Yaris doesn't have the equipment level of a base Prius C, not even close. The base Yaris is very spartan, it doesn't even have cruise or power windows.
      Timothy Tibbetts
      • 2 Years Ago
      Overpaying for a car that is designed to save money is the most absurd thing I have heard of. I remember looking at the Volt and seeing the sticker price jacked and just laughing at the idea.
      EJD1984
      • 2 Years Ago
      The dealer is banking on the old PT Barnum saying "There's a sucker born every minute" Some poor uninformed person will wind up paying this price. Sad. I've seen similar at a few local dealers. I really love it when I see the $700 pinstriping - a UMBFKM moment
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