Toyota Prius Prime For $50,000 Shows Dealer Markups Are Still A Problem

Crazy dealership markups have long been an issue in the US, usually on limited production or special cars. However, this is the first time we see a markup on a Toyota Prius Prime, a mainstream nameplate.

In a post on Reddit, user GalacticKitty was asked to pay $48,641 for a 2024 Prius Prime XSE Premium, which has a base price of $39,370 before packages, accessories, and delivery fees.

The user provided a photo of the dealership’s computation, showing $3,166 worth of dealer and port packages and accessories installed, along with $1,095 for delivery and handling fees. The markup, however, is $5,000, labeled as “market adjustment.”