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Originally Posted by toyotaofparis
To balance it though I dont think that a vehicle should be sold at invoice.
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Well, the way I see it, MSRP is a starting point. Supply and Demand dictates where the price goes from there.
A new vehicle such as the FJ would probably draw the MSRP for a few months, which for a dealership is a considerable profit.
When you get to the Tundras, you tend to have more of a supply, hence the rebates and lease deals. At this point I think it's fair for the consumer to make the best deal they can, and if that is the invoice price then so be it.
Invoice and MSRP pricing is set up so that a free market society (once again, supply and demand) can dictate prices.