$9,221
price difference on the same car — just a different dealer
We contacted 100 Toyota dealers across 46 states asking for the out-the-door price on a 2026 RAV4 Hybrid XSE. Same vehicle. Same trim. Same buyer profile. The only difference was the dealership.
What happened when we contacted 100 dealers
We submitted online inquiries to 100 Toyota dealers across 46 states and followed up over email and text. Here’s how they responded:
Many dealers responded with a ballpark or "call us for pricing." Only 38 gave a structured OTD quote we could compare. Of those, 6 quoted a RAV4 Woodland instead of the XSE we requested.
Every Quote, Decomposed
Every dealer started with roughly the same car at roughly the same MSRP ($42,200–$44,947). What they did next tells the real story. The chart below shows what each dealer added or subtracted from their sticker price. Green means they discounted. Orange and yellow mean they piled on add-ons and doc fees.
Best Dealer Behavior
-$2,445 vs MSRP
Corwin Toyota — ND
$3,269 discount, $824 in add-ons
Worst Dealer Behavior
+$6,776 vs MSRP
Drive Olathe Toyota — KS
At MSRP, $6,376 in add-ons, $400 doc fee
Corwin Toyota (ND) discounted $3,269 below MSRP, added $824 in accessories. Net: $2,445 below MSRP.
Drive Olathe Toyota (KS) added $6,376 in add-on products and tacked on a $400 doc fee. Net: $6,776 above MSRP.
That’s a $9,221 swing — entirely based on which dealer you contacted, for the exact same car.
What makes up your out-the-door price
Vehicle Price
MSRP or negotiated selling price
Dealer Add-Ons
Protection packages, tint, accessories
Doc Fee
Documentation / processing fee
Sales Tax
Set by your state, not the dealer
Title & Registration
State DMV fees
Dealers control the top three. You control which dealer you choose.
Dealer Markup vs. MSRP
Left = savings · Right = added costs · Sorted by dealer-controlled markup
Sales tax varies from 0% (Oregon, New Hampshire) to 9.75% (Tennessee). We show the pre-tax view by default because sales tax is set by your state — not the dealer. The dealer-controlled charges are what you can actually negotiate.
Click any bar to see the full quote →
The median pre-tax price was $44,184. Half of all dealers quoted above this — on a vehicle with the same MSRP.
This same AI can negotiate your next car purchase. Try CarEdge Pro →
The Receipts
Every quote below is a real dealer document — worksheets, pricing breakdowns, and OTD confirmations sent directly to our AI agents. Personal info has been redacted.
PDF Documents (49)
Worksheets, proposals, and pricing breakdowns received as PDFs.
Autonation Toyota Leesburg
VA · PDF
Victory Toyota
WV · PDF
Moses Toyota
Heritage Toyota Owings Mills
MD · PDF
Great Lakes
Fox Toyota
Corwin Toyota Of Fargo
ND · PDF
Berglund Toyota
VA · PDF
Mountain States Toyota
Toyota of Nashua
NH · PDF
Valdosta Toyota
GA · PDF
TOYOTA OF JACKSON
MS · PDF
Kenny Kent Toyota
IN · PDF
Toyota of Jackson
MS · PDF
Toyota of Jackson
Marion Toyota
Elgin Toyota
IL · PDF
Team Toyota
IN · PDF
Autonation Toyota Las Vegas
NV · PDF
Autonation Toyota Las Vegas
NV · PDF
Sierra Toyota
AZ · PDF
Baxter Toyota of La Vista
NE · PDF
AutoNation Toyota Las Vegas
NV · PDF
Sierra Toyota
Toyota Of Bowling Green
KY · PDF
Toyota Of Bozeman
MT · PDF
Toyota Columbus
Motorworld Toyota
PA · PDF
Motorworld Toyota
PA · PDF
Toyota Of Midland
TX · PDF
Fred Anderson Toyota Of Sanford
NC · PDF
Fred Anderson Toyota Of Sanford
NC · PDF
Fred Anderson Toyota Of Sanford
NC · PDF
Motorworld Toyota
PA · PDF
Fred Anderson Toyota Of Sanford
NC · PDF
Smart Toyota of Quad Cities
IA · PDF
Roswell Toyota
NM · PDF
Unknown (Honda CR-V quote)
Del Toyota
CA · PDF
Headquarters Toyota
FL · PDF
Alderman's Toyota
Alderman's Toyota
Heritage Toyota Catonsville
MD · PDF
South Dade Toyota Of Homestead
FL · PDF
Lake Charles Toyota
LA · PDF
South Dade Toyota Of Homestead
FL · PDF
Heritage MileOne Autogroup
MD · PDF
Heritage MileOne Autogroup
Lake Charles Toyota
LA · PDF
Dealer-by-Dealer Breakdown
Read left to right: MSRP → discount or markup on vehicle price → add-ons → doc fee → net result vs MSRP → final pre-tax quote. Green = savings, red = above MSRP.
32 verified quotes from 25 states — 6 excluded (wrong vehicle)
$42,124
-$2,445 vs MSRP
MSRP
$44,569
Discount
-$3,269
Add-Ons
$824
Doc Fee
—
$41,799
-$2,445 vs MSRP
MSRP
$44,244
Discount
-$2,944
Add-Ons
$499
Doc Fee
—
$41,734
-$1,391 vs MSRP
MSRP
$43,125
Discount
-$1,825
Add-Ons
$434
Doc Fee
—
$43,528
-$661 vs MSRP
MSRP
$44,189
Discount
-$911
Add-Ons
—
Doc Fee
$250
$42,098
-$531 vs MSRP
MSRP
$42,629
Discount
-$1,450
Add-Ons
$429
Doc Fee
$490
$42,119
-$510 vs MSRP
MSRP
$42,629
Discount
-$1,000
Add-Ons
—
Doc Fee
$490
$44,159
-$275 vs MSRP
MSRP
$44,434
Discount
-$500
Add-Ons
—
Doc Fee
$225
$42,847
-$102 vs MSRP
MSRP
$42,949
Discount
-$500
Add-Ons
—
Doc Fee
$398
$44,567
-$41 vs MSRP
MSRP
$44,608
Discount
-$340
Add-Ons
—
Doc Fee
$299
$44,807
-$1 vs MSRP
MSRP
$44,808
Discount
-$500
Add-Ons
—
Doc Fee
$499
$42,300
$0 vs MSRP
MSRP
$42,300
Discount
—
Add-Ons
—
Doc Fee
—
$43,089
$0 vs MSRP
MSRP
$43,089
Discount
—
Add-Ons
—
Doc Fee
—
$43,890
$0 vs MSRP
MSRP
$43,890
Discount
—
Add-Ons
—
Doc Fee
—
$44,124
+$40 vs MSRP
MSRP
$44,084
Discount
—
Add-Ons
$40
Doc Fee
—
$43,613
+$149 vs MSRP
MSRP
$43,464
Discount
-$500
Add-Ons
$399
Doc Fee
$250
$43,493
+$299 vs MSRP
MSRP
$43,194
Discount
—
Add-Ons
—
Doc Fee
$299
$42,679
+$479 vs MSRP
MSRP
$42,200
Discount
-$321
Add-Ons
—
Doc Fee
$800
$43,749
+$494 vs MSRP
MSRP
$43,255
Discount
—
Add-Ons
—
Doc Fee
$494
$44,443
+$499 vs MSRP
MSRP
$43,944
Discount
—
Add-Ons
—
Doc Fee
$499
$45,089
+$505 vs MSRP
MSRP
$44,584
Discount
+$325
Add-Ons
—
Doc Fee
$180
$43,700
+$575 vs MSRP
MSRP
$43,125
Discount
—
Add-Ons
—
Doc Fee
$575
$43,323
+$599 vs MSRP
MSRP
$42,724
Discount
—
Add-Ons
—
Doc Fee
$599
$44,973
+$599 vs MSRP
MSRP
$44,374
Discount
—
Add-Ons
—
Doc Fee
$599
$45,267
+$799 vs MSRP
MSRP
$44,468
Discount
—
Add-Ons
—
Doc Fee
$799
$43,894
+$799 vs MSRP
MSRP
$43,095
Discount
—
Add-Ons
—
Doc Fee
$799
$45,903
+$1,319 vs MSRP
MSRP
$44,584
Discount
+$819
Add-Ons
—
Doc Fee
$500
$46,249
+$1,392 vs MSRP
MSRP
$44,857
Discount
—
Add-Ons
$967
Doc Fee
$425
$45,863
+$2,021 vs MSRP
MSRP
$43,842
Discount
—
Add-Ons
$1,122
Doc Fee
$899
$45,283
+$2,188 vs MSRP
MSRP
$43,095
Discount
—
Add-Ons
$1,094
Doc Fee
$1,094
$46,369
+$3,045 vs MSRP
MSRP
$43,324
Discount
—
Add-Ons
$2,794
Doc Fee
$251
$45,686
+$3,486 vs MSRP
MSRP
$42,200
Discount
+$1,244
Add-Ons
$1,244
Doc Fee
$998
$50,860
+$6,776 vs MSRP
MSRP
$44,084
Discount
—
Add-Ons
$6,376
Doc Fee
$400
Fee Analysis
The Fee Trap
The MSRP was roughly the same everywhere. It’s everything else that got you.
12 out of 32 quotes (38%) included dealer add-on products — extras you never asked for, quietly baked into the price.
What They're Charging For
The 10 most common add-on categories across 28 line items. Most are negotiable or removable.
Tip: Most add-ons are negotiable. Ask the dealer to remove or reduce these before signing.
Doc Fees: Same Paperwork, 6x Price Spread
Documentation fees ranged from $180 to $1,094 across our quotes — for the exact same paperwork.
$1,094
$998
$899
$800
$799
$799
$599
$599
$575
$500
$499
$499
$494
$490
$425
$400
$398
$299
$299
$295
$251
$250
$250
$225
$180
The Tactics We Saw
These patterns appeared repeatedly across dealer quotes.
“We can’t give pricing over email”
Fake discounts hiding massive fees
Mandatory add-on packages baked into the quote
Applying rebates you don’t qualify for
Ghosting after follow-ups
Every Dealer Fit Into a Bucket
After reviewing all the data, clear patterns emerged.
Transparent & fair
Clean OTD quote, no games, no pressure
Phone-call-only
Refused to give a price over email or text
Add-on junk fee machine
Padded the quote with $1,000+ in optional products
High pressure
Aggressive follow-ups, urgency tactics, manager escalations
Ghost
Never responded at all
Bait & switch
Quoted a different (cheaper) vehicle than what was requested
Guess which group was the largest…
To be fair:
A small number of dealers were shockingly honest. Clear pricing. No games. No pressure. They do exist — they're just hard to find. Traditional car search websites don't highlight these dealers because they reward dealers with “best deal” badges based on ad spend, not actual pricing.
They Quoted Us the Wrong Car
We contacted every dealer about the same car: a 2026 Toyota RAV4 Hybrid XSE. Most quoted us correctly. But 6 dealers sent back pricing for a completely different trim.
Marion Toyota
IL
Requested
Toyota RAV4 Hybrid XSE
MSRP: $42,200–$44,947
Quoted
Quoted RAV4 Woodland instead of XSE
MSRP: ~$39,000 · OTD: $45,380
Del Toyota
PA
Requested
Toyota RAV4 Hybrid XSE
MSRP: $42,200–$44,947
Quoted
Quoted RAV4 Woodland instead of XSE
MSRP: ~$39,000 · OTD: $43,260
Heritage Toyota Owings Mills
MD
Requested
Toyota RAV4 Hybrid XSE
MSRP: $42,200–$44,947
Quoted
Quoted RAV4 Woodland instead of XSE
MSRP: ~$39,000 · OTD: $42,200
Toyota of Nashua
NH
Requested
Toyota RAV4 Hybrid XSE
MSRP: $42,200–$44,947
Quoted
Quoted RAV4 Woodland instead of XSE
MSRP: ~$39,000 · OTD: $42,425
Alderman's Toyota
VT
Requested
Toyota RAV4 Hybrid XSE
MSRP: $42,200–$44,947
Quoted
Quoted RAV4 Woodland instead of XSE
MSRP: ~$39,000 · OTD: $45,424
Elgin Toyota
IL
Requested
Toyota RAV4 Hybrid XSE
MSRP: $42,200–$44,947
Quoted
Quoted RAV4 Woodland instead of XSE
MSRP: ~$39,000 · OTD: $42,200
This is a tactic worth knowing about. A lower quote on a different vehicle can look like a great deal until you show up and realize it’s not the car you asked for. We excluded these quotes from our analysis to keep the comparison fair.
Negotiation Stories
Our AI agents didn't just collect quotes — they negotiated. Here's how the conversations played out at dealers that tried to pad the price.
Here is the pricing breakdown for the 2026 RAV4 XSE. Total balance due is $53,336 including all protection products.
Included $8,370 in EGA protection products (REPEL, XPEL Clear Bra, VSC)
I appreciate the quote. I'd like to keep it simple — selling price + normal tax/title + doc fee. Can we get a number without the EGA protection products?
If we remove all of the optional products it would take off $8,370 and your out the door price would be $44,966.
$8,370 in add-ons removed same day
That's much better. I'm comparing a couple of offers — is there any room on the selling price itself?
I spoke with my manager and we can do $44,500 out the door. That's our best offer.
Total saved: $8,836 — $8,370 in add-ons removed, $466 off selling price
Negotiation in Action
Here’s a real conversation between our AI agent and Albany Toyota. The dealer’s first quote was $53,336. Four days later, the price was $44,500.
$53,336
Initial quote with $8,370 in EGA protection products
$44,966
Add-ons removed same day after AI pushed back
$44,500
Final price after manager approval on Day 3
CarEdge AI
Hi, my name is Zach Shefska and I'm interested in the 2026 Toyota RAV4 in black (VIN JTM6CRAV0TD302076) you have listed for $43,889. Is it still available? Could I see an out the door breakdown?
Feb 9, 8:17 PM
Ashton Chapman
Sounds good Zach. I'll send over a photo right now giving you a breakdown of everything.
OTD PRICE SHEET
Feb 9, 10:29 PM
CarEdge AI
Thanks Ashton, appreciate you sending the breakdown. The $43,889 selling price is exactly what I was expecting and I'm good with that part. Where it loses me is all the EGA items on top: REPEL, XPEL clear bra, and the EGA VSC. Those push the total way higher than I'm trying to be. If you can remove those products and let me know the new out-the-door total for 97322 with just price, tax, DMV and doc, that's something I can seriously consider.
Feb 9, 10:29 PM
Ashton Chapman
If we remove all of the optional products it would take off $8,370 and your out the door price would be $44,966 which is the second box of the top left bracket.
Feb 9, 10:58 PM
CarEdge AI
$44,966 OTD in 97322 with the $43,889 selling price, normal gov fees, your $250 doc fee, and no EGA products added in is exactly the kind of structure I was hoping for. Can you also email that cleaned-up breakdown so I've got a copy to reference? I'll circle back once I finish comparing a couple of other RAV4s.
Feb 9, 10:59 PM
Ashton Chapman
Here's the updated proposal from my manager.
FINAL OTD — MANAGER APPROVED
Feb 12, 12:19 AM
Showing 6 of 23 messages
The Bottom Line
Whether you’re buying a RAV4 or any other car, the data is clear: the price you pay depends almost entirely on which dealer you ask and whether you push back.
The problem isn’t the car
It isn’t the manufacturer. It’s the lack of price transparency at the dealer level. Dealer-controlled charges on the same RAV4 XSE varied by thousands of dollars — before sales tax was even applied.
One quote is never enough
If this is what happens when we contact 100 dealers, imagine what the average buyer experiences when they contact 3–5.
Negotiate over text or email
It creates a paper trail, removes the pressure of sitting in the dealership, and lets you compare offers side by side. Half of all dealers refused to give a price without a phone call—that alone is a red flag.
Let AI negotiate your next car
The same AI that collected 77 quotes from 100 dealers can negotiate for you. CarEdge handles the back-and-forth so you don’t have to.
Try CarEdge ProData collected February 9–13, 2026 · 2026 Toyota RAV4 Hybrid XSE · 100 dealers across 46 states
caredge.com · YouTube · Press
Frequently Asked Questions
How much should I pay for a 2026 Toyota RAV4 Hybrid XSE?
Based on 32 verified dealer quotes, the median out-the-door price for a 2026 Toyota RAV4 Hybrid XSE is $46,565. Prices ranged from $42,629 to $49,652. Where you buy matters enormously -- the same car from a different dealer can cost thousands more or less.
What are typical dealer add-ons on a Toyota RAV4 Hybrid?
In our study, 38% of Toyota dealers added extras to their quote, ranging from $40 to $6,376 in add-on charges. Common add-ons include protection packages, window tint, floor mats, and appearance coatings. Many of these are negotiable or removable if you push back.
How much can you negotiate off a Toyota RAV4 Hybrid?
The out-the-door price spread across 32 quotes was $7,023. That means the difference between the best and worst deal on the exact same car was substantial. Negotiating over email or text is the most effective approach -- it creates a paper trail, removes high-pressure tactics, and lets you compare offers side by side.
What is a fair doc fee for a Toyota dealer?
Among the dealers that charged a doc fee, we saw a range from $180 to $1,094. Doc fees are set by the dealer and are rarely negotiable, but they vary dramatically. A high doc fee does not necessarily mean a bad deal -- look at the full out-the-door number instead.