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Toyota's Hidden Rebates This Month

February 16, 2017

Hidden rebates, also known as "dealer cash", are rebates given to dealers by the manufacturer whenever they sell or lease a certain model. They're very similar to customer cash-back rebates, but instead of YOU getting the rebate, the dealer gets to keep it - all while remaining hidden from the car buyer. 

The purpose of hidden dealer rebates is to help vehicles sell faster without the stigma of large discounts. In theory, dealers will pass the hidden bonus to consumers through a lower purchase price, but if you don't take the time to comparison shop multiple dealers, you may never get the discount.

Hidden rebates are difficult to figure out because they're not published anywhere - only dealers know about them. However, I've been doing a lot of data analysis on incentives, and by combining a few of my data sources, I think I may have uncovered hidden incentives available on Toyota vehicles this month.

Please keep in mind this information may be inaccurate, or may not be available in your region. These calculations are experimental and should be used for informational purposes only. What these hidden rebates suggest is that you should be able to negotiate the hidden rebate amount off MSRP as a minimum, and perhaps be able to negotiate the full hidden rebate off Invoice Price.

As always, I recommend using TrueCar No Haggle and Edmunds Price Promise to quickly see what kind of deals you can get on these vehicles in your region.

Year Make Model MSRP Hidden Rebate
2017ToyotaLand Cruiser $85,645 $4,500
2017ToyotaAvalon Hybrid $38,339 $3,000
2016ToyotaSequoia $50,505 $3,000
2017ToyotaAvalon $34,115 $2,500
2017ToyotaTundra $40,063 $2,000
2017ToyotaCamry $24,929 $1,500
2017ToyotaSienna $33,480 $1,500
2017ToyotaCamry Hybrid $27,879 $1,200
2017ToyotaTacoma $35,497 $1,200
2017ToyotaRAV4 $27,564 $1,000
2017ToyotaPrius v $27,510 $900
2017ToyotaCorolla iM $20,540 $840.0
2017ToyotaPrius $25,775 $750
2016ToyotaPrius c $20,620 $500
2017ToyotaPrius Prime $28,189 $175

My Recommendation for Car Shoppers

TrueCar, Edmunds, and 1-800 Car Show are the quickest way to see the lowest car prices in your area. These sites show you no-haggle prices from dealers closest to you - and the deals are usually really good. This should be the first step you take when negotiating your car price. Follow this up with my checklist to make sure you squeeze out every last bit of savings.

California Residents - Important:

There is a new online car buying service called Roadster, available only to California residents, which I highly recommend you try - especially if you hate the stress of haggling with a car salesman. They provide an expert concierge who negotiates the price of the car and delivers it to your home with zero hassle - you never have to interact with a dealership. Here is my in-depth review of Roadster and why I recommend it.

- Gregg Fidan

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Gregg Fidan

About: Gregg Fidan

Gregg Fidan + is the founder of RealCarTips. After being ripped off on his first car purchase, he devoted several years to figuring out the best ways to avoid scams and negotiate the best car deals. He has written hundreds of articles on the subject of car buying and taught thousands of car shoppers how to get the best deals.

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