Toyota Grand Highlander Pricing Analysis: Atlanta, GA Market Report

Pricing Analysis by Model Year

Key Insights

• New Model Premium: The 2026 Toyota Grand Highlander is priced at $48,631, representing a 15.5% increase over its MSRP, indicating strong demand for the latest model.
• Value Decline in Previous Years: The 2024 model shows a 2.4% decrease from its MSRP, suggesting a slight depreciation trend as it ages.
• Best Value Year: The 2025 model is priced at $44,937, which is only 1.5% above its MSRP, making it a competitive option for buyers looking for recent models without steep depreciation.

Model Year Pricing

Pricing in Nearby Cities

Market Area: Greater Atlanta Region

Key Insights

• Price Variability Across Cities: Lawrenceville, GA has the highest average price at $43,319, while Covington, GA offers the lowest at $42,653, indicating a competitive market with slight regional price differences.
• Inventory Levels: Cities like Peachtree City and Canton have equal listings (112), yet Peachtree City has a slightly higher average price, suggesting demand may be stronger there.
• Stable Pricing in Smaller Markets: Macon, GA shows a lower average price of $44,178 with fewer listings (84), indicating a potential opportunity for buyers seeking better deals in less competitive areas.

City-Level Pricing

Pricing by Trim Packages

Key Insights

• AWD Trims Dominate Listings: The XLE AWD is the most common trim with 37 listings, reflecting strong demand for all-wheel-drive options in the market.
• Premium Pricing for Higher Trims: The Platinum AWD trim, priced at $55,445, commands a significant premium, indicating a market for luxury features among buyers.
• Value in Base Trims: The LE FWD trim, with an MSRP of $42,260, offers a more budget-friendly option while still providing essential features, appealing to cost-conscious consumers.

Trim-Level Details

These recommendations are based on CarGurus' proprietary market data from August 13, 2026, CarGurus experts' opinions, and generative AI.