Toyota Grand Highlander Pricing Analysis: Norfolk, VA Market Report

Pricing Analysis by Model Year

Key Insights

• New Models Command Premiums: The 2026 Toyota Grand Highlander is priced at $48,791, reflecting a 15.5% increase over its original MSRP, indicating strong demand for the latest model.
• Moderate Depreciation for Recent Years: The 2025 model shows a 14.3% increase over MSRP, while the 2024 model is priced at $47,240, which is about 3.1% below MSRP, suggesting a slight depreciation trend.
• Best Value Year: The 2024 model offers the best value with a minimal depreciation, making it an attractive option for budget-conscious buyers.

Model Year Pricing

Pricing in Nearby Cities

Market Area: Greater Norfolk Region

Key Insights

• Highest Prices in Salisbury, MD: The market in Salisbury shows the highest average price at $54,189, likely due to limited inventory and higher demand.
• Lowest Prices in Richmond, VA: Richmond offers the most competitive pricing at $39,900, indicating a more price-sensitive market or higher inventory levels.
• Inventory Variation: Cities like Fredericksburg (85 listings) and Williamsburg (75 listings) have substantial inventory, which correlates with average prices around $44,889 and $46,569, respectively.

City-Level Pricing

Pricing by Trim Packages

Key Insights

• AWD Trims Dominate Listings: The XLE AWD trim is the most common with 21 listings, reflecting strong demand for all-weather capability.
• Premium Pricing for Higher Trims: The Platinum AWD trim, priced at $55,445, commands a significant premium, indicating a market for luxury features.
• 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.

Trim-Level Details

These recommendations are based on CarGurus' proprietary market data from August 6, 2026, CarGurus experts' opinions, and generative AI.