Toyota Grand Highlander Pricing Analysis

Pricing Analysis by Model Year

Key Insights

• Substantial New-Car Markup: The 2026 Toyota Grand Highlander is currently priced at $53,717, reflecting a significant markup of +28.5% over its starting MSRP of $41,860.
• Price Trend: The 2025 model exhibits a lower markup of +17.6%, indicating a decreasing pricing trend with newer models likely influenced by demand fluctuations.
• Older Model Values: The 2024 model is priced slightly below MSRP at $45,664, suggesting it may offer a better value proposition for buyers seeking newer features without the steep premium.

Model Year Pricing

Pricing by Popular US Cities

Market Area: Nationwide

Key Insights

• Highest Priced City: Philadelphia, PA averages $48,922, making it the most expensive market, likely influenced by demand and inventory levels.
• Competitive Pricing in New York: New York, NY is also high but slightly lower at $45,320, indicating robust demand with substantial listings (134).
• Lowest Priced City: Houston, TX offers the best deal among major markets at $45,241, suggesting better inventory turnover and competitive pricing strategies.

City-Level Pricing

Pricing by Trim Packages

Key Insights

• Popular Trim: The XLE AWD is the most prevalent offering with 520 listings, positioning it as a benchmark for buyers seeking balance between price and features.
• Premium Trim Availability: The Platinum AWD with an MSRP of $55,045 represents the highest pricing tier, appealing to buyers seeking luxury features, reflected in its 351 listings.
• FWD vs. AWD Dynamics: Most trims are AWD, indicating a consumer preference for all-weather capability, which may affect market dynamics and pricing structures.

Trim-Level Details

These recommendations are based on CarGurus' proprietary market data from June 25, 2026, CarGurus experts' opinions, and generative AI.