Toyota Grand Highlander Pricing Analysis: Houston, TX Market Report

Pricing Analysis by Model Year

Key Insights

• Significant New-Car Premium: The 2026 model is priced at $56,738, which is approximately 34.0% above its MSRP, indicating strong demand for the latest model.
• Stable Pricing for Recent Models: The 2025 model shows a more moderate price at $46,714, which is about 14.9% above MSRP, suggesting a healthy market for nearly new vehicles.
• Depreciation Trend: The 2024 model is priced at $42,654, reflecting a slight depreciation of -1.5% vs MSRP, indicating that older models are holding their value better than expected.

Model Year Pricing

Pricing in Nearby Cities

Market Area: Greater Houston Region

Key Insights

• Highest Prices in Victoria: The city of Victoria, TX has the highest average price at $47,933, likely due to lower inventory and higher demand.
• Lowest Prices in Huntsville: Huntsville, TX offers the most competitive pricing at $43,295, suggesting a more price-sensitive market or higher inventory levels.
• Inventory Variability: Cities like Katy (130 listings) and Conroe (121 listings) have substantial inventory, with average prices around $45,758 and $45,321, respectively, indicating stable pricing in these areas.

City-Level Pricing

Pricing by Trim Packages

Key Insights

• AWD Trims Dominate Listings: The Platinum AWD trim leads with 30 listings, reflecting strong demand for premium features and all-weather capability.
• Value Benchmark: The XLE FWD trim, with 38 listings, serves as a competitive baseline for pricing, indicating a balance of features and affordability.
• Premium Trim Markup: The Platinum AWD trim, priced at $55,445, is approximately 19.5% higher than the XLE AWD, driven by additional luxury features.

Trim-Level Details

These recommendations are based on CarGurus' proprietary market data from July 2, 2026, CarGurus experts' opinions, and generative AI.