Toyota Highlander Hybrid Pricing Analysis: Portland, OR Market Report

Pricing Analysis by Model Year

Key Insights

• Significant New-Car Premium: The 2026 model is priced at $61,745, which is approximately 28.5% above its MSRP, indicating strong demand for the latest model.
• Depreciation Trends: The 2017 model shows the steepest depreciation at -21.0% vs MSRP, while the 2022 model has the least depreciation at -12.2%, suggesting a better retention of value for newer models.
• Best Value Years: The 2023 and 2024 models are priced relatively close to their MSRPs, with only -3.3% and -7.0% depreciation, making them attractive options for buyers seeking value.

Model Year Pricing

Pricing in Nearby Cities

Market Area: Greater Portland Region

Key Insights

• Highest Prices in Yakima: The city of Yakima, WA has the highest average price at $40,798, likely due to lower inventory and higher demand.
• Best Value in Eugene: Eugene, OR offers the lowest average price at $29,509, indicating a more price-sensitive market or higher inventory turnover.
• Stable Pricing in Salem: With 68 listings and an average price of $30,801, Salem shows a balanced market with reasonable pricing relative to inventory.

City-Level Pricing

Pricing by Trim Packages

Key Insights

• XLE AWD is the Most Common Trim: With 22 listings, the XLE AWD serves as a popular choice, reflecting strong demand for its features and pricing.
• Premium Pricing for Platinum AWD: The Platinum AWD trim, priced at $55,675, commands a significant premium due to its luxury features, indicating a market for high-end options.
• Limited AWD Offers Competitive Features: The Limited AWD trim, with 21 listings and an MSRP of $52,475, provides a balance of features and price, appealing to buyers looking for value in the mid-range segment.

Trim-Level Details

These recommendations are based on CarGurus' proprietary market data from July 16, 2026, CarGurus experts' opinions, and generative AI.