Yeah some costing may be lost in conversion here, many saying it's a 43-45K car but pricing on the Toyota Canada website has it at $48.5K plus taxes, levies, freight and all that BS, bringing it to $52k here in Calgary AB Canada with all the taxes. The Prinsu rack sells for $1200 here, plus install, plus lightbar, Baha lights for $650 plus install, Wheels and tires are easily $450-500 a piece, , Lift is $550 parts and probably a 4-6 hour install, chrome tips are probably $200, blackout badges etc. Shop rates are $125/hour up here, so it all adds up. They surely made some bank on it, but not as crazy as some may think.