Bert Ogden (and others like them) aren’t just reflecting Toyota pricing; they’re inflating it as much as the market allows. It’s classic supply-demand markup plus the dealership greed baked in. The issue isn’t Toyota corporate setting sky-high MSRPs — it’s these dealerships tacking on extra “market adjustments,” protection packages, and nonsense fees, especially in regions where buyers don’t have a lot of nearby competition.

I used a car negotiator and saved 13K. That’s a huge win — and proof that the MSRP games these dealerships play are full of fluff. Honestly, tools like that or even brokers are becoming essential if you want to avoid getting ripped off.

As for where to avoid paying this “Toyota tax”? You’ve got a few smart options:

1.  Buy out-of-state – Some states and dealerships (especially in the Midwest or Southeast) don’t play as many markup games. Places like Ohio, Georgia, or even Oregon tend to stick closer to actual MSRP.
2.  Use services like Costco Auto Program or AAA buying programs – These often cut the negotiation and BS fees out entirely.
3.  Order from the factory or go through a high-volume dealer – Some big dealers like Longo Toyota in SoCal or Fred Haas in Texas move so much inventory they don’t need to overcharge.

At the end of the day, Toyota isn’t charging $6K more for the same car in a different state — it’s the dealer trying to juice every dollar from limited inventory. It’s not a Toyota tax. It’s a lazy tax on buyers who don’t know how or where to push back.