Reports from a sample of salon staff reveal growing pressures around Toyota dealer allocations and the pricing of popular models. The showroom floor showcased a range of staple models that many Canadian and American buyers recognize: Camry, RAV4, Fortuner, Land Cruiser 300, and Land Cruiser Prado. The scene illustrates a market where supply is tight and the demand is intense, with dealers maneuvering around scarce inventory and elevated listing prices.
In the entry segment, the Camry sedan and the RAV4 crossover appeared with prices in the 3.2 to 3.5 million rubles range for basic configurations. The dealer margin was sizable, ranging from 700 thousand to about a million rubles. Sales staff framed the extra charge as coverage for an enhanced anti-theft system and a premium opportunity to purchase recent production cars directly from official channels. For buyers in Canada and the United States, these dynamics offer a reminder that demand can outpace supply, pushing premium costs even for widely popular models when stock is constrained.
Higher on the price ladder, the Fortuner SUV commanded demands well above the base level. Figures around 1.5 million rubles over base were noted, while the top-tier Land Cruiser 300 could be pushed to about 6.5 million rubles, representing a substantial portion of the official price in many markets. Such pricing patterns underscore how premium models attract premium markups when buyers face limited availability and dealer discretion in allocating allocations.
Direct statements from Toyota dealers indicated that a recent flood of new-car deliveries had tapered off, with shipments ceasing for some time and only a small number of units remaining in stock. The manufacturing and distribution chain responded by prioritizing dealer quotas, and any vehicles not fully assembled at the production site were disassembled for spare parts to ensure some warranty coverage and a continuous level of service for existing customers. This approach highlights how manufacturers and networks manage inventory risk when new-car inflows slow and demand remains elevated.
What’s next?
The consequence of tight inventories is that only business customers can reasonably afford to lock in purchases at current price levels. Dealers, contemplating how to sustain operations as stock dwindles, speculate about alternative channels such as parallel imports. However, they recognize the associated legal and logistical hurdles that come with these routes, and expect that any price pressures will persist or even intensify as supply remains constrained. For buyers in North America, this situation emphasizes the importance of planning, understanding dealer terms, and evaluating the total cost of ownership when stock is uncertain. The market dynamic serves as a reminder that a finite supply can shape the path of pricing and availability across premium brands and popular models.
Illustration credit: Sergei Bobylev/TASS