The Legend Of The 2017 Toyota 4Runner TRD Pro 4x4 V6

Does It Exist? Or Is It Just a Fairy Tale

[An Auto Insider Special Report]

by Bill Flitter

I have a young daughter so I am pretty verse in the legend of the unicorn — at least up until now. She describes a unicorn as a mythical beast with purple eyes and a single large, pointed, spiraling horn coming out from its forehead.

But why are we talking about unicorns on a car blog? Well, according to ‘legend’ as passed on to me by our very own Carjojo Negotiation Specialists, as told to one of them by unicorn hunters, they know of a unicorn of sorts, but have never actually seen one.  In this case, the unicorn is metal and goes by the name of 4Runner. It’s cement in color,  it’s elusive — it goes on any surface including mud, snow, and ice and it’s as fast and strong as 270 horses.

I was intrigued, so I decided to hunt for these mythical metal machines myself.  Do they really exist, like Nessie and Sasquatch? Or is this just some fable or a character from a children’s book?

Why this matters...

Because of the strong demand, the 2017 Toyota 4Runner TRD Pro 4×4 V6 is a dealer’s dream. Legend has it there is a 3-month waiting list to buy one, and it is selling from $5k to $15k over MSRP. There are only approximately 3,000 known to exist.
2017 Toyota 4Runner TRD Pro

The Hunt For The Great 2017 Toyota 4Runner TRD Pro 4×4 V6

As 4Runner TRD Pro legend goes, those who have spotted this mythical metal monster say it has magical powers and features. Curious, I set out to find the truth.

  • They are difficult to catch
  • They are a symbol of ferociousness, freedom, power, and speed
  • Unicorns live in groups of four or five
  • The unicorn may eat grass and hay
  • Anyone who touches a unicorn will find eternal joy

In the first four months of 2017, 899 Toyota 4Runner TRD Pro models were sold. From what what our numbers tell us, April sales are down 12%. However, this has nothing to do with consumer demand. In short, fewer 4Runners arrived from manufactuers to dealers. Matter of fact, new arrivals in April dropped nearly 50% from the month prior.

The Journey Of A Thousand Miles Begins...

The most sought after 4Runner color is Cement. Carjojo was able to find 31 Cement Toyota 4Runner TRD Pros — but we had to hunt (see below). Our search started in a 25 mile radius of 20 of the largest cities in the US. As the chart to the right explains, the average number of this particular SUV on dealer’s lots is one! Exactly 60% of US major metro areas have ZERO Toyota 4Runner TRD Pro models with the color of Cement.

The Best Laid Plans...

The 4Runner TRD Pro does come in one other color — Barcelona Red. However, if you think you can easily get your hands on a Barcelona Red, hold your imaginary horses. As it turns out, we located only 11 Barcelona Red models on dealer lots across the US, bringing this color vehicle to an entirely new category of unicorn!

Carjojo Negotiators See Strong Consumer Demand

Carjojo’s Negotiation Specialists confirm availability is nonexistent in large metro areas. But they were able to spot 31 Toyota 4Runner TRD Pro SUVs in Cement in some less populated cities. Despite the rumor of this SUV selling over MSRP, Carjojo Negotiation Specialists have saved an average of $1,000. However, buyers have to be willing to travel.

What's a Carjojo Negotiation Specialist?

Carjojo Negotiation Specialists are automotive experts who use industry know-how and data analysis to negotiate the lowest possible price with the dealer – so you don’t have to.
Toyota 4Runner TRD Pro

Initial Scouting Report

Our search started in a 25 mile radius of the 20 largest cities in the US. As can be seen, the average number of the 2017 Toyota 4Runner TRD Pro 4×4 V6 on dealer’s lots is one!

Major Metro Current Inventory
New York 0
Los Angeles 0
Chicago 0
Houston 0
Philadelphia 1
Phoenix 1
San Antonio 0
San Diego 0
Dallas 0
San Jose 6
Austin 0
San Francisco 4
Indianapolis 0
Columbus 1
Fort Worth 0
Charlotte 0
Jacksonville 1
Seattle 4
Denver 3
El Paso 0

The Myths and Truths of the 2017 Toyota 4Runner TRD Pro

As with any legend, this story grows as it’s passed from person to person. With that in mind, we sought to discover the truth and provide proof that the legend of the 2017 Toyota 4Runner TRD Pro is real.  In summary, yes, this SUV is elusive — nearly as hard to find as Sasquatch and Nessie.


  • They are difficult to catch
  • They are a symbol of ferociousness, freedom, power, and speed
  • Unicorns live in groups of four or five
  • The unicorn may eat grass and hay
  • Anyone who touches a unicorn will find eternal joy


  • Without a doubt. Average days on lot is 14
  • This SUV is made for the serious off-road enthusiast
  • Yes, some less populated cities have more than one on a lot
  • This bad-ass 4×4 SUV eats anything you put in front of it, including mud
  • Get me behind the wheel and you’ll see one happy boy!

Unicorn Sightings

Below are the 2017 Toyota 4Runner TRD Pro 4×4 V6 currently on dealer’s lots. For fear that you miss locating this elusive unicorn, get the most up to date inventory  prior to starting your journey.

City State MSRP Carjojo Best Price Carjojo Negotiated Savings
Novato CA  $                43,500  $          41,600  $                     1,900
Centennial CO  $                44,400  $          41,800  $                     2,600
Vacaville CA  $                43,800  $          41,900  $                     1,900
Colorado Springs CO  $                44,000  $          42,100  $                     1,900
Centennial CO  $                44,700  $          42,100  $                     2,600
Tacoma WA  $                44,400  $          42,100  $                     2,300
Seattle WA  $                44,500  $          42,300  $                     2,200
Hayward CA  $                45,100  $          42,800  $                     2,300
Richmond CA  $                45,100  $          42,900  $                     2,200
Kansas City MO  $                43,600  $          43,300  $                         300
Olathe KS  $                43,800  $          43,500  $                         300
Tampa FL  $                43,700  $          43,700  $                            –
Hanford CA  $                43,800  $          43,800  $                            –
Plover WI  $                43,800  $          43,800  $                            –
Spirit Lake IA  $                43,900  $          43,900  $                            –
Draper UT  $                44,200  $          44,100  $                         100
Herculaneum MO  $                44,500  $          44,300  $                         200
West Plains MO  $                44,400  $          44,400  $                            –
Ft. Pierce FL  $                44,600  $          44,600  $                            –
Culpeper VA  $                44,500  $          44,400  $                         100
Daytona Beach FL  $                44,500  $          44,500  $                            –
North Platte NE  $                44,900  $          44,700  $                         200
Mesa AZ  $                49,000  $          49,000  $                            –
Milpitas CA  $                51,100  $          47,500  $                     3,600
Bountiful UT  $                47,300  $          47,200  $                         100
Burlingame CA  $                49,700  $          46,500  $                     3,200
Houston TX  $                45,800  $          45,600  $                         200
Westminster MD  $                45,100  $          45,000  $                         100
Ottumwa IA  $                45,000  $          44,900  $                         100
Wood Ridge NJ  $                44,900  $          44,900  $                            –
Ukiah CA  $                44,900  $          44,900  $                            –
 Average    $          45,048.39  $    44,132.26  $                   916.13

Over To You

So a legend is born. It is said that even if the unicorn is captured, it can never be tamed. I have a feeling with the mud eating beast that is especially true. Let us know if you spot the legend that is the 2017 Toyota 4Runner TRD Pro in Cement color in your neighborhood dealer’s lot. Or are you lucky enough to own one already?

About The Auto Insider Report

The Auto Insider Report is Carjojo’s monthly analysis and insight into the current state of the automotive industry. Each mini report takes a deeper look at a specific brand.

We analyze hundreds of millions of data points daily on nearly 100% of new cars on dealers’ lots — over 4 million vehicles (and growing) — across nearly all makes and models. This level of real-time market intelligence is unprecedented in our industry, and unique to Carjojo’s proprietary technology.  The aim of our report is to highlight key industry trends, including sales, inventory, bloat, and more, days or even weeks before any other report is made public.

If you have any questions or comments to our report, please feel free to contact us at

Thank you and enjoy.

-Carjojo Team


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