How Will Tariffs Affect The 6th Gen 4Runner?

We have all seen the price increases in the newest Toyota lineup models and have done our best to justify why they are more expensive than the previous generations. We justify the price with updated technology, safety, power, etc. However, one shoe that is about to drop and is worrying many potential buyers is the changing tariffs on imported items, under the changes we see with the current administration.

Could we see increased prices? What about a potential fall in quality from the coveted Tahara plant in Japan? Let’s discuss those items below.

The Expected Costs Of Tariffs

The tariffs took effect back on April 3, 2025, and many consumers wonder if/when this will appear on the dealer price sheets. By some estimates, if transferred directly to the consumer (a complex topic), they will increase the cost of new imported vehicles.

Automakers like GM have lowered their profit forecast for 2025, estimating that the tariffs would cost them about $4 billion. Ford Motor Company estimates that the cost per vehicle could rise by $2000 or more for models made in Mexico. Unfortunately, most companies facing these challenges are forced to offset these costs to the consumer if their bottom line takes a big hit.

Will They Cause A Price Hike For The 6th Gen?

Regarding the specific interests of those in the Trail4R community, we are all wondering how this will affect the cost of the 6th Gen 4Runner.

The 4Runner has been produced at the Tahara plant in Japan for the last 40 years and is known for its excellence in quality and longevity. The “Built in Japan” badge of honor that the 4Runner has carried has always been seen as a huge advantage over other models produced in Mexico or the United States.

Now, the possibility of added cost raises concerns for those of us who love the 4Runner line. In the off-road community, this tax would also affect the Tacoma, which is produced in Mexico. Toyota has 14 production plants in North America, 11 of which are in the United States. Around half of all Toyotas sold in the U.S. are imported and subject to the (current) 25% tariff cost increase. These negotiations seem to be continuing daily.

In response, Toyota is taking a “wait and see” approach and vows to stay calm and focus on the customer. Toyota COO Mark Templin said that if fully implemented, the tariffs would be unsustainable without significant price increases passed on to the consumer. However, he believes that Toyota, Japan, and the current administration will strike trade deals that will mitigate the cost of the tariffs.

This optimism seems to come from Toyota’s already-made commitment to moving some of its production to America, which shows Toyota’s commitment to the American people that jobs and revenue are coming back to the United States.

Toyota’s Response

Many fear that the tariffs, aside from the added cost, will force Toyota’s hand and move production of the 4Runner to the United States. As a 4Runner owner myself, I hope that this doesn’t happen because the quality difference between vehicles produced in Japan can be painfully clear – although overall quality controlled seems to have improved in many areas.

The path I personally see to this unfortunate event is that there is no consensus agreement on the tariffs, and the cost eventually outweighs the benefit. But like I said, it’s a complex discussion. Unfortunately, cost will almost always dictate what a company ultimately does.

Toyota estimates that the tariffs will cost them $1.25 billion in April and May, and stocks have fallen ~15% in speculation of the possible fallout of the tax. Toyota has also reported that its profits have dropped 33% compared to last year. However, I believe a portion of that could be due to issues like the Tundra engine recall and slower-than-expected sales of some of its new models sitting on dealership showroom floors.

Final Thoughts

So, how will this affect the potential 6th Gen 4Runner buyer? It remains to be seen. I reached out to many of my local dealerships here in Southern California, and they all said that they haven’t gotten price increases yet because of the tariffs, but that it could happen any day now.

So, should you run to the dealership and get yours before the cost increases even more? That’s entirely up to you, but if you really pay attention to what the market has done recently and what many countries/companies are doing in reaction to the possibility of tariff increases, I say wait it out if you aren’t in a hurry to buy. It seems that negotiations are consistent and relatively far along, but with no clear answer – at least not yet.

The market fluctuated and overreacted as it always did when the tariffs were first announced, but now it’s back to similar levels as before. Companies feared the worst and said they’ll go out of business, but the global economy seems to have settled a bit (for the time being).