The sticker on my blue FJ Cruiser was $30,604. I went to the dealership armed with the dealer invoice info I found on edmunds.com and prepared to deal. The dealership wouldn't have it.
I sat there in the dealership while they let me call five other Toyota dealerships in the area...each dealership said that they were marking up the price from MSRP anywhere from $3000-$9000 (the $9000 was in Irvine/Orange County, CA, and represents a total fluke...some rich kid's mom probably paid that amount as no respectable person would pay $40,000 for the FJ, in my opinion). So, despite my prior preparation, I ended up buying the FJ for MSRP. Considering how much I dig the car, I don't believe it was a bad deal whatsoever.
Also, there's a great article on edmunds.com (http://www.edmunds.com/insideline/do/Drives/Comparos/articleId=115472/pageId=97253) that compares the 07 FJ Cruiser with the 06 Nissan X-Terra. Essentially, the FJ pimp slaps the X-Terra in the off-road category, while the X-Terra gets thumbs up for having four real doors (whoopie!).
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