What Toyota's Build and Price tool does
Toyota's Build and Price is an online tool on Toyota's website where you select a model, add features and colors, and see the price update in real time. You do not buy the car through it — you use it to understand what your choices cost before you walk into a dealership or call one. The tool shows the manufacturer's suggested retail price (MSRP), which is what Toyota recommends dealers charge, not what you will actually pay.
The tool lives at toyota.com under the "Build and Price" link, usually near the top of the page. You start by picking a model year and model (Camry, RAV4, Corolla, and so on), then choose a trim level — the base version or a higher trim with more standard features. From there you add options: paint color, interior color, wheels, technology packages, safety features, towing capacity. The price updates as you go.
This matters because the MSRP you see is not the final number you pay. Dealers negotiate, incentives change by month and region, and your trade-in value (if you have one) affects what you owe. But the Build and Price tool gives you a starting point so you know what you are comparing when you talk to a dealer.
Key Takeaways
- Build and Price shows the MSRP — Toyota's suggested price — but dealers often sell for less, and incentives vary by location and month.
- You can see how much each option costs (paint, wheels, packages) so you know which features are worth the price to you.
- The tool does not include destination charges, taxes, or dealer fees, which will be added when you actually buy.
- Saving your configuration lets you compare it across different trim levels or models, or bring it to a dealership to discuss.
- The price shown is before any trade-in value, rebates, or financing terms — those are separate conversations with the dealer.
How to build your configuration step by step
Start at toyota.com and find the Build and Price link. Select the model year (current year or next year if available), then the model you want. Toyota will show you the trim levels for that model — usually labeled Base, LE, XLE, Limited, or Platinum, depending on the model. Each trim comes with different standard features, and the price jumps as you move up.
Once you pick a trim, you choose exterior color, interior color, and wheels. Each choice shows its price or whether it is included. Some colors cost extra; some wheels cost extra. Then you move to packages and individual options — things like a sunroof, leather seats, a larger touchscreen, all-wheel drive (if it is not standard), or safety technology packages. The running total updates so you always see what you are spending.
At the end, you can save your configuration by entering your email. Toyota will send you a link you can come back to, or you can print it or share it with a dealer. Some dealers will use your saved configuration as a starting point for a quote.
Understanding the price breakdown
The MSRP shown is split into the base price of the trim you chose, plus the cost of each option you added. This breakdown matters because it shows you which features are expensive. A sunroof might add $1,500; a package of safety features might add $800. Knowing the cost of each piece helps you decide what you actually want versus what you are paying for because it came in a bundle.
The tool does not show destination charges (the cost to ship the car from the factory to the dealer), which Toyota adds to every vehicle. Destination charges vary by model but typically range from $1,000 to $1,500. You will see this added when you get a dealer quote. The tool also does not include taxes, registration fees, or dealer documentation fees — those depend on your state and your specific dealer.
One number you will not see in Build and Price is dealer markup or discount. Some dealers sell above MSRP (especially for popular models or in high-demand areas); some sell below it. This is where negotiation happens, and it is why the MSRP is a starting point, not a final price.
How incentives and rebates change the real price
Toyota offers rebates and incentives that vary by month, region, and model. A rebate might be $1,500 off a Camry in January but $500 in March. Some incentives explore only to certain trim levels or only to buyers who finance through Toyota Financial Services. Build and Price does not include these because they change constantly and depend on where you live.
To find current incentives, you can call a local Toyota dealer, check Toyota's website for a "Incentives" or "Offers" page, or use sites like Edmunds or Kelley Blue Book, which track manufacturer incentives by region. Subtracting the current incentive from the MSRP gives you a more realistic target price to negotiate toward.
If you have a trade-in, that value is separate from the MSRP. You negotiate your trade-in value with the dealer, and they subtract it from the total price you owe. Build and Price does not factor in trade-in value because it depends on your specific car's condition and mileage.
Using Build and Price to compare models and trims
One of the most useful things Build and Price does is let you compare. You can build a base RAV4, then build a Corolla with similar features, and see the price difference. You can build a mid-trim Camry with lots of options and compare it to a higher trim with fewer options you added. This helps you decide whether paying more for a higher trim is worth it, or whether you can get what you want by adding options to a lower trim.
Save multiple configurations — a base model, a mid-range version, a fully loaded version — and compare them side by side. Some people print them or take screenshots to bring to a dealer, so the dealer knows exactly what they are interested in and can quote accordingly.
What to do with your configuration at a dealership
When you are ready to talk to a dealer, bring your saved configuration or a printout. Tell the salesperson what you built and ask for a quote on that exact vehicle. This gives the dealer a clear starting point and helps you avoid spending time looking at cars that do not match what you want.
The quote will include the MSRP from Build and Price, plus destination charges, taxes, and fees. It may also show any current incentives the dealer can explore. From there, you negotiate — you might ask for a lower price, ask about current rebates, or discuss your trade-in value. The Build and Price configuration is your reference point so you know what you are negotiating from.
Some dealers will even try to locate a vehicle matching your configuration on their lot or order one from the factory. If you order, the price is locked in at the time of order, which protects you from price increases while the car is being built.
Limitations of Build and Price you should know
Build and Price shows MSRP, not actual selling price. In a hot market or for a popular model, dealers may charge above MSRP. In a slower market, you may negotiate below it. The tool cannot predict what your local market will do.
The tool also does not show financing terms, interest rates, or monthly payment estimates. If you want to know what a monthly payment would be, you need to use a separate loan calculator and plug in the price from Build and Price, your down payment, and an estimated interest rate. Your actual rate depends on your credit and the lender.
Finally, Build and Price shows what is available for the current model year. If you are looking at a model year that is about to end, some options or colors may already be sold out at dealers, even though the tool shows them as available.
Frequently Asked Questions
Does Build and Price show the actual price I will pay?
No. It shows the MSRP — the manufacturer's suggested price — before taxes, fees, destination charges, incentives, and negotiation. Your actual price will be different. Use Build and Price to understand the base cost and option prices, then talk to a dealer for a real quote.
Can I order a car directly through Build and Price?
No. Build and Price is a planning tool only. You use it to decide what you want, then contact a dealer to buy it. Some dealers will use your saved configuration to locate or order a matching vehicle.
Why does the price change when I pick a different color?
Some paint colors cost extra because they are more expensive to explore or less common. Metallic and pearl finishes usually cost more than solid colors. The tool shows which colors are included in the base price and which have an upcharge.
Should I bring my Build and Price printout to the dealer?
Yes. It gives the dealer a clear picture of what you want and helps you avoid wasting time on vehicles that do not match your preferences. It also serves as a reference when you are comparing the dealer's quote to your target price.
How do I know if the MSRP shown is fair?
Compare it to other sources like Edmunds, Kelley Blue Book, or Cars.com, which show MSRP and typical selling prices for the same model and trim in your region. These sites also show what incentives are currently available, which Build and Price does not include.