UPDATE: A Toyota spokesperson responded to our question:
Regarding pricing, Toyota has established a Manufacturers’ Suggested Retail Price (MSRP) that is, as it sounds, a retail price suggested by the manufacturer. Because our dealers are independent business owners, the final transaction price will be the result of interactions between the customer and the dealer. Our sales group has consulted with our regional offices to ask them to be aware of transaction prices and consult with dealers as needed.
