[PragmaticPulp]

These are asking prices.

Dealers are putting high asking prices into these websites to anchor the negotiations at an unreasonable number. Gullible customers come in and feel like the dealership is doing them a favor by selling for "only" 20% over MSRP.

I really doubt that RAV4 SUVs are selling for 50% over MSRP in high numbers. Maybe one or two sales to people for whom money is no object who also, for some reason, won't simply buy a more luxurious vehicle for the same price. Don't let dealers fool you into thinking this is the new market rate, though.