Why New Car Prices Have Skyrocketed—and Why Off-Roaders Crave Simple, Practical Models

Over the past few years, the sticker price of new off-road vehicles has surged to levels that many recreational drivers and backcountry warriors find unreasonable. While manufacturers have added an endless array of luxury features—giant touchscreens, air suspension, autonomous safety systems—many camping and off-road enthusiasts are increasingly frustrated. They don’t want infotainment palaces—they want simple, durable machines with mechanical 4WD, manual lockers, and rugged reliability.

This article explores how prices for mainstream off-road models have increased between 2021 and 2025, why the extra technologies frustrate buyers, and revisits models we wish manufacturers would bring back—or bring out in the U.S.—like the Toyota 70 (76) Series Land Cruiser, Nissan Xterra, and Suzuki Jimny.

Price Increases (2021 vs 2025): Four Popular Off-Road Models

Toyota 4Runner TRD Pro

• 2021: Base TRD Pro pricing ranged around mid-to-upper $50,000s. Some dealers pushed asking prices to $72,000 for high-demand colors.
• 2025: The all-new 6th-generation TRD Pro now lists around $56,620, but dealer markups push real costs above $68,000.
• Trend: A noticeable increase of $10–15k within just four years.

Ford Bronco Base / Badlands / Raptor

• 2021: Entry-level models started at $38,895. Raptor trims were new and limited.
• 2025: Base two-door starts at $40,990. Interestingly, the Raptor saw a $10k price cut, now listed at $81,990.
• Trend: Standard trims see steady increases; Raptor pricing has fluctuated dramatically.

Toyota Tacoma / 4Runner Family

• Used 4Runner pricing increased from ~$39,600 in 2021 to ~$57,090 in 2025, reflecting broader market inflation.
• Even base Tacomas with 4WD have crept well into the mid $40,000 range.

Ford F-150 Tremor

• Launched after 2022, the Tremor started around $53,000. Now, it’s closer to $66,800+ depending on configuration.
• Mid-year pricing adjustments and dealership markups drive total ownership costs up by thousands.

What’s Driving This Price Explosion?

1. Tariffs & Supply Chain Pressures: Increased tariffs on parts from Mexico and Canada have added 8–10% to base production costs, passed on directly to consumers.
2. Demand and Shortages: Pent-up demand post-pandemic met with low inventory. Result: higher MSRPs and fewer dealer incentives.
3. Luxury Feature Overload: From digital dashboards to automatic climate zones, vehicles now come with features many off-roaders don’t want.
4. Dealer Markups: Market-adjusted pricing can add thousands to MSRP, particularly for popular trims like TRD Pro or Bronco Badlands.

Why Off-Roaders Reject Luxury Trims

• Durability Concerns: Fragile tech doesn’t hold up on the trail. Trail damage to screens, lidar sensors, or auto-leveling systems is costly.
• Simplicity & Repairability: Analog switches, manual windows, and minimal wiring are easier to fix in remote areas.
• Cost Efficiency: Buyers want a $35k rig they can customize, not an $80k luxury liner.
• Driver Engagement: Many off-roaders prefer mechanical control over automated driving aids.

Vehicles We Want Back or Brought to the U.S.

Toyota 70 Series Land Cruiser (76, 78, 79)

• Legendary durability, sold globally but not in the U.S.
• Manual lockers, diesel powertrains, and steel bumpers as standard.
• Would fill the gap for a true utility-first off-road rig.

Nissan Xterra

• Discontinued in 2015, beloved for its simplicity and rugged build.
• Recent trademarks hint Nissan may be exploring a comeback.
• It was one of the last true off-road-focused midsize SUVs under $30k.

Suzuki Jimny

• Compact, body-on-frame 4×4 with old-school capability.
• Still sold in Europe, Australia, and Asia in both 3- and 5-door variants.
• U.S. emissions and safety standards block import, but enthusiast demand remains strong.

Case Studies: Voices from the Community

• Redditor “AppalachianTJ”: “I don’t want a 12” screen, I want lockers and a winch-ready bumper.”
• Overland Forum Post: “The new rigs are all show, no go. I’ll keep my 2004 Tacoma over any 2025 model.”
• Facebook Comment: “I paid $34k for my Gladiator Sport S in 2020. Now it’s pushing $50k for the same setup.”

Conclusion From 2021 to 2025, average off-road vehicle prices have risen sharply, driven by tech overload, supply chain issues, and a misunderstanding of what off-roaders actually want. The industry would be wise to reintroduce rugged, practical rigs that favor function over form. A stripped-down Land Cruiser 76, a reborn Xterra, or a legal U.S. Jimny would find a waiting market of buyers ready to trade touchscreen luxury for trail-ready simplicity.

Off-roaders aren’t looking for Wi-Fi hotspots and self-driving features. They’re looking for skid plates, solid axles, and something they can wrench on themselves.

It’s time the industry listened.