Pricing for 2010 Prius IV w/ leather & nav

Just got a 2010 Prius IV with Leather & Nav. (Blizzard Pearl)-
Lease- $1000 drive off- $356/month (36 month lease/12k per year) w/tax.

Gross cap cost was $28458. Plus $650 acq. fee.

This was at Santa Monica Toyota with Tier One Credit.

Dealership refused to even consider below dealer invoice (which I computed to be $27,812).

Original selling price offered was $28,800.
Original monthly payment offered was $368. (w/ $1000 d/o)

Feel like it was a decent deal- good, not outstanding.

 

I just picked up my 2010 Prius IV with the following breakdown

$22,818.00 Car
$ 2,124.00 Navigation Pkg (NY)
$ 127.00 5-piece carpet (CF)
$ 241.00 VIP Security Upgrade (V5)
$ 1,012.40 4% profit
$ 750.00 Destination Charge
$ 496.00 TDA (Toyota Direct Advertising)

$27,568.40 Total not including tax, tags ect.
$827.05 3% state tax
$66.75 tags, tile, registrations, gas, Safety inspection

$28,462.20 total out the door price
0% financing for 60 months 100% financing

no holdback, no wholesale financial reserve, no processing fee.

Bruno at Koons Arlington Toyota in Arlington Virginia was the sales person.

 

I bought mine at Koons Tysons Toyota. Interestingly, TDA wasn't even mentioned (or charged), and I got the car mats for free. My tags and title charge was about half of that, but I simply had the tags from my old Prius to the new one

(for those not in Virginia, our normally-conservative state was the first -- I believe -- to allow approved hybrids to drive solo in our HOV lanes. Instead of the bumper stickers that CA cars have, we have Clean Fuel (CF) tags/plates).

 

I've been doing research and calling around for Prius IV's (in California). Invoice for a Prius IV, with Nav and floor mats ranges from 27,918 to 28252, depending if it has been subjected to the recent price adjustment. I've had two places quote me an offer for below invoice ($~300) and a third that said they would match it.

This is for a straight up cash purchase, no trade ins, no financing. There is a nice rebate that will take the price even lower.

$27,900 is a good price, you might be able to do a bit better, but it is a solid, good price.