Toyota Direct

Name: Toyota Direct
Address: 4248 Morse Road, Columbus, OH, 43230, US
Telephone: 614-448-5454
Price range: Doc Fee: $387
Rating: 4.3

Columbus, OH13 verified quotes*These quotes come from real negotiations by CarEdge members. Each quote shows actual pricing a customer received from this dealer.Data: Sep 30, 2025 - Dec 31, 2025Claim this page

Verified

Transparent Dealer

Score: 86.7/100

Shop Inventory 614-448-5454 Website

Doc FeeA documentation fee (doc fee) covers the dealer's cost for processing paperwork. It's legally required to be the same for all customers at a given dealership. In most states, this fee is negotiable.

$387

Avg Add-onsDealer add-ons are optional products like paint protection, window tinting, or anti-theft devices. These are often marked up significantly and can usually be declined or negotiated.

$291

Dealer MarkupThe percentage the dealer adds above the listing price in fees (doc fee, add-ons, and other charges). Taxes and government fees are excluded. Lower is better.

+0.0%

Avg NegotiatedThe difference between the first quote and final quote for the same vehicle. Shows how much was saved through negotiation.

$534

Toyota Direct Data-Driven Review

Based on 13 verified OTD quotes collected between Sep 2025 and Dec 2025, Toyota Direct earns a Grade B transparency score of 86.7/100. Their typical doc fee of $387 is close to the OH average ($318). When present, add-ons average $291, which is relatively low. Buyers who negotiated saved an average of $534.

Transparency Score BreakdownOur transparency score (0-100) measures how upfront dealers are about pricing. Higher scores mean lower doc fees, fewer add-ons, and prices closer to what's advertised.

Fee Transparency (30%)Measures doc fee fairness. Dealers charging at or below $499 score highest. Fees above $1,500 score lowest. Doc fees are the same for every customer at a dealership.93

Add-on Behavior (30%)Measures how often the dealer adds extra products to deals. Dealers who rarely push add-ons or keep them minimal score highest.68

Dealer Markup (30%)Measures dealer-controlled fees above the listed price, excluding taxes and title fees. Dealers with minimal markup score highest.100

Data Quality (10%)Measures how complete the pricing data is in our records. More complete data = more reliable scores.85

✓Doc fee ($387) is slightly above OH average ($250)
✓Average dealer add-ons of $291 when present
✓Dealer markup averages 0.0% above listing (excellent — minimal fees beyond the vehicle price)

Doc Fee Comparison

This dealer$387

OH avg$250

National avg$398

Recent QuotesThese quotes come from real negotiations by CarEdge members. Each quote shows actual pricing a customer received from this dealer.

Vehicle	Final PriceOut-the-door (OTD) price is the total amount you'll pay, including the vehicle price, taxes, fees, and any add-ons. This is the number that matters when comparing deals.	SavingsThe difference between the first quote and final quote for the same vehicle. Shows how much was saved through negotiation.	Doc FeeA documentation fee (doc fee) covers the dealer's cost for processing paperwork. It's legally required to be the same for all customers at a given dealership. In most states, this fee is negotiable.	Add-onsDealer add-ons are optional products like paint protection, window tinting, or anti-theft devices. These are often marked up significantly and can usually be declined or negotiated.	OTD
2023 Toyota Tundra Crew Cab Pickup	$40,287	—	$387	None	View
2022 Mazda CX-9	$24,125	$533	$387	None	View
2026 Toyota Highlander XLE	$52,817	—	$387	None	View
2024 Toyota Corolla	$21,485	$535	$387	None	View
2026 Toyota Land Cruiser 1958	$59,508	—	—	$813	View
2024 Toyota RAV4	$32,817	—	$387	$495	View
2025 Toyota RAV4 LE	$30,724	—	$387	None	View

2023 Toyota Tundra

Crew Cab Pickup

$40,287

Doc Fee$387

Add-onsNone

Savings—

View Original OTD Quote

2022 Mazda CX-9

$24,125

Doc Fee$387

Add-onsNone

Savings$533

View Original OTD Quote

2026 Toyota Highlander

XLE

$52,817

Doc Fee$387

Add-onsNone

Savings—

View Original OTD Quote

2024 Toyota Corolla

$21,485

Doc Fee$387

Add-onsNone

Savings$535

View Original OTD Quote

2026 Toyota Land Cruiser

1958

$59,508

Doc Fee—

Add-ons$813

Savings—

View Original OTD Quote

2024 Toyota RAV4

$32,817

Doc Fee$387

Add-ons$495

Savings—

View Original OTD Quote

2025 Toyota RAV4

$30,724

Doc Fee$387

Add-onsNone

Savings—

View Original OTD Quote

Most Common Add-onsThe most frequently seen dealer add-ons at this dealer, based on itemized OTD quotes. Shows how often each add-on appears and the average price when present.

pollisteelavg $495

5 quotes

rear bumper guardavg $230

1 quote

liftgate lightavg $195

1 quote

all-weather cargo matavg $140

1 quote

all-weather floor linersavg $248

1 quote

Frequently Asked Questions

What is Toyota Direct's doc fee?

Toyota Direct charges a typical documentation fee of $387. The OH average is $318. This is based on 13 verified OTD quotes in our database.

Does Toyota Direct add mandatory add-ons?

Toyota Direct adds an average of $291 in dealer add-ons when present. Ask for an itemized breakdown and negotiate to remove non-essential items like paint protection, nitrogen tire fill, or VIN etching.

Is Toyota Direct a good dealer?

Toyota Direct has a transparency score of 86.7/100, earning a Grade B. This score is based on their doc fees, add-on behavior, dealer markup, and data quality from 13 verified OTD quotes. This is a well-above-average score, indicating transparent pricing practices.

At a Glance

Minimal dealer markup above listing price

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Tips for Toyota Direct

📝Minor add-ons (~$291) may appear. Ask what's included and if they can be removed.
✅Doc fee ($387) is at or below national average. One less thing to negotiate.
✅Dealer markup is only +0% above listing (excluding taxes). This dealer keeps their fees minimal.

Data Summary

Total Quotes: 13
Recent (12mo): 13
Complete Data: 11

What to Expect

When shopping at Toyota Direct:

Expect a doc fee around $387
Add-ons may total around $291
OTD price is typically 0-1% above listing

How are scores calculated?Learn about our methodology →

*Information provided for general informational purposes only. Scores are independently calculated and do not imply endorsement of or affiliation with any dealer. Verify all information independently before making a purchase decision. See our Terms of Service.