This Toyota Is the SUV With the Best Resale Value

Everybody loves the idea of driving a brand new car, but new car depreciation is often the largest hidden cost of vehicle ownership. When it comes to SUVs, most lose nearly 60% of their value within the first five years, great for the used car market, but not if you bought one fresh off the showroom floor. There are a few models that defy this trend, and in the most recent data from Kelley Blue Book, the Toyota 4Runner currently stands as the SUV with the best resale value in the USA.

Defying Depreciation: Toyota 4Runner

For years, the Toyota 4Runner has been a fixture at the top of KBB’s Best Resale Value Awards. In the most recent 2024 and 2025 evaluations, the 4Runner is projected to retain an astonishing 60% to 64.4% of its original MSRP after five years of ownership.

The 4Runner is legendary for its near-bulletproof 4.0-liter V6 engine (featured in the 5th generation) and rugged body-on-frame construction. Toyota’s reputation for longevity means second-hand buyers are willing to pay a premium for a vehicle they know can easily surpass 200,000 miles with just basic maintenance. The sixth-generation models which arrived in 2025 are a big step up in terms of refinement, tech, and efficiency, but only time will tell whether the new 2.4-liter turbocharged four-cylinder motors and high-tech design will be as reliable as the older model.

Whichever generation 4Runner you choose, you aren’t getting a soft roader designed solely for the school run. The 4Runner is a true off-road icon with features like Multi-Terrain Select, Crawl Control, and a locking rear differential, it offers a level of mechanical purity that resonates with enthusiasts and helps it stand out from the competition. Toyota has historically managed production levels carefully, and the high demand for the 4Runner—especially in TRD Pro and TRD Off-Road trims—consistently outstrips supply on the used market.

The Rivals

While the 4Runner holds the crown for the best resale value SUV, there are a few rivals that run it close.

Of the alternatives that offer a similar body-on-frame chassis and serious off-road ability, the Ford Bronco is just a few percentage points behind in terms of depreciation. In 2024, KBB actually placed the Bronco slightly ahead in some metrics with a projected 66.7% retention rate, though this has stabilized closer to 57% in 2025. The Bronco remains a great choice for those wanting a cool modern-retro vibe, and tons of customization options.

The Jeep Wrangler may not be the most refined or reliable offering, but it has an enviable reputation off-road and has a cult following thanks to the almost endless customization options from aftermarket suppliers. There are plenty of options to choose from when buying new as well, and the average Wrangler retains between 55% to 58% of its value over five years.

If serious off-road capability is not essential, then the Honda CR-V and Toyota RAV4 are also worth a close look. The CR-V has a five year deprecation value of 54.4%, while the RAV4 is close behind on 53.9%.

The Toyota Advantage

The secret to the Toyota 4Runner’s success lies in its balance, and this is something that applies to the majority of the Toyota range. In fact, five of the top ten least depreciating vehicles on the Kelley Blue Book list are Toyotas.

While the Bronco may be more modern and the Wrangler is more customizable, the 4Runner offers a middle ground of reliability, spacious daily utility, and off-road prowess that appeals to a broader segment of drivers. With sales of the sixth generation 4Runner slightly lower than its predecessor over the past two years, time will tell whether it can retain its title as the least depreciation SUV around.

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