What the Hell is Toyoguard Elite and why am I being charged $700 for it

Typically it's a paint sealant and fabric protector the dealer puts on for a few bucks and adds to the sticker on the right side. Right up there with etched VIN numbers on the windows. I have refused to pay them especially when they add it at make ready. Dealer adds include pinstripes and tint among others. These things are their guaranteed profit margins even if you get so called "invoice" pricing and they don't get manufacturer dollar incentives after the fact.

Here's the official description (remember that you get 2 years oil changes anyway and roadside assistance is usually part of your car insurance):
Toyoguard Elite - Product Details

 

never heard of it. sounds like another dealer rip off.

 

Typical SET and maybe Gulf States. In the northeast it isn't applied at the port but may be applied at the dealer. TN is in the Cincinnati region & VA is in Central Atlantic. How far do you want to drive to save $700 (presuming the cars sell for the same price, they may be cheaper)?

 

Offer them whatever you think it's worth, well short of $700.