I doubt one has to pay more than MSRP for a Sienna in Jul 2025, but in the minivan market, there is insufficient demand to incentivize automakers to make more of equivalent quality to Toyota. And even if they do, it would take decades to match Toyota's brand reputation.
There is Toyota Siena, Honda Odyssey, Kia Carnival, and Chrysler Pacifica, and I think that is it.
Among those, the people wanting to buy a Toyota are maybe considering a Honda, but otherwise they are only going to buy a Toyota, and they will pay a premium for Toyota.
Chrysler and Kia are downmarket and not a consideration.
And minivans are not a huge market, so Toyota probably does not allocate too many resources to making more Siennas since they do not expect to sell many more at their desired price.
There is Toyota Siena, Honda Odyssey, Kia Carnival, and Chrysler Pacifica, and I think that is it.
Among those, the people wanting to buy a Toyota are maybe considering a Honda, but otherwise they are only going to buy a Toyota, and they will pay a premium for Toyota.
Chrysler and Kia are downmarket and not a consideration.
And minivans are not a huge market, so Toyota probably does not allocate too many resources to making more Siennas since they do not expect to sell many more at their desired price.