Toyota Holds the Line on Pricing

July 21, 2010

A rough year for Toyota makes for a great year for Toyota shoppers.

With some signs that the auto market is in recovery, oversupplies of newly built cars mostly gone, and many manufacturers pulling back on heavy incentives, some manufacturers will surely use the 2011 model year to raise prices.  But battered Toyota has elected to ask for relatively small of price increases on most of its models.  The numbers came through in a press release from Toyota, and not every model is accounted for.  We'll bring you the rest of the lineup when we have it.

And, as always, sticker price is just part of the equation.  Toyota has been offering heavy incentives throughout the summer--something the Japanese automaker has always been reluctant to do in the past--as it seeks to buoy sales figures to avoid more bad publicity in the wake of its high-profile recall debacle.

Price increases are as follows:

2011 Toyota Avalon -- A bump of just $200 for all trim levels.  The Avalon gets a design refresh for 2011, with more upscale materials and an updated look, so the small price bump is a bit of a surprise in this case.

2011 Toyota Camry -- A $125 increase ($175 for hybrids).  The Camry is almost completely unchanged for the 2011 model year.

2011 Toyota Land Cruiser -- An exception to the trend of small price changes, the Land Cruiser's sticker jumps by $1,400 at every trim level.  The added cash is a little justified--it helps to pay for a new Active Seatbelt Pretensioning System that cinches safety belts in anticipation of an accident when sensors determine one is likely.  But it's not very justified, since the market for SUVs this size remains tiny so far in 2010.

2011 Toyota RAV4 -- A price bump of $250.  The base RAV4 is unchanged, though a new Plus Extra Value Package is offered to bring the base model a bit more upscale, with a moonroof, CD changer and body-color trim.

2011 Toyota Sequioa -- A more significant increase of $550.  What does the 2011 have that the 2010 did not?  An off switch for the daytime running lights, and the option of wood trim.  There are, we should point out, a lot of 2010s left on dealer lots.

2011 Toyota Sienna -- A $200 bump. Despite a complete, wheels-up redesign for 2011, the Sienna's price gets just a tiny nudge, going up by $200 at every trim level.  for what looks like one of the better minivans we've seen in a while, that's great news.

2011 Toyota Tundra -- A price increase  or $425 to $480, depending on trim. The V-6-powered Tundra gets an improved engine, with variable valve timing.  It also gets trailer sway control.  So maybe the price increase is justified. The V-8-powered Tundra gets no changes other than a power outlet instead of a cigarette lighter, and no ashtray.  So maybe it isn't.

2011 Toyota Yaris -- A $250 jump.  The Yaris is unchanged, except for new sun visors.

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