Sales of Toyota's crowded SUV and crossover lineup may get a small boost with the introduction of the 2010 4Runner, the price of which will be no different from the last-generation 2009 model.
Raising the price on an SUV whose sales were down 63% through August might seem a silly idea, especially if a price increase is coupled to thousands of dollars in incentives.
Currently, the 4Runner carries a $29,440 base price, including $800 for destination. For about $30,000, Toyota offers five SUVs and crossovers at different levels of equipment (that doesn't include the Sienna van), four of which many consumers might reasonably cross-shop.
At a dealer meeting with Toyota senior management, Automotive News sources say the automaker is planning on making leasing more affordable to gain market share.
The new 4Runner goes on sale late in October.
Source: Automotive News (Subscription required)