It’s easy to see why cars and trucks are more expensive today than they were 20, 10, or even 5 years ago.
Technology isn’t always cheap, and along with that, better engineering has led to better materials, production methods, and design.
Technology isn’t the only thing to blame though.
Things like inflation, the amount of features a vehicle contains, and even brand perception all have at least something to do with how manufacturers price their vehicles.
The Toyota 4Runner is the perfect example of this but in the completely opposite way you might think.
You see, a Mazda CX-5 Grand Touring Reserve starts at $34,870 and gives you things like LED tail lights, headlights and fog lights. You also get heated rear seats and rain-sensing windshield wipers.
The Hyundai Santa Fe Ultimate, starting at $34,000, offers a heads-up display and rear occupant alert system.
Even the Honda Pilot Touring trim, with all wheel drive and a wireless charging port comes in at less than the Toyota 4Runner Limited, the highest trim level Toyota offers, at $45,500-ish.
So why is the 4Runner that much more expensive than its rivals when it can’t and doesn’t deliver in the accessories department?
The short answer is that it doesn’t have to.
The Toyota 4Runner is full of other party tricks that make it desirable for a family of four who might just want to get in on the SUV craze.
Though it might not have super special amenities like heated 2nd row seats or rear occupant alert, it does have the safety features that most people really need like a backup camera, Toyota’s brake assist system, and front/rear parking assist system.
Additionally, the 4 Runner has two things that the other guys don’t have: The ability and durability to go just about anywhere at any time for a long time.
Toyota years, generally speaking, just last a little longer than regular years. They are built with quality in mind. The 4Runner is similarly built to the Land Cruiser, an SUV that is truly over-engineered and still demands 5-digit price points even with 300,000 plus miles.
The 4Runner is still a true SUV, with a body-on-frame design, a V6 engine, and a simple 5-speed transmission. All of these things might seem a little bit “old-school”, and they are, but it’s the reason that the 4 Runner’s resale value is among the best in the industry, and it’s the reason it lasts.
Toyota, as a whole, tends to wait on new technology to develop and be introduced before attempting any of it themselves.
This tends to make their vehicles not as technologically advanced as competitors but adds to their reputation for being bullet-proof. In other words, they play it safe almost all the time, just waiting to see what’s going to happen to the other guys, then they just happen to do it better.
There are few people that would argue against the Toyota 4Runner being a bad vehicle, even if it isn’t the most technologically advanced vehicle and despite its hefty price tag.
Those who buy one know that it won’t be a bad investment simply because it’s a Toyota.
And that is where Toyota excels in their approach to the 4Runner…
Toyota doesn’t make it harder for themselves than they have to. The 4Runner is built on the premise of durability, capability, and a brand that people trust. Therefore, the 4Runner can be offered at a much higher price because the customer demands the quality that comes with it, even if it doesn’t offer the amenities of other SUVs.
That being said, Toyota also has its Lexus brand, which takes care of all the extra luxury stuff that Toyota doesn’t have. They can offer the same type of experience with even more options, more money, and more of the same capabilities.
Love them or hate them – and most people love them – Toyota is doing a whole bunch of things right, especially when it comes to their 4Runner.
They offer a great product that people want and are willing to pay a premium to get, even if it might seem just too simple to be good.
Toyota knows exactly what they are doing.
I believe that the 4Runner is one of the best SUVs that you can buy, not because it’s a little bit old school, but because you and I both know exactly what we would be getting.
The 4Runner is one of the last SUVs without any pretentions about whether it’s a sports-car-wannabe, an off-road-focused beast, or just a road going sedan that happens to be lifted a few inches to complete the “sport” and “utility” part of the equation.
It’s is a true SUV through and through, with the intention of being exactly what a sport utility vehicle was originally designed to do without being a Jeep Wrangler.
So why is it more expensive than a lot of the “other guys” when it doesn’t have half of the features and tricks of the trade?
Because its reputation is stellar, its capability is largely unrivaled, and because Toyota can ask for what they think it’s worth to you and me. And, to be fair, they aren’t that far off considering the resale prices you can find all over any new or used car website or app.
It may not be as nice as the Nissan Murano to drive, and it may not be as off-road worthy as the Ford F150 Raptor, but you can sure believe that it can and will go everywhere you ask it to go without complaining. After all, it’s a Toyota, and they just seem to do a lot of things better.
