• Jul 31, 2009


Toyota's 2010 lineup will receive a suite of aesthetic, performance, and safety changes and minor price bumps, beginning with the FJ Cruiser. ToMoCo's chunky 'ute gets engine mods that include dual VVT-i and roller rocker arms, returning 19 more horsepower and one additional mile per gallon, with a price increase of just $360. At the other end, the 2010 Yaris will count things like Vehicle Stability Control and traction control as standard on the whole range, and the MSRP gets nudged up by $150.

The RAV4 Limited gets a little more chrome inside, and the price doesn't change. Nor does the price change on the Highlander, unless you want the stainless steel exhaust tip that will run you $50. But the SUV does offer more amenities on the base model, including a backup camera and moonroof.

The Avalon's price goes up by $100. For that you get auto up/down windows in the rear. The Tacoma gets "an enhancement to the front cup-holder functionality," but no price change. The vehicles will start arriving on dealer lots in August and September, and you can read up on all these changes and more in the press release after the jump.

[Source: Toyota]



PRESS RELEASE

Toyota Announces Pricing on 2010 Avalon, Yaris, Highlander, FJ Cruiser, Rav4, and Tacoma

TORRANCE, Calif., July 30, 2009 -- Toyota Motor Sales (TMS), U.S.A., Inc., announced manufacturer's suggested retail prices (MSRP) today for the 2010 Avalon full-size sedan, Yaris subcompact, FJ Cruiser off-road sport utility vehicle (SUV), Highlander mid-size SUV, RAV4 compact SUV, and the Tacoma pickup truck. The 2010 models will begin arriving at dealerships in August, with the exception of Highlander (September).

The 2010 FJ Cruiser, the most capable off-road SUV in the Toyota line-up, will feature several upgrades, including dual VVT-i and roller rocker arms on the 4.0-liter V6, which add 19 horsepower and a one mpg increase. Minor suspension changes reduce the turning radius by more than a foot, and a new Army Green exterior color is offered. The base MSRP for FJ Cruiser will range from $23,680 for the 2WD automatic to $25,270 for the 4WD automatic, an increase of $360, or 1.4 to 1.5 percent.

The RAV4, the first ever car-based SUV originally introduced in 1996, receives minor styling enhancements for 2010, including chrome-accented interior appointments on the limited model. The MSRP remains unchanged for 2010 RAV4. RAV4 models will carry a base MSRP that ranges from $21,500 for the base model 2WD four-cylinder to $27,810 for the 4WD Limited V6.

The 2010 Highlander gas model, which will be assembled at Toyota Motor Manufacturing, Indiana (TMMI) beginning in October, will have an available backup monitor on the multi-informational display for the Base grade V6, and a power tilt/slide moonroof for the Base grade four-cylinder. Highlander Hybrid carries over unchanged for 2010. The MSRP for the 2010 Highlander gas and hybrid models remains unchanged except for the Highlander Sport, which adds a stainless-steel exhaust tip and will increase $50. The base MSRP for the 2010 Highlander ranges from $25,705 for the base four-cylinder 2WD to $41,020 for the Limited 4WD hybrid model.

Avalon, Toyota's flagship passenger car since 1995, continues to set the standard for performance, luxury, and value in its class. For 2010, Avalon adds rear-passenger auto up/down windows and one new exterior color, Sandy Beach Metallic. The base MSRP for the 2010 Avalon ranges from $27,945 for the XL to $35,285 for the Limited, an increase of $100, or 0.3 to 0.4 percent.

Tacoma, the best-selling compact pickup truck in the U.S., will carry over unchanged except for an enhancement to the front cup-holder functionality, and it will not receive a price increase for the 2010 model year. Tacoma's base MSRP ranges from $15,170 for the Regular Cab with a five-speed manual transmission to $27,075 for the V6 4x4 Double Cab Long Bed with a five-speed automatic transmission.

Yaris will receive standard Vehicle Stability Control (VSC) and Traction Control (TRAC) in 2010, equipping all Yaris models with Toyota's Star Safety System™ that also includes Anti-lock Braking System (ABS), Electric Brake-force Distribution (EBD) and Brake Assist. Yaris is the only vehicle in its segment to offer this set of safety features as standard equipment. With all of these enhancements, Yaris base MSRP will increase only $150 and will range from $12,355 for the three-door model with manual transmission, to $13,915 for the four-door sedan with an automatic transmission, an increase of 1.1-1.2 percent.

Base MSRPs do not include a delivery, processing, and handling (DPH) fee of $750 for passenger cars and $800 for light trucks. The DPH fee for vehicles distributed by Southeast Toyota (SET) and Gulf States Toyota (GST) may vary.


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  • 27 Comments
      • 5 Years Ago
      Ugh. FJ Cruiser. So lame.
        • 5 Years Ago
        d. who cares?
        • 5 Years Ago
        Yea, and the offroaders are concerned about how pretty it is.
      • 5 Years Ago
      "...returning 19 more horsepower and...

      Who cares?
      Why are people these days so focused on horsepower? Where is the torque increase? Something I rather see mentioned, especially when shopping for a utility truck like this.
        Jimmy
        • 2 Years Ago
        you know allot of people say , well this mag says this model can do this better, and this mag says the seats are better on this other model, and wait, this other mag says this model has more rear leg room, that makes it better, The FJ Cruiser is for people who want a tough off road vehicle that can handle all sorts of weather. I tell you I fear nothing and no kind of weather or conditions I might come across, I have pulled out tow trucks, plenty of jeeps, hummers and snow plows with mine. They could be plusher inside, better interior in rear, but with allot of options there a 30 or 32k 4x4, not 50k. The FJ is made for a good all weather truck, its not meant to be a fun at the beach truck
        • 5 Years Ago
        Toyota's 1gr-fe was outgunned by Nissan's VQ40 due to its smaller cylinder bore 94 vs 95.5mm
        Now 258hp (from 239hp@5200), and likely a torque increase from 278ft-lbs@3700, a new valvetrain and variable exhaust valve timing should make the 3D 'torque curve' better

        That compares well against 266hp@5600 288ft-lbs@4000 (pathfinder-also on premium) or 261hp 281ft-lbs (frontier-regular)

        Now the ball is in Nissan's court to, say add direct injection to all the VQ's
        • 5 Years Ago
        Well, you know, HP sells cars...

        From what I've read, what lacks in looks is abundant in off-road capability on this one.
      • 5 Years Ago
      The thing about the FJ cruiser to me is that all SUV's are ugly. The Range Rover is ugly, the Honda Pilot is ugly, the MDX is even uglier, the Hummer is ugly.

      But the FJ doesn't just look ugly, it looks completely ridiculous. It reminds me of plastic toy cars you'd ride when you were a kid. And that gives it character, and makes it interesting, instead of all the bland boring SUV's and Off-roaders that are just ugly.


      Every time I see an FJ Cruiser I can't help but smile.
        • 5 Years Ago
        I actually really don't like the Solara.
      • 5 Years Ago
      When I first saw the FJCruiser, I said what the F*** is that and who would buy one?
      6 months later, I took a test drive and bought one.

      Are they ugly? Yea, kinda.
      Are they practical? No
      Do they get good gas mileage? Not really.
      Can they comfortably seat 4 adults for a trip from San Diego to Vegas? No
      Can they fit a lot of cargo in the back? No - A Toyota Matrix can hold more gear inside
      Do they work off-road? Yes - off the showroom floor into the dirt, mud, sand or Rubicon trail
      And yes, they do have their engineering flaws - bulging/splitting front fenders, idler pulley bearings that fail when they get dirty, rear differential gears that are brittle and fail (early '07 models), front sway bar links that snap and go through the CV boots, and rear control arms that bend if they're stressed too much. The day-to-day driver doesn't experience any of these. Someone who uses the FJ the way it was meant to will.
      • 5 Years Ago
      When's the final year for the FJ? I think I recall reading something awhile back how they were only going to sell the vehicle for 4-5 years.
      Clyde Batter
      • 5 Years Ago

      If Toyota really cared what people wanted, they'd offer a V8 with manual transmissions, especially in the Tacoma-based platforms (Taco, FJ) and Tundras.
        • 5 Years Ago
        @Clyde Batter
        just be happy you can get the V6 with a manual, these days.
      • 5 Years Ago
      It's nice to see Toyota improving the FJ Cruiser. It's just too bad that they don't offer it in the United States with a turbodiesel.

      It's also too bad they botched its design in the first place by equipping it with a mallcrawling independent front suspension, rather than the strong and durable solid front axle required for anything more than basic light-duty off-roading.

      After all, with 11 different 4x4's offered in the United States (RAV4, Highlander, 4Runner, FJ Cruiser, Land Cruiser, Sequoia, Tacoma, Tundra, RX350, GX470, LX570) it's too bad that Toyota didn't bother to equip their ONE vehicle marketed towards actual off-roaders with equipment that actual off-roaders would want. Instead, it's nothing more than a rebodied 4Runner.

      With a solid axle, it would have been a real contender against the Jeep Wrangler - especially with a highly desirable diesel engine - but instead, it's just another also-ran in the wanna-be off-road crowd.

      It's too bad, because the FJ40 Land Cruiser (which was the FJ Cruiser's inspiration) is a highly regarded machine that's earned its world-class respect in every country around the world. Yet there are few who have much respect for the FJ Cruiser anywhere but the malls. The few who have tried taking their FJ Cruisers on serious off-road trails have learned the hard way just how fragile their independent front suspension, 7.5" front ring gear, and 8" rear ring gear are. For real off-road use, you have to install a minimum of a 79-85 Toyota solid axle up front and a Ford 9" rear axle, but what would have been ideal is the FZJ80 Land Cruiser's electronic locking front and rear solid axles (high pinion 8" front, low pinion 9.5" rear).

      Oh well, maybe FJ Cruiser 2.0 will include this equipment and stop breaking down on all the 4x4 trails....
        Jimmy
        • 2 Years Ago
        The FJ Cruiser has consistently out performed the Jeep off road in all aspects, you try to come off as knowing about Toyota, your just another Jeep owner who has never actually been off road, The FJ front suspension has out performed the Jeep Wrangler in every test on and off road, you will NOT, I repeat, NOT see the FJs broke down, you take any STOCK comparable FJ, as in 4 wheel drive with off road options with any STOCK Jeep Wrangler, the FJ will kick its ass 99% of the time, I have owned both, you I can tell you don’t know squat, reading freaking specks, do you know how the FJ front suspension is different? Didn’t think so, ever drive one, ya right. If you like Jeeps, get a jeep, I liked my jeep, but my god, grow a dick
      • 5 Years Ago
      The FJ Cruiser is one of the few non appliance Toyota's.
      • 5 Years Ago
      Better yet Erik, on second thought I care a little so I will play the game. Your post (Ugh, FJ Cruiser. So lame", indicates to me you either don't care for it's looks or it off road-capabilities. Which is it? If you are questioning it's looks your reply to my post is dribble. If you are questioning it's off road capabilities, I would stack that vehicle against your Wrangler any day of the week. I am merely trying to understand your post a little better.
      • 5 Years Ago
      I still think it is one ugly looking vehicle!!
        • 5 Years Ago
        More like they took a look at the FJ40.... It precedes the H2 by just a couple years.

        Guess there's no accounting for taste.
      Doug Thompson
      • 5 Years Ago
      That's great to learn the FJ Cruiser isn't gone yet. Just saw a bunch of great Toyota videos on www.vehiclestest.com. I just saw the new 2010 Prius test up there, they got more than 57 mpg.
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