Many Americans view their 30th birthdays as significant milestones, even though the average life expectancy here is more than 2.5 times that age. So you might think Toyota would be keen to party over the 30th anniversary of its 4Runner, since most models don't even live to half that age. You can put that idea away unless you consider discounts of $500 to $1,000 something worthy of cake and kazoos, since it appears that's all the birthday SUV will get. That's right, not even a trim-and-tape special edition or so much as a sticker. We asked Toyota for comment and were told they had "No other 30th anniversary 4Runner items to announce at the time."

So, about those incentives: they climb from $500 on the SR5 and Trail editions to $750 on Premium models and $1,000 on the Limited trims. Toyota says they're available at dealerships now and will last for the entire year. There's a press release below with a little more background, and there's a sad violin playing somewhere in the distance.

Disappointed, party of one, your table is now ready...
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Toyota 4Runner SUV Celebrates the New Year with Special 30th Anniversary Discounts
February 18, 2014

TORRANCE, Calif., Feb. 18, 2014 - - To commemorate the 30th anniversary of the iconic 4Runner sport utility vehicle (SUV), Toyota is discounting all 2014 4Runner models. The 30th Anniversary Discounts range from $500 for all 4Runner SR5 and Trail models, $750 for all SR5 and Trail Premium models and $1,000 on all Limited models.

For three decades, the 4Runner mid-size SUV has been a stalwart for off-roading enthusiasts seeking a SUV with rugged, go-anywhere capability. Currently in its fifth-generation, 4Runner continues as one of the few fully capable mid-size SUVs. The redesigned 2014 4Runner receives a rugged new exterior design, and interior refinements that add comfort and convenience without sacrificing its hallmark performance capability and excellent value.

The special 4Runner 30th Anniversary Discounts are available at Toyota dealerships now.

Grade / Model / Discount

SR5 4x2 / 8642 / $500
SR5 4x4 / 8664 / $500
Trail 4x4 / 8670 / $500
SR5 Premium 4x2 / 8646 / $750
SR5 Premium 4x4 / 8666 / $750
Trail Premium 4x4 / 8672 / $750
Limited 4x2 / 8648 / $1,000
Limited 4x4 / 8668 / $1,000

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    • 1 Second Ago
      • 1 Year Ago
      Have to be a heck of an incentive to pay for that pug-ugly nose!
      • 1 Year Ago
      Ugly, very ugly. How about a facelift before then next yearly anniversary.
      Radioactive Flea
      • 1 Year Ago
      Thanks Toyota for uglying up my next car. I guess I'll have to buy a Jeep now.
      • 1 Year Ago
      God, This thing looks just like a bulldog in the front-
      • 1 Year Ago
      How about a nose job. That's a gift that would keep on giving.
      • 1 Year Ago
      My feelings towards the total and complete uglification of the 4Runner rivals my feelings of how Nissan turned the Pathfinder into a woman. The second and third generations of the 4Runner were almost SUV-perfection in their design and execution. Since then, it's all been downhill and this latest iteration is appalling.
        • 1 Year Ago
        Agreed. I'm more offended by the Pathfinder, I was heartbroken over that. Bad moves by both Toyota and Nissan
        • 1 Year Ago
        Yet in Trail edition, this far more capable than those other generations of 4R. Throw an aftermarket front bumper on and call it a day.
      • 1 Year Ago
      First one was easily the best one, removable top and all.
        • 1 Year Ago
        Why was that so popular in the 60's-80's and now not so much? The FJ Cruiser would have been infinitely better with a removable hardtop. Now all we have is Jeep (and the Murano XCab barf).
          • 1 Year Ago
          Safety- it is very expensive to make a vehicle pass the current safety hurdles without a fixed roof, unless it was intended that way from the start- even then, it adds cost, complexity and weight. Since the 4Runner (and more recently FJ Cruiser) shares a platform with a conventional hard top, there just wasn't a business case for it. ..."but the Wrangler..." is different. It is a unique set of circumstances that allow it to be, what it is. Toyota must not have felt it could compete on the exact same level.
      • 1 Year Ago
      "Disappointed, party of one, your table is now ready..." Reserve this table for me every time I read one of your articles, Jonathon. Not as bad as Noah's work, but even so. . . Anyway, if $1,000 isn't enough for you, go buy something used. Or become a better negotiator.
      • 1 Year Ago
      What is up with that nose!
        • 1 Year Ago
        Have to be careful out in the woods. That thing could attract amorous warthogs.
        • 1 Year Ago
        Low hanging fruit. Get original.
      • 1 Year Ago
      What did they do to you 4Runner?!
      • 1 Year Ago
      I must be the only person who actually thinks this 4Runner looks good. I actually really like the styling. Want to know what I think is actually an ugly car? The new Highlander. It's as ugly as the muppets pushing it. Wranglers are also not pretty as they are just true to traditional form which isn't saying much given their roots are in a military vehicle that was designed with aesthetics having 0% consideration.
      • 1 Year Ago
      The 2014 4Runner is a mild, mid-cycle refresh, and a disappointing one at that. They wanted to make the Trail Edition "tougher" looking, but just ended up making it ugly instead. While Toyota maintained the 4Runner's offroad capability, they chose not to address the 4Runner's disappointing fuel economy. The 4Runner still has a 5-speed transmission.
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