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Toyota Lowers Price of 4Runner Sport Utility Vehicle

    TORRANCE, Calif., Feb. 2 Toyota Motor Sales (TMS), U.S.A.,
Inc. has reduced prices for its 4Runner mid-size sport utility vehicle (SUV)
to offer great value similar to the all-new Toyota Highlander mid-size SUV
that went on sale in mid-January.
    Highlander joins 4Runner to give Toyota a diverse, dual-entry in the
mid-size SUV segment.  The 4Runner is aimed at buyers seeking traditional
mid-size SUV performance, with a bias toward rugged off-road use.  Highlander
is aimed at buyers demanding the image and versatility of an SUV, but who seek
the ride, handling and comfort of a sedan.
    Price reductions include $1,000 on all 4Runner SR5 models (compared to
vehicles equipped with Extra Value Packages) and $1,500 on the Limited premium
    The $1,000 price reduction of the SR5 model is achieved through the
standardization of an Extra Value Package formerly priced at $980.  The
contents of the value package, which included air conditioning, power windows,
a 3-in-1 AM/FM/Cassette/CD player with six speakers, a keyless entry system,
power antenna, tonneau cover and floor mats, are now standard equipment.  The
$980 savings are complemented by a $20 decrease in the manufacturer's
suggested retail price (MSRP) of all SR5 models.  The MSRP of the 4Runner SR5
4x2 has decreased from $26,355 to $26,335 while the MSRP of the SR5 4x4 has
decreased from $28,895 to $28,875.  However, on a comparably equipped basis,
the price of the 4Runner SR5 has decreased by 8.3 percent, or $2,200, for the
4x2 and 7.6 percent, or $2,200, for the 4x4.
    The price of the 4x2 Limited has decreased 4.3 percent from $34,955 to
$33,455 while the price of the 4x4 Limited has decreased 4.0 percent from
$37,605 to $36,105.