2010 Toyota and Scion Models Get Price Hikes

TORRANCE, California — Forget about tracking Christmas sales and stock prices. Perhaps one of the most telling signs that the recession may be waning is that automakers such as Toyota are beginning to raise prices. Toyota late Monday said it will increase prices on a dozen of its 2010 models, ranging from a $500 price for the 2010 Toyota Sequoia and 2010 Toyota FJ Cruiser to a $100 boost for the 2010 Toyota Corolla and 2010 Scion xB, xD and tC.

Toyota characterized the increases as "price adjustments" and offered no explanation for them in its official statement. It is becoming something of a tradition for Japanese automakers such as Toyota and Nissan to raise prices at this point in the selling season — euphemistically calling them "midyear adjustments."

Toyota said the new prices for North America-produced vehicles will become effective with vehicles produced on January 4, 2010. Those models include the Highlander (gas only), Corolla, Matrix, RAV4, Tundra and Sequoia. Prices for Japan-sourced vehicles will become effective with vehicles arriving on vessels on or after December 17, 2009. Japan-sourced vehicles include the Highlander and Highlander Hybrid, RAV4, Yaris, FJ Cruiser, and Scion xB, xD and tC, Toyota said.

Consumers can expect a $250 price increase on the 2010 Toyota Yaris, which will start at $13,355, including a $750 destination charge. The 2010 Toyota Matrix gets a $150 increase, with the base model starting at $17,450, including a $750 destination charge. The 2010 Toyota Corolla gets a $100 price increase on all models. The Corolla will start at $16,200, including a $750 destination charge.

The 2010 Toyota RAV4 will get a $175 price increase, with the base model starting at $22,475, including an $800 destination charge. The 2010 FJ Cruiser, with a $500 increase, will start at $24,980 for the base model, including an $800 destination charge.

The 2010 Toyota Highlander gets a $150 price increase and starts at $26,655, including an $800 destination charge. The 2010 Toyota Highlander Hybrid gets a $200 price increase and starts at $35,700, including an $800 destination charge. Toyota also rolled out a new 2010 Highlander V6 Special Edition or SE, which replaces the current Sport grade. It starts at $33,280, including an $800 destination charge. It is equipped with a 3.5-liter V6 and a five-speed automatic transmission, as well as leather-trimmed seats, heated front seats, tri-zone automatic front and rear air-conditioning, a moonroof and an audio system with a six-disc CD changer.

The 2010 Toyota Sequoia gets a $500 price increase and will start at $39,980, including a $950 destination charge. The 2010 Toyota Tundra gets a $300 price increase and will start at $24,405, including a $950 destination charge.

The 2010 Scion xD gets a $100 increase and will start at $15,570, including a $670 destination charge. The 2010 Scion xB gets a $100 increase and will start at $16,520, including a $670 destination charge. The 2010 Scion tC gets a $100 price increase and will start at $17,770, including a $670 destination charge.

Inside Line says: No recession specials on many of the Toyota and Scion models. — Anita Lienert, Correspondent