2010 Toyota 4Runner won’t see Price Increase

In an attempt to help slumping sales of one of its best off-road vehicles, Toyota won't raise prices on its new 2010 4Runner, which is set to debut at the Texas state fair next week.

Automotive News is reporting that dealers briefed on Toyota's strategy for the new 4Runner said prices would remain the same. This means a starting price of $29,440 for a base V-6 powered 4Runner. Toyota hopes to stop slumping 4Runner sales by keeping the price the same as the outgoing model. 4Runner sales fell 63 percent through August.

While the price will remain the same, it is unclear if Toyota will add new content to the 4Runner or not. Automakers usually add content to new models and increase the sticker price along with the content.

Dealers also said Toyota senior management is embarking on a plan to reverse the recent decline in sales across the board and take back market share. One of those steps is to make leasing more affordable because of higher resale values. Another was not to increase the price of the 4Runner SUV.

Toyota's 2010 4Runner is set to debut at the Texas state fair next week with the vehicle scheduled to go on sale in late October.

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