Toyota Highlander 2026 price increases sharply, more expensive than Grand Highlander

Highlander sales have dropped nearly 50% this year, and Toyota has just made adjustments for the 2026 model year. However, this change has not satisfied customers.

The 2026 Toyota Highlander LE trim, which was the entry-level trim with a starting price of $40,320, has been dropped. In the hybrid lineup, the XLE Nightshade and Limited 25th Edition trims are also gone.

Notably, the Highlander is now only sold with standard all-wheel drive (AWD). This change, along with the discontinuation of the standard version, has pushed the starting price of the 2026 Highlander to $45,270, up $4,950 from before.

This leads to a paradox: the Highlander now costs more than the Grand Highlander, a more spacious three-row SUV. The Grand Highlander starts at $41,360, and even the AWD version starts at $42,960.

In fact, the Grand Highlander XLE AWD is only $460 more expensive than the Highlander XLE AWD. This pricing method has led many to believe that Toyota is indirectly pushing customers to choose the Grand Highlander instead of sticking with the Highlander.

Except for price and configuration, the 2026 Highlander remains almost unchanged in powertrain. The vehicle still has two familiar options: a 2.4L I4 turbocharged gasoline engine with 265 horsepower, 420 Nm of torque, combined with an 8-speed automatic transmission and standard AWD, with fuel consumption of 21 mpg city, 28 mpg highway and 24 mpg combined.

And the hybrid version uses a 2.5L I4 engine with an e-CVT transmission, nickel-metal hydride battery and rear-wheel electric motor, for a total capacity of 243 horsepower, with an impressive fuel consumption of 35 mpg in urban, highway and combined.

In a market that favors spacious three-row SUVs, Toyota’s decision to price the Highlander higher than the Grand Highlander is puzzling. With only a few hundred dollars difference, many customers will likely opt for the larger model for the added space and convenience.

The Highlander may therefore face more difficulty in maintaining its market share, which has fallen sharply this year. However, Toyota seems to be counting on the Highlander's standard AWD configuration and its trademark durability to continue to retain its loyal customer base.

Video : Introducing the new generation Toyota Grand Highlander.

Source: https://khoahocdoisong.vn/toyota-highlander-2026-tang-gia-manh-dat-hon-ca-grand-highlander-post2149051066.html