SAN ANTONIO -- Toyota's pricing strategy for the redesigned 2020 Highlander will largely hold the sticker price on the popular XLE trim level while using a $1,400 upcharge for the fuel-saving hybrid powertrain in hopes of doubling the hybrid's penetration.
In a departure from previous generations, the 2020 Highlander will be available across all five trim levels in either front-wheel drive or all-wheel drive, with the awd system priced as a $1,600 option on the lower L, LE and XLE trims and a $1,950 option on the higher-end Limited and Platinum trims. A hybrid powertrain is available on all but the base level trims as a $1,400 upcharge on either fwd or awd models, Toyota said.
Currently, about 10 percent of Highlander sales are hybrid models, Toyota says. The automaker hopes to double that percentage in 2020, even though the hybrid version isn't expected in Toyota dealerships before February.
Pricing for the base fwd L trim will begin at $35,720.
The LE trim level — which adds a power liftgate, blind-spot monitoring, LED fog lamps, leather-wrapped steering wheel and shift knob, and additional multimedia capabilities — will start at $37,920.
The price of the XLE model, which represents about 40 percent of Highlander sales, will drop to $40,720 for the fwd model, a decrease of $120 over the previous model year. The price of the awd model will increase by $20. The XLE adds a number of features over the LE model, including heated power front seats, a 7-inch display in the instrument cluster, auto-dimming rearview mirror with built-in garage door opener, and a power moonroof.
The Limited trim level, which adds features such as ventilated front seats and leather seating, embedded navigation, premium JBL sound system and projector-style headlamps, will start at $44,770.
Finally, the top-end Platinum trim level, which features a 12.3-inch touch screen, 20-inch wheels, a head-up display, heated second-row seating, bird's-eye parking aids and a panoramic moonroof, will start at $47,970. All prices include a $1,120 delivery charge.