Toyota Canada Inc. lowers MSRP on 16 Toyota and Lexus models

    TORONTO, Feb. 1 /CNW/ - Toyota Canada Inc. (TCI) today announced the
latest step in its ongoing commitment to deliver great value to Canadian
drivers. The company has reduced the Manufacturer's Suggested Retail Price
(MSRP) on more than a dozen Toyota and Lexus vehicles offered for sale across
Canada. This move lowers MSRP across the majority of the company's fleet of
2008 models, from the Toyota Yaris ($750 reduction) to the Lexus GX series
($8,100 reduction)(*).
    "We have always monitored the Canadian market and taken action
accordingly," noted Stephen Beatty, Managing Director of Toyota Canada Inc.
"Now, we're pleased to take these further steps. These MSRP reductions are
transparent and consistent, making it easier for customers to make informed
purchasing decisions. They also benefit customers, whether they are leasing,
financing or purchasing their vehicle with cash."
    Toyota Canada Inc. has always taken a longer-term view of currency
fluctuations. When the Canadian dollar surged in value in the fall of 2007,
the company was one of the first automakers to take action in a manner that
was meaningful to Canadian drivers. The company reacted to the market by
offering a mix of price adjustments, gas gift cards, cash rebates, maintenance
offers and attractive lease and financing rates. Toyota Canada Inc. is now
converting these incentives into clear, consistent price reductions for our
    With today's announcement, the 2009 Lexus RX series is launched at lower
introductory pricing and MSRP has been reduced for all 2008 Toyota and Lexus
models, except models which were already adjusted late in 2007 (Prius, Tundra
and Lexus GS series) and 2008 models being cleared out (e.g. Corolla, Matrix,
Camry, and RX 350).

    (*) A list of vehicle models and MSRP reductions and adjustments, ranging
        from $750 to $8,100, depending on model and package, follows.


    MSRP reductions and adjustments range from $750 to $8,100, depending on
model and package. "Old" and "New" refer to previously announced starting from
MSRPs on base models with the exception of "Old" and "New" pricing for GX 470
and LS 460 which are on the "B" suffix models. The lower introductory pricing
of $44,350 for the 2009 Lexus RX 350 reflects a price adjustment of $7,200 as
compared to the comparable 2008 base model.

    Model                equals Old MSRP         equals New MSRP

    Yaris Hatch           equals $13,915          equals $13,165
    Yaris 4-Door          equals $14,695          equals $13,945
    FJ Cruiser            equals $30,725          equals $29,725
    Highlander Hybrid     equals $42,825          equals $41,075
    Avalon                equals $41,840          equals $39,840
    RAV4                  equals $29,400          equals $27,400
    4Runner               equals $40,580          equals $38,560
    Tacoma                equals $22,760          equals $20,470
    Sienna                equals $31,750          equals $29,400
    Highlander            equals $39,650          equals $36,900

    Model               equals Reduction

    Yaris Hatch              equals $750
    Yaris 4-Door             equals $750
    FJ Cruiser             equals $1,000
    Highlander Hybrid      equals $1,750
    Avalon                 equals $2,000
    RAV4                   equals $2,000
    4Runner                equals $2,020
    Tacoma                 equals $2,290
    Sienna                 equals $2,350
    Highlander             equals $2,750

    Model                equals Old MSRP         equals New MSRP

    ES series             equals $42,900          equals $39,900
    IS series (manual)    equals $36,550          equals $31,900
    LS series             equals $92,400          equals $85,800
    SC series             equals $93,250          equals $86,100
    RX series ('09)                   NA          equals $44,350
    GX series             equals $76,600          equals $68,500

    Model               equals Reduction

    ES series              equals $3,000
    IS series (manual)     equals $4,650
    LS series              equals $6,600
    SC series              equals $7,150
    RX series ('09)        equals $7,200
    GX series              equals $8,100

For further information:

For further information: Kathryn Ruhland, Manager, Public Relations,
Toyota Canada Inc., (416) 431-8333,; Mary Ellen Armstrong,
NATIONAL Public Relations, (416) 848-1401,

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