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Toyota Hopes for Big Sales Jump on New Highlander

Improved ride, new styling expected to lure buyers from other brands.

by Joseph Szczesny on Dec.18, 2013

Toyota expects sales of the 2014 Highlander to increase 10% compared with the previous year.

With 2014 shaping up to be another promising year for new vehicle sales, Toyota expects sales of the new Highlander utility vehicle to grow by as much as 10% next year as it rolls out the revamped 2014 version of its mid-sized utility vehicle.

Jim Colon, Toyota Motor Sales vice president for product communication, said sales of the Highlander should top 140,000 units despite rugged competition from the Nissan Pathfinder, Ford Explorer and Jeep Grand Cherokee. “Mid-SUVs is a very competitive segment, added Colon. But it’s a key segment, accounting for almost 10% of all vehicle sales in the U.S.

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The segment is growing because the mid-sized SUV with three rows of seating has become the vehicle of choice for active families, Colon said. The Highlander has had a strong position in the mid-sized segment ever since the first generation Highlander appeared in 2001. Toyota replaced the original Highlander in 2008 and Toyota started building the third generation Highlander at its big assembly plant in Princeton, Ind., earlier this month. (more…)