The Toyota Highlander has long been a staple in the midsize SUV segment, known for its reliability, comfort, and versatility. But just how popular is the Toyota Highlander, and what factors have contributed to its enduring success? In this in-depth article, we explore the popularity of the Toyota Highlander through market trends, consumer preferences, sales performance, and technological advancements that have kept it in high demand.
Introduction: The Toyota Highlander – A Modern Family Favorite
As families seek dependable, efficient, and spacious vehicles, the Toyota Highlander has risen to become one of the most sought-after midsize SUVs in the United States. With a reputation for durability and an emphasis on safety, comfort, and hybrid efficiency, the Highlander has earned its place among the best-selling vehicles year after year.
Toyota introduced the Highlander in 2001, positioning it as a three-row crossover with all the comforts of a family-friendly vehicle without the ruggedness of a traditional SUV. Since then, it has evolved to meet changing consumer needs, from improving fuel economy to enhancing interior tech and safety features.
Market Position and Sales Performance
The Toyota Highlander has consistently ranked among the top-selling vehicles in the U.S., especially within the midsize SUV category. According to recent data from the International Organization of Motor Vehicle Manufacturers (OICA) and sales reports from Edmunds, Kelley Blue Book (KBB), and J.D. Power, the Highlander continues to be a leader in its class.
Sales Figures Over the Years
Let’s break down the sales performance of the Toyota Highlander over the past decade:
| Year | U.S. Sales (Units) |
|---|---|
| 2014 | 262,917 |
| 2016 | 275,192 |
| 2018 | 316,767 |
| 2020 | 369,928 |
| 2022 | 378,428 |
This table illustrates a steady growth in sales. Toyota’s ability to modernize the vehicle while maintaining reliability has contributed to this upward trend. In particular, the introduction of the 3-row hybrid model in recent years has significantly boosted its appeal among eco-conscious families seeking efficiency without compromising space.
Competitive Landscape
When compared with its main competitors, such as the Honda Pilot, Nissan Pathfinder, and Ford Explorer, the Toyota Highlander has maintained a strong lead. In 2022, Highlander sales surpassed those of the Honda Pilot by more than 70,000 units.
This market dominance can be attributed to several key features:
- Wider availability of hybrid configurations
- Higher resale value ratings
- Better overall reliability scores
Toyota’s brand image for reliability plays a crucial role in the vehicle’s popularity. J.D. Power and Consumer Reports consistently rank Toyota vehicles highly in terms of overall reliability, which naturally filters into consumer trust in models like the Highlander.
Design and Family-Centric Features
One of the primary reasons the Toyota Highlander remains so popular is its design, which emphasizes the needs of family consumers.
Spacious and Functional Interior
The Highlander offers a comfortable seating arrangement for up to eight passengers (with bench seats) or seven with captain’s chairs. The third row has undergone significant improvements in recent generations, offering more legroom and easier fold-and-tumble access for adults.
Interior space breakdown (for 2023 model):
| Feature | Measurement |
|---|---|
| Headroom (front) | 39.9 inches |
| Legroom (front) | 41.0 inches |
| Headroom (rear) | 38.4 inches |
| Legroom (rear) | 38.0 inches |
| Third Row Headroom | 37.9 inches |
| Third Row Legroom | 32.7 inches |
Compared to competitors like the Ford Edge or Chevrolet Traverse, the Highlander offers a more balanced combination of third-row usability and trunk space with all seats up.
Seating Flexibility and Cargo Space
The 3rd-row fold-flat setup allows for a variety of cargo hauling configurations. With all seats up, the Highlander offers up to 16 cubic feet of storage space. Folding the 3rd row expands this to 48.4 cubic feet, and with both rear rows folded, that number jumps to 84.3 cubic feet.
This level of customization makes it ideal for suburban families, weekend adventurers, and small business owners alike.
Technology and Safety: Setting the Standard
Toyota has made significant strides in integrating advanced safety and infotainment technology into the Highlander, making it more appealing to a tech-savvy consumer base.
TSS – Toyota Safety Sense and Beyond
The Toyota Safety Sense (TSS) package is standard across all Highlander trims. It includes:
- Pre-Collision System with Pedestrian Detection
- Automatic High Beam Assist
- Lane Departure Alert with Steering Assist
- Dynamic Radar Cruise Control
- Rear Cross-Traffic Braking
These features not only enhance consumer confidence but have contributed to the Highlander receiving top safety scores from the Insurance Institute for Highway Safety (IIHS) and the National Highway Traffic Safety Administration (NHTSA).
Infotainment and Connectivity
The 2023 Highlander comes equipped with Toyota’s Entune 3.0 system, featuring Apple CarPlay, Android Auto, Amazon Alexa integration, and an optional 12.3-inch touchscreen display.
Key tech highlights include:
- Standard Wi-Fi hotspot connectivity
- Digital rearview mirror with customizable camera angles
- Premium audio systems, including a JBL-branded option
The user-friendly interface, voice recognition, and high level of smartphone integration contribute significantly to the vehicle’s appeal.
Powertrain and Performance
Toyota has diversified the Highlander’s powertrain options in recent years to meet different consumer demands, particularly in the hybrid space.
Hybrid Popularity
The Highlander Hybrid was introduced in 2021 and has since gained strong traction in the market. It features a 2.5-liter engine combined with electric motors, delivering combined output of 240 horsepower and up to 36 MPG highway fuel economy.
This level of efficiency has made the Highlander Hybrid one of the best-selling three-row hybrid SUVs in the U.S., competing with vehicles like the Kia Telluride Hybrid and the coming wave of plug-in hybrid SUVs.
Conventional Powertrains
The non-hybrid variant uses a 2.4-liter turbocharged inline-4 engine generating 265 horsepower and 290 lb-ft of torque. Paired with an 8-speed automatic, it offers a smooth, refined driving experience with commendable fuel efficiency (up to 29 MPG on the highway with front-wheel drive).
The vehicle’s performance is further enhanced with optional all-wheel drive (AWD), making it suitable for light off-roading and winter conditions.
Pricing and Value Retention
Another critical driver behind the Toyota Highlander’s popularity is its exceptional resale value and competitive pricing strategy.
Pricing Across Trims
As of 2023, starting manufacturer’s suggested retail prices (MSRP) for the Toyota Highlander are as follows:
- LE (FWD): ~$36,320
- XLE (FWD): ~$41,010
- XSE (FWD): ~$44,540
- Platinum (AWD): ~$50,880
Hybrid models see a modest price bump, but the fuel economy gains offset this in the long run for many families.
Resale Value and Cost of Ownership
Kelley Blue Book consistently ranks the Highlander in the top of its class for residual value, with five-year depreciation estimates at around 40-45%, compared to an average of 50-60% for many competitors.
Moreover, insurance, maintenance, and repair costs associated with the Highlander place it among the most cost-effective vehicles to own in the midsize SUV category.
Consumer Reviews and Testimonials
A look into customer sentiment across platforms like Edmunds, Kelley Blue Book, Kelley Blue Book User Reviews, and Cars.com reveals a strong endorsement of the Toyota Highlander.
Strong Family Appeal
Many reviewers cite the vehicle’s family-friendly nature:
“We travel a lot with our three kids, and the Highlander makes it easy with plenty of seating, tech, and comfort features. The hybrid got us through gas price spikes without compromising on performance.”
Satisfied Long-Term Owners
A recurring sentiment among long-term owners is reliability and ease of ownership:
“After putting over 150,000 miles on my 2008 Highlander, I knew I had to buy another. My second one is even better with the tech and hybrid efficiency!”
Where Is the Toyota Highlander Most Popular?
The Highlander enjoys widespread popularity across the United States, but certain regions and markets highlight its dominance more clearly.
Urban vs. Suburban Demand
While some SUVs are more popular in rural and mountainous areas, the Highlander’s compact yet spacious design makes it ideal for both urban and suburban lifestyles. It’s particularly popular in Southern California, Texas, and the Northeast, where families seek a blend of utility, fuel economy, and style.
Demographic Popularity
The primary demographic for the Toyota Highlander includes:
- Families with 2-3 children
- Commuters needing extra cargo space
- Aging baby boomers seeking a reliable, comfortable crossover
Its hybrid variant is especially popular among environmentally conscious consumers, particularly in states like California, Washington, and New York, where emissions standards and fuel costs encourage hybrid adoption.
Toyota’s Global Reach
While the Highlander is primarily a North American model, Toyota has expanded its reach into select international markets. In recent years, exports to Middle Eastern and European territories have increased, signaling growing global interest in a vehicle once primarily associated with American buyers.
Adapting to Modern Trends: Sustainability and Innovation
Toyota’s strategic shift toward electrification has given the Highlander a fresh lease on life in an era of tightening emissions standards and growing consumer interest in cleaner vehicles.
The Rise of the Hybrid Highlander
With its 2021 redesign, Toyota gave the Highlander Hybrid its own identity, optimizing the hybrid powertrain for the larger crossover. The result has been a vehicle that combines performance with fuel economy in ways few competitors can match.
Future-Proofing with Technology
Toyota’s development of over-the-air updates and more advanced driver assistance systems (ADAS) is expected to further improve the Highlander. Future models may include plug-in hybrid variants and even all-electric iterations, potentially aligning with Toyota’s 2030 electrification roadmap.
The brand’s ongoing investment in solid-state battery technology could also yield groundbreaking advancements in Highlander trims expected in the coming decade.
Conclusion: A Legacy of Reliability and Relevance
In summary, the Toyota Highlander’s popularity is not a fluke—it is the product of decades of iterative design improvements, a strong brand reputation, and keen awareness of shifting consumer demands. Its success is built on a combination of practicality, performance, safety, and value, all hallmarks of the Toyota brand.
Whether you’re a growing family in Dallas needing room for soccer gear and camping equipment, or a commuter in San Francisco valuing comfort and hybrid efficiency, the Highlander offers a compelling solution.
As hybrid sales continue to climb and Toyota evolves with the market, the Highlander looks set to remain a top-tier choice in the midsize SUV segment. Its popularity is backed by concrete performance metrics, satisfied owners, and an enduring commitment to quality that’s hard to match in the modern automotive landscape.
If you’re in the market for a versatile, fuel-efficient, and well-rounded midsize SUV, the Toyota Highlander may well be the most balanced option available today.
What has contributed to the Toyota Highlander’s popularity in the SUV market?
The Toyota Highlander has gained widespread popularity due to its strong reputation for reliability, which is a hallmark of the Toyota brand. Consumers appreciate its durable build quality, low long-term maintenance costs, and consistently strong resale value. These factors make it a favorite among families and long-term vehicle buyers who prioritize peace of mind and cost-effective ownership.
Additionally, the Highlander offers a well-rounded package that includes a spacious three-row interior, user-friendly technology, and a smooth ride. Features like Apple CarPlay, Android Auto, and an intuitive infotainment system across many model years add to its modern appeal. Its hybrid variant further enhances its draw by offering improved fuel economy without sacrificing power, making it competitive in an eco-conscious market.
How does the Toyota Highlander compare to its competitors like the Honda Pilot and Ford Explorer?
Compared to the Honda Pilot, the Toyota Highlander often presents a more premium feel with its available hybrid powertrain and a quieter cabin. While both SUVs offer excellent reliability, the Highlander’s hybrid model stands out with superior fuel efficiency. The Pilot, however, may offer slightly more cargo space and a lower base price, giving it an edge in value for some buyers.
Against the Ford Explorer, the Highlander holds its ground with better overall fuel economy, especially in hybrid form, and a reputation for long-term durability. The Explorer, on the other hand, offers more engine options, including a performance-focused ST variant, which appeals to drivers seeking sportier handling. Ultimately, the Highlander’s strong safety ratings, proven dependability, and versatile family-friendly features set it apart in the midsize SUV segment.
What are the key features that make the Toyota Highlander appealing to families?
The Toyota Highlander is specially designed to meet the needs of growing families. With seating for up to eight passengers in some configurations and a spacious three-row layout, it provides plenty of room for both people and cargo. The second row offers generous legroom and easy access to the third row, making it a practical choice for families with young children or those who frequently carpool.
Interior comfort and safety features also contribute to its appeal. The Highlander includes a comprehensive suite of driver assistance technologies, such as Toyota Safety Sense, featuring lane-keeping assist, adaptive cruise control, and automatic emergency braking. Entertainment systems with rear-seat displays, available Wi-Fi, and multiple USB ports ensure that passengers stay connected and entertained on long trips, enhancing its overall family-friendliness.
How reliable is the Toyota Highlander over time?
The Toyota Highlander has consistently ranked high in reliability among midsize SUVs. Owners report fewer mechanical issues over time, and routine maintenance tends to be straightforward and affordable. Many Highlanders have been known to surpass 200,000 miles with proper care, contributing to the vehicle’s strong presence in the used car market. Its hybrid variants also maintain a solid reputation for reliability, with few reports of major powertrain issues.
Consumer Reports and J.D. Power have both praised the Highlander for its dependable performance and minimal repair needs. This reliability not only saves owners money in the long run but also boosts the vehicle’s resale value compared to less consistent competitors. For buyers looking for a long-term investment, the Highlander’s track record makes it a compelling option in the SUV class.
What trim levels and configurations are available for the Toyota Highlander?
The Toyota Highlander offers a variety of trim levels, including the base L, LE, XLE, XSE, Limited, and Platinum. Each trim delivers a different combination of luxury, performance, and technology, allowing buyers to choose based on their specific budget and preferences. The availability of both front-wheel drive and all-wheel drive systems provides further customization for different driving conditions.
In addition to trim differences, the Highlander is offered with both a standard V6 gasoline engine and a hybrid powertrain. The hybrid option pairs a four-cylinder engine with electric motors and achieves significantly better fuel economy. Inside, higher trims feature upscale materials, premium audio systems, leather upholstery, and advanced climate control options, making Platinum and Limited trims especially appealing for luxury-focused buyers.
How does the Toyota Highlander perform in terms of fuel economy?
The Highlander’s fuel economy varies depending on engine configuration. The standard 3.5-liter V6 engine generates 295 horsepower but returns an EPA-estimated 21 mpg in the city, 25 mpg on the highway, and 23 mpg combined. These figures are respectable for a vehicle of its size and power output but are slightly below some fuel-sipping competitors.
In contrast, the Toyota Highlander Hybrid uses a 2.5-liter four-cylinder engine paired with electric motors, achieving up to 36 mpg in combined driving. This makes it one of the most fuel-efficient three-row SUVs available. The hybrid’s efficiency, combined with Toyota’s reputation for reliability, makes it particularly attractive to urban commuters and environmentally conscious buyers who still need ample interior space.
What do consumers say about owning a Toyota Highlander?
Consumer feedback on the Toyota Highlander tends to be overwhelmingly positive, especially regarding comfort, reliability, and ease of use. Owners frequently praise its smooth ride, quiet cabin, and strong resale value. Families particularly appreciate the spacious interior and abundance of tech features that enhance both daily commuting and weekend road trips.
Some mild criticisms include the lack of rowdy acceleration, especially in the hybrid version, and the somewhat basic infotainment interface compared to luxury rivals. However, these concerns are generally viewed as minor trade-offs in light of the Highlander’s dependable nature, low maintenance, and high safety scores. Overall, personal reviews highlight the Highlander as a top choice in the midsize SUV class for long-term satisfaction.