TORRANCE, CA - Toyota Motor Sales (TMS), USA, Inc., has announced new manufacturer's suggested retail prices (MSRP) for the all-new 2010 4Runner sport utility vehicle (SUV), 2010 Land Cruiser full-size SUV, and 2010 Venza sedan. MSRP adjustments were also announced for the 2010 Prius hybrid and Tacoma pickup truck.

Prices for the all-new, fifth-generation 4Runner will range from $27,500 for the SR5 grade 4x2 with a four-cylinder engine to $39,800 for the Limited grade 4x4 V-6. The 2010 4Runner starts with a price point more than $1,000 less than the current generation's lowest price model. The 2010 4Runner equipped with the V6 will begin arriving at dealerships in late October/early November. The 4x2 SR5 model with the 2.7L L4 will arrive in early January 2010.

The 2010 Venza will carry a base MSRP that will range from $26,275 for the four-cylinder front-wheel-drive model to $29,550 for the all-wheel-drive V-6, reflecting an increase of $300, or  an average of 1.1 percent. The Venza adds a USB port for iPod connectivity, hands-free phone capability, and music streaming via Bluetooth wireless technology as standard equipment on all audio systems. The USB port allows the user to control the iPod through the Venza's audio unit and steering wheel controls.

The 2010 Venza will begin arriving at dealerships in early November.

The 2010 Land Cruiser will carry a base MSRP of $65,970, an increase of $1,215, or 1.9 percent. For 2010, Land Cruiser will come standard with Toyota's Safety Connect system. The Land Cruiser audio system adds a standard USB port for iPod connectivity through an auxiliary music source, and Bluetooth wireless technology. More changes for 2010 include grey factory privacy glass tint added to the rear hatch and rain-sensing windshield wipers. Land Cruiser will begin arriving at Toyota dealerships in late October.

All 2010 Tacoma pickup trucks will receive a price adjustment increase of $175, or an average of 0.8 percent.  The base MSRP will range from $15,345 for the Regular Cab four-cylinder 4x2 with a five-speed manual transmission to $27,250 for the Double Cab long bed 4x4 V-6 with a five-speed automatic.  The new MSRPs will become effective on November 2, 2009.

The base MSRP on 2010 Prius models II, III, IV, and V will be adjusted to reflect an increase of $400, or an average of 1.6 percent. Base prices for the Prius will range from $22,400 for the Prius II to $27,670 for the Prius V.  The new Prius MSRPs will take effect with all U.S. port arrivals on or after October 18, 2009.

Pricing for the Prius I model, which will now be made available in limited quantities to fleet buyers, will remain unchanged at $21,000. The Prius I model will come equipped with all of the standard features of Prius II, less: Cruise Control, Touch Tracer Display, Smart Key, EV mode, a rear wiper, rear tonneau cover, heated side mirrors, satellite capable radio and antenna and satellite capable radio, rear armrest with two cup holders, two rear-door speakers, rear heater duct, passenger-seatback pocket, foldable rear headrests and underbody spoilers and spats.