
Usually, here at TireKicker, price gets discussed last...after a recitation of facts and opinions about the vehicle being reviewed. And then, it's base price, a rundown of the options, culminating in the bottom line.
Well, in the case of the Toyota RAV4 Sport, I'm going to work backwards.
$30,938.
That's right. Almost 31 large for a compact SUV. What can we do about that? Let's work our way up the options sheet:
$745 for delivery. Not really an option. It stays.
$359 for a VIP-RS3200 Plus security system. I'd feel like a dope if it got broken into or stolen and I'd cheaped out on $359. It's a keeper.
$750 for a towing reciever hitch. What on earth am I going to be towing in a RAV4? Lose it. Gets us down to $30,188, which is still too much money.
$199 for floor mats and a cargo mat. Yeah, I could probably do better going aftermarket, but they match and I'm not a cheapskate...I'm just trying to reasonably equip a reasonably priced RAV4. Keep 'em.
$70 for a light control system. According to the sticker, it turns your headlights on automatically. I can turn on my own headlights. Dump it. Now we're at $30,118.
$40 for daytime running lights. Hate 'em. Always have. Goodbye. Make that $30,078.
Ah, here we go: $1,550 for a Nav system. When TomToms and Garmin Nuvis are available for a couple hundred? When most new cell phones have a GPS navigation app? I don't think so. Saying no means losing XM Satellite Radio and mp3 capability, but a couple of aisles over from the portable nav units are combo XM recievers/mp3 players for less than $200. Strike this line item. New balance: $28,528 and counting.
$1,930 for the Premium Package. That's leather-trimmed seats, driver and front passenger heated seats, 8-way power adjustable driver's seat with power lumbar support and height adjustment. I say no for two reasons: One, because we're trying to get the price down here and two, because if enough people order this kind of stuff on RAV4s, they'll eventually be $40,000 and as big as Highlanders "because that's what buyers say they want." New number: $26,598.
$475 for an integrated back-up camera. In a big vehicle, where lines of sight are compromised by how high up you are, these are useful. I don't think a RAV4 needs it. Down to $26,123.
Last item: $220 for a roof rack. Lousy for aerodynamics, meaning noise and gas mileage. If you're a biker or other outdoors type and seriously need one, then you probably know where to find one perfect for your purposes and maybe at a better price. Goodbye.
Where are we? $25,903. Still a smidgen pricey, but it's well-equipped, has Toyota's reputation for reliability, high crash ratings and an EPA estimated 21 city/27 highway miles per gallon.
At this price, I'd be interested. At almost $31,000? No way.
UPDATE:
Drove the 4X4 version of the RAV4 recently with a base price of $26,530. Ouch. That means with nothing on it, it's now above what we whittled the front-wheel driver down to. And while this one wasn't quite as option-laden, it still rang up to $29,808 after delivery charges. Meantime, mileage drops to 19 city/26 highway.
There's growing competition in this segment...and by and large, it's less expensive. A couple of years back, you could justify the extra cost with a simple, "Hey, it's a Toyota". But right now, pennies count...to say nothing of thousands.