Toyota Boasts of Grand Highlander’s Comfortable Space for Growing Families, Expects Sales Cannibalization with Smaller Highlander

Toyota’s Grand Highlander: The Solution for Growing Families


As families continue to grow, vehicles with more space become necessary. Automakers like Toyota understand this requirement and have designed cars to cater to these needs. Toyota plans to release an extra-large SUV, the 2024 Grand Highlander, to the American market that caters to families with growing children. Dave Christ, Toyota’s North American brand head, states that this new model will take over even if the sales of the current Highlander decline.

Arrival of the 2024 Grand Highlander

The 2024 Grand Highlander is arriving in US dealerships this summer. This eight-person people-hauler is two inches wider, two inches taller, and six inches longer than the current three-row Toyota Highlander. Toyota aims to make the rear seating of the Grand Highlander more comfortable by providing additional space. The larger room in the new model targets customers who need extra space due to their growing families.

The Cannibalization Issue

Dave Christ acknowledges the potential for cannibalization when the Grand Highlander hits the market. However, he also believes that the total volume of Highlander and Grand Highlander combined will be higher. The cannibalization will come from Highlander customers who would have opted for the new model if it was available before purchasing their current one.

Pricing Strategy

Toyota has set its pricing and trim strategies for the 2024 Grand Highlander to compete with other mid-market SUVs. The pricing structure for the larger three-row aims to avoid overlap with the smaller Highlander model.

Powertrain and Safety Features

The 2024 Grand Highlander’s standard powertrain is a 2.4-liter turbocharged I-4 engine, while the optional hybrid powertrains featuring 2.5-liter I-4 engines provide increased fuel efficiency and power. The larger model comes standard with Toyota Safety Sense 3.0, a suite of upgraded safety and driver-assistance features.

Cabin Amenities

The Grand Highlander’s cabin offers seating for seven with second-row captain’s chairs. The model comes standard with a new in-house-developed Toyota Audio Multimedia system, which operates mainly through voice prompts. Additionally, the car manufacturer ensures that families can travel together safely by providing a suite of advanced safety features such as dynamic cruise control, lane-keeping, automated headlights, and Proactive Driving Assist.


For families looking for a spacious vehicle, the 2024 Grand Highlander provides the necessary requirements for a comfortable and secure ride. The additional space provided by this model makes it convenient for larger families to transport their children and belongings without sacrificing comfort and safety. Toyota has designed a car that caters to the needs of growing families and can help them tackle today’s challenges.

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