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Some SUVs are destined for greatness right off the production line. We can think of a few Toyota SUVs that were not destined for greatness, like the C-HR. But if we are honest, the 2024 Toyota Grand Highlander got most of the details correct immediately, and shoppers seem to agree with that sentiment. Though we don’t have all of the data yet, the Grand Highlander hit the ground running and was one of the best-selling large SUVs right from the start.

The 2024 Toyota Grand Highlander front end
The 2024 Toyota Grand Highlander | Toyota

To be fair, the 2024 Toyota Grand Highlander sits in a not-so-crowded segment. Compared to small or midsize SUVs, there are really only eight or so large SUVs to choose from. Most of these are very old nameplates like the Chevy Suburban and Ford Expedition.

GoodCarBadCar doesn’t have all the numbers yet because some automakers only report quarterly. However, we can see large SUV sales through September and a few for October. Toyota sold 159 Grand Highlanders in the first month and 5,377 in the second month, coming in behind the Chevy Tahoe and the GMC Yukon.

Large SUVsJuneJulyAugustSeptemberOctober
Chevy Suburban5,6263,8734,1834,028
Chevy Tahoe9,8798,8399,5469,193
Ford Expedition6,9704,7536,9235,3854,704
GMC Yukon7,5196,7817,3247,053
Jeep Wagoneer2,7272,3232,5092,416
Nissan Armada1,9971,4531,5691,511
Toyota Grand Highlander1595,37710,1777,571
Toyota Sequoia1,6392,4452,1291,976
Large SUV sales in the second half of 2023

That is pretty impressive for a brand-new SUV, especially a large one. Most shoppers are looking for smaller or more compact options. Toyota also has the Sequoia in this segment, but it isn’t a very high-volume vehicle. I’m not sure why the Sequoia isn’t a bigger seller. When I drove it a few months ago, I found it was ridiculously capable and comfortable. It was actually my vote for Best Driving Experience for the MotorBiscuit vehicle awards; that’s how much I liked the ride. Alas, I think you have to take the Sequoia for a drive before understanding the Sequoia.

2024 Toyota Grand Highlander price is reasonable

The 2024 Toyota Grand Highlander back end
2024 Toyota Grand Highlander | Toyota

By the time the 2024 Toyota Grand Highlander hit dealership lots in September, shoppers were clearly drawn to this model over others. Starting at $43,070 for the base model, the three-row SUV is quite affordable. A fully loaded Hybrid MAX Platinum is $58,125.

Numbers for the other large SUVs were down slightly over the month before, with only the Sequoia selling more in September than in August. Sales for the Chevrolet Suburban were down only 155 units, while the Tahoe was down 353 units. For the Grand Highlander to sell 10,177 units in its fourth month on the market is pretty impressive.,

So far, it means Toyota has sold 23,284 Grand Highlander SUVs and has only been on the market for five months. Since Toyota didn’t report any numbers for August, it could mean the 10,177 is split between the two months. Either way, 23,000 units in the first few months on the market is a pretty good start. The Chevy Tahoe and the GMC Yukon have a pretty big head start on the Grand Highlander. Both large SUVs have been on the market for a very long time and have a large fan base to go along with that.

Toyota offers a lineup of great SUVs for 2024

Inside the cheapest large SUV
Inside 2024 Toyota Grand Highlander | Toyota

Toyota has an extensive lineup of SUVs and crossovers for 2024, even without the Grand Highlander. There is the Highlander, Highlander Hybrid, bZ4x, and the Sequoia. Toyota’s RAV4 comes in a standard gasoline option, along with a hybrid and plug-in hybrid model called the RAV4 Prime. There is the Corolla Cross, Corolla Cross Hybrid, the 4Runner, and even the Venza (which is a hybrid). Toyota also offers the Grand Highlander with a hybrid powertrain. I’ve driven most of Toyota’s SUVs for 2023, and the regular Highlander was a great ride. Though I haven’t had the chance to drive the Grand Highlander yet, I can imagine it sets the bar pretty high.

Most brands can’t compete with Toyota’s reliability history, and the 2024 Grand Highlander will hopefully be one of those noteworthy models in the future. Even though it hasn’t been for sale that long, this three-row SUV has had a pretty good start. When drivers consider reliability and dependability important factors, starting with Toyota makes sense.


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