The 2023 Toyota Highlander is one of America’s best-selling three-row SUVs. It has a strong reputation for safety and reliability, which makes it appealing to families. The Highlander also has some nice variety in its lineup, which includes an efficient hybrid powertrain and various trims available with something for everyone.

How much does the 2023 Toyota Highlander cost?

The 2023 Toyota Highlander has a starting MSRP of $36,620, a bit higher than most of its rivals, like the Kia Telluride, Chevy Traverse, and Honda Pilot. However, the base L trim is well-appointed.

Standard features include a 265-hp turbocharged engine, LED headlights, tri-zone automatic climate control, Toyota Safety Sense 2.5+, and wireless Android Auto and Apple CarPlay. Upgrading to the LE trim ($39,020) adds blind-spot monitoring, LED fog lights, a power liftgate, a leather-wrapped steering wheel, and a power driver’s seat.

The most popular 2023 Toyota Highlander trim is the XLE model starting at $42,020. The Highlander XLE offers 18-inch wheels, wireless charging, SofTex faux leather upholstery, heated and power-adjustable front seats, and a universal garage door opener. A 12.3-inch infotainment system is available for an extra $735. The sporty XSE trim ($43,615) is similar to the XLE but has a sporty appearance package and a sport-tuned suspension system.

There’s a Bonze Edition ($46,380) that you can only get with the optional hybrid powertrain. This is also similar to the popular XLE trim but has a unique appearance package with bronze wheels and bronze accents, plus it comes standard with the 12.3-inch infotainment system.

The Highlander Limited ($46,275) also comes standard with the 12.3-inch screen plus additional premium features like 20-inch chrome wheels, a JBL premium audio system, leather upholstery, a digital gauge cluster, and front/rear parking sensors.

Here’s what a fully loaded 2023 Toyota Highlander costs

Finally, the top Platinum trim of the 2023 Toyota Highlander starts at $49,475. On top of what you get in the Limited model, the Platinum trim adds a 360-degree camera, a panoramic glass roof, a head-up display, heated and cooled front seats, heated second-row captain’s chairs, a hands-free power liftgate, rain-sensing wipers, and an adaptive front lighting system.

The 2023 Toyota Highlander Hybrid Platinum starts at $51,075 and gets a combined fuel economy rating of up to 36 mpg. According to EPA estimates, that price difference pays for itself in less than three years because of how much you’ll save on fuel. Adding AWD is an extra $1,950, and premium paint options like Moon Dust and Ruby Flare Pearl add $425 to the price.

If you get a 2023 Toyota Highlander Platinum with every option, including the hybrid powertrain, AWD, and premium paint, the MSRP comes to $54,785, including the $1,335 destination fee.

Is it worth the price tag?

The $50,000 range might sound like a lot to spend on any Toyota SUV. However, the Platinum model is the second most popular trim of the Highlander after the XLE. Toyota has found a market for a $50,000 Highlander, and the buyers are enjoying a premium three-row SUV at a discount compared to SUVs from luxury brands with a similar list of features.

Even though the price is on the higher end, it’s still pretty competitive in the borderline luxurious three-row SUV class. You’re definitely getting what you pay for, and if luxury branding doesn’t mean much to you, there may be something here for you.

To the right family, a fully loaded 2023 Toyota Highlander is well worth the cost.