MD, that's kinda the goal...get the buyers who are on the "cusp's" to move up to the next model in the line-up. Hence more profitability for the dealer and the company overall. The guy that had the RAV moves up to buy a Highlander, the guy that had the Highlander LTD. steps into the Lexus line. You'll notice that there will be an intended overlap in Toyota's pricing and programs to make these jumps feasible. It will be subtle to the un-observed but make no mistake that the intended goals of their pricing/program structure is well defined and intended. As a caveat, the customer who owned a RAV before will still be able to stick with that model as well as great trim/features/value will be there for them. Perhaps the price may be higher, but Toyota is rightly banking on the fact that they more likely than not had a pleasureable ownership experience. The goal being that the customer will strech to afford the Toyota as opposed to defecting to save a few bucks and possible have a vehicle with problems...
