By on May 10, 2017

2017 Nissan Rogue SL AWD Palatial Ruby Front Quarter, Image: © 2017 Chris Tonn

America’s insatiable crossover thirst has made the Nissan Rogue — a relative newcomer to the segment — a sales juggernaut and a top rival to the likes of the Toyota RAV4 and Honda CR-V.

As summer approaches, two of those vehicles are undergoing a sales strategy shift to better position the models against each other. No, one of the models isn’t the new-for 2017 CR-V. Nissan and Toyota, however, hope to draw in more customers by tweaking prices and content on the Rogue and RAV4, though the two automakers are going about it in very different ways.

According to car shopping website CarsDirect, Nissan has outfitted all versions of the Rogue with standard automatic emergency braking, rear cross-traffic alert, and blind spot warning. The changes will appear on vehicles marked as 2017.5 models.

Before the change, buyers would need to move from a base S to a SV before the latter two safety aids became standard kit. Finding a Rogue with AEB meant sourcing a high-end SL with Premium Package. Of course, the upgraded content comes at a price. For the upgraded models, a base S will add $620 to the after-delivery price, reaching $25,380. Other Rogues will see $400 tacked onto the MSRP.

That sets up an odd tug of war on the Nissan lot, as the 2017 model already carries $2,000 in incentives. Deals could be had if Nissan decides to further sweeten the pot to clear out older models.

2018 toyota rav4 adventure

Over at Toyota, RAV4 prices are dropping, not rising. The automaker has shaved $500 from the base LE, for an after-delivery price of $25,370 — ten bucks less than the base Rogue. However, larger savings are found as you move up the trim ladder.

The mid-year update sees the price of a XLE drop by $1,350, while the SE receives a $1,195 price cut. A Limited model will cost $925 less, but nothing changes at the Platinum level. While Nissan is raising prices and adding standard content, Toyota has taken the exact opposite approach, temping buyers with lower prices but jettisoning some content. Missing from mid-year LE and XLE models are roof rails, which now become optional.

The XLE also loses its upgraded stereo system and guide lines on its backup camera. Newly missing from the SE is a power liftgate, Smart Key and blind sport monitoring with rear cross-traffic alert, while the Limited drops its front and rear sonar.

To make up for the loss of standard features, Toyota plans to offer customers discounted “Extra Value Package” that bundle many of the goodies together for a lower price. If a reasonably loaded RAV4 is a buyer’s goal, it’s likely they can achieve it without moving up the trim ladder, saving money in the process.

[Image: © 2017 Chris Tonn; Toyota Motor Corporation]

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21 Comments on “Price War: Mid-Year Changes Coming as Two Rival Crossovers Battle for Sales...”

  • avatar
    SCE to AUX

    Nissan will rightfully claim they’ve added standard safety features, while Toyota has made them harder to acquire. I can see the comparative chart already.

    TTAC is that you’ll never find one of those stripped Toyotas on the lot.

  • avatar

    How much for the RAV4 ADVENTURE?

  • avatar

    Prices are outrageous to begin with.

  • avatar

    It’s about time more manufacturers stopped making the cars so that only people who buy high end models get safety equipment. the japanese have been leading the way on this, while GM does the opposite. A new Buick Envision starts at 35K but if you want automatic emergency braking, it will cost you $51k!

    • 0 avatar

      If you shop like we did you can find a 2016 Buick Envision Premium ll with Driver Confidence Package that was car show/executive driven with 3,000 miles for mid $30’s like ours with panoramic roof($49,320 msrp). That’s quite deal compared to new. Haven’t had a chance to test the auto stopping but it does park itself and will boucle off the edges of the lane going down the highway.

    • 0 avatar

      “It’s about time more manufacturers stopped making the cars so that only people who buy high end models get safety equipment.”


      Many years ago, Honda marketed their cars under the “Safety for Everyone” banner:

      What a concept!

      “American Honda Motor Co., Inc., is dedicated to applying advanced safety technologies to the full range of Honda and Acura products over the next several years through its ‘Safety for Everyone’ initiative. This industry-leading approach, applied regardless of the size or price of the vehicle, includes…”

      Yeah. Every safety feature that they had in 2003–all the airbags, the structural build, etc.–was going into every vehicle, from low end to high.

      Fast forward 15 years, and what happened to that? Why is that NOT a very very large part of Honda’s public face today? Why are random commenters on a random blog wondering why this isn’t a thing overall, instead of wondering why the rest of the industry hasn’t followed Honda’s continuing lead in providing Safety for Everyone?

      The economy crashed and Honda pulled WAY back–on goodwill warranties, on initiatives like this, etc.

      And then the Koreans upped their game at the same time.

      And now Honda’s wondering what happened to their business, and why it’s so hard to sell cars compared to 30 years ago.

  • avatar

    Nissan Canada has up to $4500 on the hood of rogues – and their popularity still baffles me.

    • 0 avatar
      Arthur Dailey

      Why? For those looking for a vehicle in that segment they are competitive. Inoffensive exterior and interior styling, fairly large interior.

      • 0 avatar

        I’m offended by it. Its hidious, and not in a funky Subaru way. The CRV is the most handsome and grown up of the bunch.

        The only inoffensive one I see is the new Equinox. It strikes me as background music, not bad, but you hardly notice it. The Nissan sticks out like a sore thumb with its chrome V that is needlessly too thick, and its AutoZone looking LED DTRLs.

        • 0 avatar
          Arthur Dailey

          The grill ‘V’ is the Nissan signature.
          Looks are largely subjective and even change over time. For example current thoughts about the Aztec or Edsel.

          Saw a 2017 Rogue parked next to an F-Pace. Both in grey. From the side there was disappointingly actually quite little to distinguish between the two of them. ‘Her Indoors’ could not discern the difference and she probably falls right into the demographic most seen driving SUVs/CUVs. There is just not that much that a designer can do with current safety and ‘aerodynamic’ requirements to an SUV/CUV.

        • 0 avatar

          You know the redesigns are for the cuv leading Equinox/Terrain that are getting a resdesign that has led sales for most of the past decade.

    • 0 avatar

      I hate CUVs in general but I’ve always really hated the Rogue. It’s not so much the vehicle itself. I mean really, it just looks like any old dumb CUV. But it’s the way people drive them.

      I don’t know what it is but it just seems in practice to draw an a****** aggressive driver. They make the notorious yuppie BMW drivers of the 1990s look like a grandmother on her way to church in a slant six 1966 Belvidere sedan with no options. I guess if anybody needs added standard safety features, it’s them. I wonder if this was driven by a high death and injury rate.

      • 0 avatar

        With Mitsubishi gone, Dodge going, and even the Koreans marginally respectable these days Nissan has been left as the official marque of the sub 650 credit score.

        And their owners drive like it.

  • avatar

    My local dealer still hasn’t moved 4 of 5 Star Wars Rogue One. I fancy the dark blue or burgundy with premium caramel leather. The other colors forgettable.

  • avatar

    Toyota has long had poor packaging, one of the reasons I bought a Fusion over a Camry. Some, like myself, don’t want all the interfering nannies. The Rogue has too many complaints on its forums. The CR-V is a winner by default, but the new 2017, while greatly improved over the 2016, has teething issues Honda needs to address. Not worrying about mpg, I’d be looking at the 2017 Escape, solely because of the 245hp engine, mpg be damned. Sadly, mpg is the Escape’s greatest downfall, and just about every competing CUV in class beats the Escape in mpg.

  • avatar

    I like CUV s.

    I will not buy another car. EVER.

    Except V-8 Mustang GT dream car some day.

  • avatar

    Prefer sedans than a CUV but not in the market for a newer vehicle now. Eventually, may upgrade due to age as it’s beginning to get harder to get into/out of cars.

    IF I was, I’d consider:
    1. Toyota Rav4 Hybrid only, though the cheapish interior and smaller room for a 6ft person with wide shoulders may not be a good match.
    2. Honda CRV but would prefer a hybrid which may be released in the future.
    Turned off by Honda’s policy of lousy equipment and have to pay up to get features. Any wonder my family/relatives left Honda years ago!
    3. Nissan Rogue looks decent and is relatively roomy but ONLY in the current 2016-2017 models as the older ones did Not have much room for tall people with wide shoulders.
    Also, the performance and interior quality wasn’t that great then but noticed that Nissan included more standard equipment and improved interior quality and room.
    – I’d go for the hybrid version.

    Next vehicle won’t be for a couple of years but there should be more hybrid models in the future, esp. if its in AWD since I’m in the Northeast. Hopefully, their costs will come down eventually!

    EV vehicles… forget it unless it makes a range of 75-100 miles in 1 day and prices drop!!

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