#Pricing

As we told you last fall, Lexus took a hatchet to the price of its hybrid NX crossover for 2018, greatly narrowing the gap between it and its NX300 sibling. The model’s entry price fell by more than $2,000, essentially making the hybrid powertrain a $950 option on an all-wheel drive NX.

It’s not a strategy designed to get more hardcore greenies into Lexus dealers; rather, it’s a way of swaying the modestly eco-minded into springing for that all-important “h.” Despite early signs of success, Lexus is holding off on taking its pricing gambit brand-wide.

We did it! Thanks to the modern obsession with larger vehicles and opulence, domestic luxury brands are taking off like a rocket. It’s going so well, in fact, that American automakers are starting to steal market share from high-end import manufacturers. Of course, this is only applicable to SUV and crossover sales.

As you know, sedan sales are losing ground to their high-riding counterparts. While this hasn’t resulted in the obliteration of the passenger car market, despite claims to the contrary, those vehicles are being massacred by wayward consumers. Sedans are becoming passé and this has allowed sport utility and crossover vehicles to amass a significant portion of the pie.

Nowhere is this more apparent than in the luxury market. The rapid growth of the luxury truck segment has substantially increased the United States’ share of domestic models sold with an average transaction price of $60,000 or more. Apparently, the inarguably phenomenal Mercedes-Benz S-Class doesn’t have jack squat on the GMC Yukon Denali.

Suck it, cars.

Subaru’s new range-topping crossover just dropped its pricing list, adding a new entry in the remarkably tight base MSRP battle waged among three-row Japanese midsizers.

The 2019 Ascent, a seven- or eight-passenger crossover with familiar styling and unsuspectingly large dimensions, doesn’t seem worried by the healthy sales enjoyed by its competitors, and certainly doesn’t feel the need to arrive at dealers this summer with a discount tag hanging from its sleeve.

In fact, its base price tops that of three well-established rivals.

We’ll have to wait until Nissan releases pricing for its weirdly named Kicks before we can declare the 2018 Hyundai Kona the least-expensive subcompact crossover in America, but that’s the way it is for now.

The Korean automaker released its pricing list for the Kona on Wednesday, revealing a vehicle that undercuts every one its American and Japanese rivals in entry cost. Starting price for a Kona? $20,450 after delivery for a front-wheel-drive SE model.

Volkswagen’s pre-dieselgate “take over the world” scheme appears to have returned in a smaller, more manageable form. Now, VW’s plan is simply to plunder the compact crossover segment — not an easy task, given the fierce competition.

The automaker’s strategy involves spanning the segment with two vehicles carrying the name badge. The old, criticised-for-its-size Tiguan continues on as the Tiguan Limited, while the new-for-2018 next-generation model ferries three rows of passengers on a nearly 11-inch longer wheelbase. Now, we learn of Phase 2 of VW’s plan. Chop the price.

It wasn’t the elegant S90 sedan or oddly seductive V90 wagon that heralded Volvo’s return to the top of its game — it was the earlier XC90 SUV, specifically the upright and self-assured second-generation model.

Now that it’s no longer the newest vehicle in the stable (thanks to a product surge fueled by Chinese dollars, it’s quickly becoming the oldest), the XC90 enters 2018 with an extra dose of value.

Newly restyled for its 2017 debut, the fifth-generation Land Rover Discovery rock crawls into 2018 much the same, save for pricing, new standard and available content, and the wider availability of a powerplant with a bad global reputation.

Not to say that Jaguar Land Rover’s 3.0-liter diesel V6 is a bad motor — rather, that all oil-burning engines have taken an image hit since Volkswagen’s recent naughtiness. Still, Jaguar Land Rover is enjoying surprising success with its diesels in the United States, so it’s not entirely surprising to see a powerplant known for stump-pulling torque setting up shop in another off-road focused model.

Denali. It’s the Ford LTD of trims. Just take an existing model, add a dash of content and a sprinkling of chrome, and boom — a significantly inflated MSRP and legions of willing buyers. So impressed by GMC’s Denali sub-brand was Buick, executives decided it needed one of its own.

Enter the Avenir sub-brand, which serves as the top trim podium for the redesigned 2018 Enclave. Not only is Avenir designed to milk larger volumes of dollars out of existing Buick products, it’s also meant to draw more eyes to the brand — something Buick needs now, not later.

Still, despite its high expectations for the Avenir experiment, Buick knows it can’t come in too hot.

Munich HQ has huge expectations for the third-generation BMW X3. The X3, after all, was the vehicle that ignited the compact luxury SUV craze, the vehicle that spawned competitors such as the Audi Q5, Acura RDX, Mercedes-Benz GLK/GLC, Volvo XC60, Lexus NX, and Porsche Macan. Surely the X3 has the power, the might, the capacity for sales domination, right?

“We created that segment,” BMW CEO Harald Krueger said in July. “The No. 1 approach and target I clearly have is, there shouldn’t be anyone besides us who is No. 1.”

“If somebody on my team is not performing to that, well, he has a problem,” Krueger says, making clear to BMW USA’s Bernhard Kuhnt that greater global production of the X3 will mean greater allocation, which had better mean greater U.S. sales.

BMW will not, however, seek to achieve the lofty sales goals by introducing the 2018 X3 with a price that undercuts its key rivals.

George W. Bush was finishing his second year as president of the United States when Toyota reported 434,145 Camry sales in calendar year 2002. No other passenger car generated more U.S. volume that year.

Or the next year. Or the next. Or the one after that. In fact, the Toyota Camry’s reign as America’s best-selling car continued for a decade and a half, stretching from 2002 through 2016.

Unless the launch of the all-new 2018 Toyota Camry results in a superior final third of 2017, however, Toyota’s tenure atop the leaderboard will end this year. Ahead of the Camry by 1,153 sales through the first eight months of 2017 is the Honda Civic.

With 2018 Civics arriving in Honda showrooms on October 3, 2017, Honda is determined to leave well enough alone. The recipe is unchanged. Honda will not mess with success.

Let’s face it. Most American car buyers in 2017 don’t actually want cars. You know, the traditional passenger car. Most car buyers who actually want cars don’t want full-size sedans built by mainstream sedans. And among the few car buyers who actually want full-size volume brand sedans, the overwhelming majority — 99 percent, in fact — do not want a Kia Cadenza.

The U.S. market is about to get a lot more difficult for the Kia Cadenza, which is currently priced from $32,890. Admittedly more powerful than the forthcoming 2018 Kia Stinger, the Kia Cadenza is a nearly five-year-old front-wheel-drive luxury barge in a semi-attractive Kia body.

The 2018 Kia Stinger, on the other hand, is a flashy new cut-price sports sedan hatch, a model deserving of some anticipation that’s priced from $32,795, or ninety-five dollars less costly than the chronically unpopular Kia Cadenza.

Bolstered in its fight against all-new editions of key rivals from Toyota and Honda with the standard fitment of automatic emergency braking and forward collision warning, the 2018 Nissan Altima’s price rises by only $240 compared with the outgoing model.

The base 2018 Nissan Altima 2.5 S rises a few ticks above $24K to $24,025, including destination and handling charges. The Altima continues with a 179-horsepower 2.5-liter four-cylinder linked to a continuously variable transmission.

Given the era in which we live, it’s not surprising to see a more significant price increase for the lone remaining V6 model — the sportier 3.5 SR is dead.

For the 2018 model year, your local Blue Oval dealer will sell you an India-built Ford EcoSport Titanium AWD, with a handful of options, for $29,960.

Yes, that’s an uncomfortable MSRP for the funny-looking, tippy-toe-styled EcoSport, which Ford likes to pronounce echo-sport as if it’s a particularly athletic Toyota subcompact sedan circa 2003. But the entry point for Ford’s new entry-level crossover is much, much lower. At $20,990 including delivery — a 16-percent discount compared with the Ford Escape S — a 2018 Ford EcoSport sends power from its 1.0-liter turbo triple to the front wheels through a standard six-speed automatic transmission.

Mazda is increasing the base price of its CX-9 flagship by $610 for the 2018 model year.

With more standard safety kit, Mazda’s $32,460 2017 CX-9 (after delivery) now becomes the $33,070 2018 Mazda CX-9.

But can Mazda, which sells the CX-9 at a slower rate than essentially all of its competitors, operate at an even higher price point? The second-generation Mazda CX-9 was already priced at a premium: $775 more than Pilot, $835 more than Highlander, $1,210 more than Pathfinder, $1,370 more than Durango, $1,585 more than the 2018 Traverse.

Mazda doesn’t seem terribly bothered. The majority of CX-9s sold in America are already top-spec Grand Touring and Signature models, higher-margin vehicles that are helping Mazda slowly craft an image as a premium mainstream brand, buoyed along by Driver’s Choice commercials and, as we can see now, CX-9s with $33,070 base MSRPs.

The allegedly rugged and especially outdoorsy version of America’s best-selling utility vehicle will be priced below the top-of-the-range for its debut model year. The 2018 Toyota RAV4 Adventure starts at $28,695, according to CarsDirect, which places the higher, more tow-ready RAV4 above the SE but below the XLE in Toyota’s compact crossover lineup.

Toyota has already sold 269,835 copies of the RAV4 in the United States through the first eight months of 2017, easily a record start for the RAV4 that appears destined to fulfill Toyota’s forecasts by cresting the 400,000-sale marker by the end of the year. The RAV4 Adventure, Toyota predicts, will generate 40,000 annual sales, though it will surely be stealing some of those buyers from other parts of the RAV4 lineup.

The RAV4 Adventure does not, however, come standard with all-wheel drive. Yet unlike other RAV4 variants, where the cost of all-wheel drive ranges from $915-$1400, the RAV4 Adventure’s optional all-wheel drive will add just $700 to the MSRP, CarsDirect says.