Why does the Toyota Highlander have a higher price than other SUVs in its class?

I am interested in purchasing a Toyota Highlander, but I noticed that it is significantly more expensive than other SUVs in its class. Can someone explain the reasons behind this price difference? Is it worth paying the extra money for the Toyota brand?

The Toyota Highlander is known for its reliability, durability, and overall high quality. This results in a higher price point compared to other SUVs.

You are paying for the value and long-term benefits of owning a Toyota Highlander. It may cost more initially, but it will save you money in the long run.

Toyota has a reputation for great customer service and their vehicles hold their value well. This justifies the higher price tag of the Highlander.