I'm not sure where I read it, but Toyota apparently saves money in the USA by making optional features included in the base model. In the 90's and early 00's, US companies would churn out base models with crank windows, manual transmissions, etc. Toyota found it was cheaper to engineer/build cars with fewer options, especially one's that everyone chose anyway. And customers didn't feel nickle and dimed.
That makes sense to me. That's part of why the Model T was so cheap.
>Toyota found it was cheaper to engineer/build cars with fewer options, especially one's that everyone chose anyway
It's easy when you're Toyota and the overwhelming majority of your customers are middle class on up consumers.
When you're Nissan or Chrysler and you NEED to offer low MSRP stuff so your customers can just barely qualify for the loan or you're Ford and you NEED to offer base spec stuff for the fleet customers it's not so easy.
That makes sense to me. That's part of why the Model T was so cheap.