Toyota Sienna buying challenges - take a seat
My parents were in the market for a new minivan to replace their aging Nissan Maxima. One of the models they were considering was a Toyota Sienna. After going through the details on the company Web site, it looked like a Sienna XLE would be perfect. You could add leather, a sunroof, and—according to the Toyota Web site—a memory driver's seat.
That memory seat is important to my parents; my mom is a foot shorter than my dad, and they love having the feature on their 1999 Chrysler Town and Country Limited. Configuring the Sienna in this way works out to be considerably cheaper than buying a $36,000 Sienna Limited. Honda forces you into a $40,000 Odyssey Touring to get the memory seat, and Chrysler requires a Town and Country Limited that stickers at $37,000 (with a sunroof to equal the configuration).
Then it came time to buy the Sienna. On its Web site, Toyota says the Sienna is available with a "Convenience Package," which includes the memory seats. Various online price guides and a bimonthly pricing reference book that we have in the office list an option package "SR" with that feature. So, add the value package #1 (which gets you leather) and either one of these packages, and we're in business.
Not so fast. Go to the Toyota "build your own" section of the Web site and you find that the configurations available match those limited configurations ordered and stocked by your local Toyota distribution network. None of those configurations had the memory seat package, and most had a DVD player—something my parents didn't want.
Toyota's Web site isn't lacking disclaimers about this. At the bottom of the detailed options page is this basically-ignore-everything-you'll-read-above-about-the-options note:
"Toyota strives to build vehicles to match customer interest and thus they typically are built with popular options and option packages. Not all options/packages are available separately and some may not be available in all regions of the country. If you would prefer a vehicle with no or different options, contact your dealer to check for current availability or the possibility of placing a special order."
So we did what the disclaimer said: we contacted dealers to check on the "possibility of placing a special order." The folks contacted their local dealers while I tried mine.
One dealer told my parents that it was "no problem" and they'd have the van in a few weeks. Another dealer said, "You'll wait eight months to get that van." I had a very helpful salesman at a third dealer search through all of the Sienna XLE's available. He found none with the desired package, a sign to him (confirmed by the sales manager) that it wasn't likely we'd get one. A fourth dealer told me they "could order almost anything Toyota sells," asked for some time to confirm, and then didn't get back to me.
After a week of this, my dad was livid, basically swearing off Toyota. It doesn't really matter that, with incentives, a Sienna Limited works out to be the cheapest way to get a minivan with that memory seat. On the flip side, the dealer who sold him his Chrysler was willing—and able—to special order him a Chrysler with any available option. No hassle, no calling four dealers.
A brief search on Siennaclub.com confirmed that my parents aren't alone in their frustration. Funny thing is, Toyota knows they have a problem. Jim Lentz, the president of Toyota Motor Sales, U.S.A., Inc., in the February 18th issue of Automotive News addressed the discrepancy between various parts of Toyota's Web site: "We create different names for the same thing."
He admitted that Toyota is as guilty as other automakers of stressing out consumers, according to the Automotive News article.
Thing is, Honda doesn't stress out Odyssey buyers; you either buy the trim level that has what you want, or you don't. Chrysler doesn't stress them out either; once you select a trim level, you can pick and choose the options you want.
We'll probably see a redesigned Sienna for 2009, I just hope it includes a redesign of the options structure. In the end, my parents didn't buy anything—the Maxima is still chugging along.
—Tom Mutchler
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