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Other SUV to consider
The Prado's price and size positioning means it has very few direct competitors, but it does go up against a number of segment rivals in the mainstream and premium space.
Ute based off-roaders like the Ford Everest and Isuzu MU-X (as well as Toyota's own Fortuner) significantly undercut the equivalent Prado price and spec-wise, though the Prado's cabin is far more luxurious and refined and physically it's a bigger vehicle.
At the top end, the Prado Kakadu (at nearly $90,000 plus on-road costs) can be logically be cross-shopped against premium rivals like the Land Rover Discovery and Volkswagen Touareg. The new full-size Toyota LandCruiser 300 Series also starts at $89,990 for the base GX.
Compared to premium competition, the Prado loses out on engine performance, technology and refinement, though counters with Toyota's reputation for reliability, more rugged off-road credentials as well as a wider-reaching dealer and service network.