There are plenty of 2010 Toyotas still out there, running great, if you want one. The market has instead demanded more different-looking cars (for variety), and generally larger vehicles with a higher riding position, not to mention newer creature comforts like air conditioned seats, and safety features like beeping at you when a car is in your blind spot and you try to change lanes.

The evidence that this is what the market demands is that Toyota is selling tons of new vehicles, despite the 2010 Toyotas still being available (used) for a lot less money.

> There are plenty of 2010 Toyotas still out there, running great, if you want one.

That's not my point. My point is that the billions poured into designing the three new generations of Toyota since 2010 did not have to be spent by Toyota.

But they did spend it, to design new cars, with little to no actual improvements, and so they have had to price their new cars appropriately, to recoup the cost.

What would a brand new Toyota cost today if billions of dollars were not spent in designing a whole new car, with all new incompatible parts, and all-new jigs? Would we still be looking at $40k for a brand new car?