According to Don Esmond, Toyota’s senior vice president of automotive operations, “Highlander holds a unique distinction within the Toyota brand and within the industry. Along with the 4Runner and FJ Cruiser, it anchors one of the industry’s only three-vehicle, midsize SUV lineups. Equally important, along with Prius and Camry Hybrid, it is a key component of the industry’s only three-vehicle hybrid strategy.” Esmond goes on to say, “The 2008 Highlander takes the car-based SUV concept to a new level. I say that with conviction, because it’s a category we invented. As you can see, the new Highlander has raised the bar significantly.”