It all depends but so far I see Toyota's starting level of content to be on the low side.
I noticed that looking at 2018 LEs. Some of them had steelies and hubcaps, but most of them had aluminium wheels. I get most may have been 'LE Upgrade' packages?
At any rate, all of the 2017-2018s have roof rails. Argh.
It seems like technology has jacked up the prices of cars and simultaneously made them into less reliable surveillance devices masquerading as your property. Throw out everything but the safety tech (ABS, Stability Control, AWD modes, collision detection, BSW), insulate the things a bit better, and let us focus on driving.
Cars shouldn't be $50,000 / 84 month debt rolling entertainment centres for people with ADHD, or personal data collection devices for manufacturers. They should be cars. You don't fall in love with a power liftgate or a wireless charger over five to ten years. You fall in love with function, dependability, serenity, handling, and simple elegance. Like fine art or photography, the beauty of a great vehicle is what's left when you take all the distractions away. And great Engineering IS art.
But I sympathize with the manufacturers, if endless debt and irreducible complexity is what customers really want. However, I heard the median new car buyer is about 50 years old. Why do you figure that is?
To put some bread on top: Toyota should be commended for the D4S tech and the 8 speed auto, as well as the fixed first gear in the new CVTs, the iMT manual in the Corollas, and the improvements to its AWD systems. These and the full size spare well in the Rav4 may have me buying one even though I'm mad about them robbing my roof rails. However, every time I get bumped up the 'Build & Price' lineup and get the $42,000 to $46,000 sticker slap at the end, I think 'I won't spend this kind of money to get roof rails', and go on to look at base Foresters, Outbacks, and CX-5s.