Toyota Canada's profits will fall in Canadian dollars, however, profits for the head office in Japan may not fall due to appreciation in the Canadian currency. Canada's dollar has risen almost 20 percent against the Yen in the past year. This means that Toyota has been enjoying healthy profit gains due to exchange rates moving in it's favor.

Toyota is hoping to keep it's profits the same or higher by making up for lost margins through volume. Canada's auto industry is under much pressure for price reductions as consumers call for fairer pricing to match the rising Canadian dollar. Typically cars sold in the United States, including Toyota models, are cheaper than those sold in Canada. With the US and Canadian dollars at near parity consumers feel that such large price discrepancies are unwarranted.

Lower pricing does not affect some of the most popular Toyota models such as Corolla, Camry, Matrix or Prius Hybrid. Other models such as the Yaris, Sienna and Lexus GX will all benefit from price reductions. The Yaris will have a price reduction of $750. The Sienna will have it's base model price reduced by $2,350 to $29,400. The Lexus GX will have it's msrp reduced by $8,100 to $68,500.