The strong Japanese Yen is making itself felt on this side of the Pacific Ocean as Japanese automakers continue to raise prices. Japanese automakers are facing an unprecedented change in their competitiveness – they no longer have a price advantage over the Detroit Three or Korean automakers. In fact, companies that are heavily dependent on Japanese production of components and vehicles have a price disadvantage amounting to thousands of dollars per vehicle.

The latest increase comes from Toyota, which announced that the Yaris sub-compact, Tundra full-size pickup truck and Sienna minivan all will be more expensive for the 2012 model year. Toyota had previously raised prices 1% – 2% in May. And thus far the price increases haven’t hurt Japan’s largest automaker, which is still recovering from earthquake induced shortages. When the revised Yaris enters its second generation this fall some of the price hike will be disguised with what’s said to be than $1000 of additional standard equipment, comparable to a Convenience Package-equipped current generation Yaris. Nonetheless, Yaris – the least expensive Toyota on sale in the U.S. – will start at close to $15,000.