Why, then, is there so much talk of affordability in the British market?
Over the last three decades, Toyota built its reputation around the most American of traits: durability, reliability, affordability.
"They promote affordability, accessibility, availability and acceptability of urban transport services improving the quality of life of its users," he added.
Any threat to the affordability of the tortilla worries the government, which four years ago faced street protests after a spike in prices.
