Well the trail edition is a hot seller since when they come in they are gone in a few days.
This is why the rental agencies have trail editions. Super easy to sell for almost new value after a year of rental use.
I don't think the special editions cost much more. Most of the parts are just "Toyota parts bin" stuff.
What I'd like:
1. Turbo v6 with 400hp 400ftlbs, 23mpg
2. 8-10spd auto
3. 4:1 transfer case (although the auto could have 1 super low gear and stick with the 2.6:1
4. Aluminum body - drop 5-700lbs
5. Standard features from even cheap Hyundai economy cars or better yet everything my RX350 has that doesn't add significant weight: Smart Key, auto headlights, heated rear seats, parking sensors, adaptive cruise control, HID turning headlights,
Accessory switches built in - see Ford trucks for example
Dream List:
Panoramic roof ala Range Rover Evoque - but removable. The RR is damned near a convertible if the glass was removable. That and removable doors (I can do this on my own and/or add half doors) and its competing pretty directly with the wrangler.
Front body mount re-design so at least 33's fit with no or minimal lift and 35s' with 3" lift. And bigger stronger front differential to handle it.
Front e-locker.
Built in winch tray behind bumper and quick release front bumper cover.
Roof structure that supports a decent rack - 1000lb load rating.
Ambulance doors with roll down windows!!!
Factory rock sliders
I don't want a diesel, but it would be a nice option. The diesel SUVs on the mkt right now are both slower, dirtier, and more expensive than their gas counterparts. I would love Toyota's 4.5L v8 turbo diesel, but it would be $10K+ more and probably not do anything a 3.5 0r 4.0L twin turbo gasser would other than mpg, but the mpg will never break even due to the high cost of diesel fuel, urea, etc. I'd rather have a lite hybrid with a capacitor.