I have a 2011 Rav4 Limited. Bought it the end of January when I traded in my 2003 Ford Escape (which I loved).
I looked at several cars in this class (RAV4, Escape, Sportage, CRV, Rogue) etc. I have a 40 mile commute each way so some features that may be important to me may not to you.
Pros:
-Handling. It drives so nice, just like our Corolla. Huge difference from our Escape. I believe it shares the same base as a Corolla.
-Price. Several other brands would not negotiate price. There is a lot of RAV4 inventory out there, so you should be able to negotiate a fair price.
-Size. It is HUGE inside. Tons and tons of room in the back seat and truck. I think it is definitely bigger than my Escape.
-Visibility. It has great visibility for the size.
-The Toyota Cares maintenance for the first 2 years/25,000 miles is a nice perk
Cons:
-Spare tire. I still hate the look of it.
-Rear door. I hate that it swings out. Didn't realize how much I would hate this, especially when loading groceries in the rain.
-Trunk space kind of slants backwards. Stuff really slides around back there.
-Options. I had to bump all the way up to the Limited model to get the options I really wanted (Sat radio, blue tooth, power drivers seat, etc which I found to be necessary on my long commutes). There wasn't much ala-carte pricing. To be fair though, I had this problem on all the makes except the Ford and Kia.
I do really like all the extra features on the limited model though (heated seats, dual auto temp control, premium sound, etc) and thought the price differential was worth it. Plus they don't sell as many Limiteds and they were really willing to negotiate price. I found that Toyato dealerships pretty much carry vehicles with the same options installed on all the lots so it was easy to find the exact vehicle I wanted at each dealership and do the internet quotes that way. All the Toyota dealerships (we have 6 within 45 minutes of us) got back to me right away with quotes and it was very stress free way to buy the car. Kia was awful by the way to deal with even though we really liked the Sportage.