Toyota has tons of $$..but the advantage Jeep has is they cater to a specific market and that's SUV's. Ford at this point is taking risks and putting out some pretty well equipped vehicles out there and its paying off pretty well it seems....as this catches the eye of new customers in the market for a new vehicle.
I worked for Toyota years ago...and for a short stint a couple years ago and honestly Toasty is right, they are riding their brand name and reputation for reliable vehicles they produce. This fits the masses....most consumers only really care for a vehicle that's reliable and can get them from point A and B and fits the current "fad" in automotive features with a good resale value. If you really look at Toyota's vehicle lineup and really dig under the skin...they are boring vehicles.
Their Lexus "F" vehicles though...are a bit more exciting. My neighbor has a 1st gen isF and that thing is fun to drive.