Why are they discontinuing Toyota Venza?
Industry reports indicate Toyota plans to discontinue the Venza in the United States after its current lifecycle, citing weak sales, overlap with the popular RAV4, and a strategic shift toward electrified crossovers.
The Venza occupies a niche in Toyota’s lineup as a hybrid-only crossover that aims for a more upscale feel while delivering strong fuel efficiency. Since its revival in 2020, it has competed with mainstream models like the RAV4 while appealing to buyers seeking a hybrid-only option with a different styling and feature emphasis. In a shifting market where demand is increasingly skewed toward popular crossovers and electrified powertrains, automakers continually reassess whether a model earns a place in the showroom. Toyota’s broader electrification push and product-planning strategy provide the context for discussions about Venza's future.
What the Venza is and where it fits in Toyota’s lineup
Model overview
The Toyota Venza is a compact-to-midsize crossover that is hybrid-only, designed to balance efficiency with a more upscale interior and styling. It shares technology with other Toyota hybrids but is positioned as a distinct, sportier, or more premium option compared with the core RAV4 family.
Market position
In the US market, the Venza competes with other hybrid crossovers but faces stiff competition from the best-selling RAV4 Hybrid, which offers similar efficiency with broader model availability and higher volume. The Venza’s sales have consistently been a fraction of Toyota’s top performers, contributing to questions about long-term viability in a leaner, more profitable product lineup.
Why the move is being considered
Several factors are commonly cited by industry observers and company observers when evaluating a potential discontinuation of a low-volume model like the Venza. The list below outlines the core considerations that tend to drive such strategic decisions.
- Low sales relative to product line peers and a limited market niche
- Overlap with higher-volume models such as the RAV4 and Highlander, reducing incremental profitability
- Toyota’s pivot toward electrified crossovers and the bZ EV family, which requires resource allocation to newer platforms
- Cost and profitability pressures tied to maintaining a low-volume model in a competitive segment
Taken together, these factors suggest that continuing the Venza would require a strong, sustained demand window or a clear strategic rationale that justifies the ongoing investment in a model with relatively modest sales.
What this means for buyers and the market
For potential buyers and current owners, a discontinuation would shift recommendations toward Toyota’s other electrified crossovers. Prospective shoppers who value efficiency and a hybrid powertrain might consider alternatives in the lineup that offer comparable fuel economy and newer technology ecosystems.
- RAV4 Hybrid and RAV4 Hybrid XSE as widely available, efficient alternatives with broad dealer networks
- Highlander Hybrid for those seeking more space and a family-friendly option
- Upcoming or recently refreshed electrified crossovers within Toyota’s lineup, including hybrid or plug-in hybrid variants where available
For buyers, the key considerations would be ongoing availability of factory incentives, future resale values, and the total cost of ownership relative to the alternatives in Toyota’s electrified family.
Regional status and the broader outlook
Discontinuation plans, if confirmed, typically vary by market. In some regions, a model may be phased out while remaining available in others, or it may be replaced by an updated, more profitable alternative within the same product family. Toyota’s broader strategy emphasizes electrification, with a target toward expanding hybrid and battery-electric offerings across its lineup. The Venza’s fate, therefore, is likely tied to how the automaker prioritizes its platforms, supply chain, and capital investments in the coming years.
Summary
In short, a potential discontinuation of the Venza is framed by weak relative sales, overlap with the high-demand RAV4 and other hybrids, and a strategic reallocation of resources toward electrified crossovers and newer platforms. If Toyota concludes the Venza no longer fits its long-term profitability and product strategy, it would institutionalize the shift by concentrating on the models that drive the most volume and the company’s electrification goals.
Final takeaway
As Toyota continues to steer its lineup toward hybrids and electric vehicles, models with narrow appeal may be phased out to optimize profitability and resource allocation. The Venza’s future, like that of many mid-cycle niche models, hinges on market demand, competitive dynamics, and the company’s broader electrification roadmap.
What is the common problem with Toyota Venza?
Common problems with the Toyota Venza include issues with the windshield cracking or chipping, problems with paint and trim, and various electronic malfunctions with the infotainment system and power liftgate. Owners have also reported exhaust system leaks, especially in older models, and engine oil leaks. Some drivers have noted throttle lag, and certain transmissions in older models have shown signs of leaking or shifting issues.
Electrical and electronic issues
- Windshield cracking: A significant number of owners report spontaneous cracks, or cracks appearing after being hit by small stones. A class-action lawsuit exists over this issue.
- Power liftgate: The power rear liftgate has been reported to stop working or make squeaking noises.
- In-car electronics: Owners have experienced malfunctions with the infotainment system, such as audio, GPS, and phone connectivity, as well as issues with backup cameras.
- Factory alarm: Some owners have reported the factory alarm sounding for no reason.
Engine and mechanical problems
- Exhaust leaks: Leaks in the muffler, pipes, catalytic converter, and heat shields are common, particularly in older models.
- Engine oil leaks: Leaks have been reported from the timing chain cover, and some owners have experienced significant oil loss.
- Transmission issues: Some older models may have transmission problems, including delayed shifts, odd noises, or fluid leaks.
- Throttle lag: Some drivers have reported a delayed or unresponsive throttle, which can be particularly concerning when trying to accelerate.
- Differential leaks: All-wheel-drive models have been noted to have front and rear differential leaks.
Other problems
- Paint and trim: Some Venza vehicles have had issues with paint fading, peeling, or cracking, as well as loose or damaged trim and moldings.
- Tires: Poor tire longevity has been reported by some owners.
- Steering: Some earlier models had a steering column issue, and reviews have noted that the steering can feel too light and lack feedback.
Why did Toyota quit making the Venza?
Market repositioning and overlap: Toyota phased out the first-generation Venza (2008--2015) because it overlapped with other Toyota models (Camry, RAV4, Highlander) and sales were modest. The Venza's mid-size crossover niche was narrow--between sedans and larger SUVs--so Toyota chose to consolidate offerings.
What will replace the Toyota Venza?
The Toyota Crown Signia is the vehicle that replaced the discontinued Toyota Venza. The Crown Signia is also a hybrid SUV but is positioned as a more premium and luxurious successor to the Venza. Key differences include the Crown Signia being longer and wider, with more cargo space, and a slightly less fuel-efficient but more powerful hybrid system than the Venza's.
You can watch this video to learn about the size and price differences between the Crown Signia and the Venza: 58sToyota WorldYouTube · Sep 20, 2024
Key differences
- Vehicle segment: The Venza was a mid-size crossover SUV, while the Crown Signia is positioned as a more upscale, premium mid-size hybrid SUV.
- Size and space: The Crown Signia is larger than the Venza, measuring about 7.5 inches longer and 1 inch wider. It also offers about 6.5% more cargo space with the rear seats folded down.
- Performance: The Crown Signia has a slightly less fuel-efficient but more powerful hybrid system than the Venza.
- Positioning: While the Crown Signia is a successor to the Venza, it is considered a more luxurious and expensive vehicle, with some customers opting to buy a 2024 Venza before they were discontinued to avoid the higher price tag.
Why did the Toyota Venza fail?
Saturation of Midsize Hybrids
The midsize hybrid SUV segment has become increasingly crowded. With models like the RAV4 Hybrid, Highlander Hybrid, and even Lexus counterparts sharing similar platforms and features, the Venza found itself squeezed in a narrow space.
