Why did Toyota stop making Venza?
Toyota ended production of the Venza after the 2024 model year in the United States and several markets, citing softer demand and a shift in the lineup toward higher-demand hybrids and electrified crossovers. With no new Venza models planned, buyers now look to Toyota’s other crossover options.
Background: the Venza’s arc
The Venza was first introduced in 2009 as a more upscale, wagon-like crossover and was produced through 2015. Toyota revived the name for the North American market in 2021 as a hybrid-only crossover built on the brand’s recent platform, aiming to offer a comfortable, efficient alternative in the crowded midsize-SUV segment. Despite a modern interior and solid fuel economy, sales never matched some of Toyota’s best-sellers, leaving the model playing a smaller role in a fiercely competitive lineup.
What led Toyota to discontinue the Venza
The decision to wind down Venza production came from several converging factors, including market demand, product strategy, and resource allocation. Below are the primary considerations behind the move.
Factors driving the discontinuation
- Weak relative demand compared with Toyota’s top sellers like the RAV4 and Highlander, which limited the Venza’s overall market share.
- Strategic shift toward electrified crossovers and a broader electric-vehicle rollout, prompting Toyota to prioritize models with higher sales potential and greater growth prospects.
- Resource reallocation within engineering and manufacturing to accelerate development of other hybrids and electrified vehicles, reducing focus on niche nameplates.
- Competition in the midsize-crossover segment, where customers favored more versatile or more aggressively priced options from Toyota and other brands.
In the context of a tightening model lineup and a push to expand Toyota’s electrified offerings, the Venza’s footprint was gradually reduced, and production ultimately paused after the 2024 model year in key markets. Toyota has not signaled a return to active Venza production with a new generation.
What this means for buyers and owners
For prospective buyers, current Venza inventory typically consisted of remaining 2024 models, with new-unit availability effectively closed. For existing owners and lessees, service and parts support remains available, consistent with Toyota’s ongoing maintenance network for its hybrid vehicles.
Implications for shoppers and current owners
- New Venza purchase options are limited to existing dealer stock or the used market; there is no announced plan for a 2025 Venza.
- Maintenance and parts support continues through Toyota’s nationwide service network, with typical hybrid-specific tooling and expertise.
- Resale values will depend on regional demand for hybrid crossovers and the popularity of the Venza’s interior and features in the used market.
Dealers may offer incentives on remaining 2024 models while supply lasts, and buyers are encouraged to compare Toyota’s other hybrids and crossovers for similar practicality and efficiency goals.
Alternatives within Toyota’s lineup
For customers seeking a Venza-like crossover experience—hybrid efficiency, a family-friendly interior, and solid all-around capability—Toyota offers several compelling substitutes.
- RAV4 Hybrid: A mainstream, well-rounded hybrid with broad dealer coverage and strong resale value.
- RAV4 Prime: The plug-in hybrid variant with more power and the option to drive on electricity for short trips.
- Highlander Hybrid: A larger, three-row option for bigger families requiring more cargo and passenger space.
- Grand Highlander (hybrid): A roomier, more feature-rich take on the Highlander for buyers who want extra space without sacrificing efficiency.
These models share Toyota’s emphasis on reliability, efficient powertrains, and a familiar interior design, making them sensible alternatives if the Venza’s niche is no longer available.
What Toyota aims to achieve next
The Venza’s phase-out aligns with Toyota’s broader strategy to accelerate electrification and optimize its model lineup around best-sellers and growth opportunities. The automaker has signaled continued investments in hybrids, plug-in hybrids, and battery-electric vehicles across its global portfolio, including more versatile crossovers and dedicated EV platforms under its current and planned product families. In practice, this means Toyota is channeling development resources toward vehicles with higher demand and greater potential for emissions reductions, while maintaining a robust hybrid selection for buyers who favor efficiency without stepping into full electrification.
Summary
In summary, Toyota discontinued the Venza after the 2024 model year as part of a broader shift to prioritize more popular and scalable models within its hybrid and electrified crossover lineup. While Venza fans can still find remaining stock in some markets or choose from Toyota’s strong array of RAV4, Highlander, and related hybrids, the Venza nameplate currently does not have a clear path back to production. Toyota’s ongoing focus on electrification suggests future products will aim to balance efficiency, practicality, and mass-market appeal across its crossover range.
Why isn't the Toyota Venza popular?
The Toyota Venza is not popular due to a combination of factors, including its higher price point compared to other Toyota models like the RAV4, limited cargo space, and a driving experience that some find disappointing. It also faces stiff competition and lacks features like a standard towing capability, and earlier models were considered confusing hybrids of different vehicle types.
This video discusses some common issues with the Toyota Venza: 59sRealistickYouTube · Jan 25, 2024
Key reasons for its lack of popularity
You can watch this video to learn about common issues with the Toyota Venza: 59sTech AddictsYouTube · Nov 25, 2022
- Price and value: The Venza is often priced higher than the RAV4 Hybrid, which offers more cargo space and a lower starting price.
- Cargo and utility: It offers less cargo space than some key competitors and does not have a towing capacity, which limits its utility compared to traditional SUVs.
- Disappointing driving experience: Some reviews have found the driving experience to be a letdown, with critiques including a large center tunnel that hinders passenger comfort, a lack of physical buttons for the infotainment system (on some models), and issues with road noise.
- Confusing market position: The original Venza was considered an "oddball" blending sedan and SUV features, and its return was met with a similar identity crisis, as it was a hybrid-only vehicle that didn't have the rugged appeal of a traditional SUV but was also less practical than other options.
- Strong competition: It competes in a crowded segment with well-established and popular alternatives like the Honda CR-V Hybrid and the Toyota RAV4 Hybrid, which provide more cargo room and a lower price.
- Other drawbacks: Owners have also reported issues such as soft paint that scratches easily, a less-than-crisp JBL sound system at high volumes, and the expensive and non-opening "stargazer" panoramic glass roof.
Is a Toyota Venza or RAV4 better?
The Toyota Venza and Toyota RAV4 are both two-row SUVs that can enjoy hybrid fuel efficiency. The RAV4 offers more trim levels, but the Venza comes standard with more high-end features. Choose the Toyota Venza for a longer frame; choose the RAV4 for more cargo volume.
Why is Toyota discontinuing the Venza?
Toyota is discontinuing the Venza primarily due to a crowded lineup with overlapping models, particularly with the more popular RAV4 Hybrid, and a shift in consumer demand toward larger SUVs or electric vehicles. The introduction of the new Crown Signia also played a key role, as it occupies a similar space in the lineup and is part of a larger strategic refocus on premium, comfort-oriented, and electrified vehicles.
Key reasons for the discontinuation
- Model overlap: The Venza shared a platform with the RAV4 Hybrid and offered similar fuel economy, but the RAV4 was more affordable, had more cargo space, and came in more configurations, including the high-demand RAV4 Prime plug-in hybrid.
- Shifting consumer preferences: While the Venza appealed to a niche market for a stylish, upscale hybrid, many consumers were increasingly looking for larger three-row SUVs or compact crossovers with more utility.
- Introduction of the Crown Signia: The new Crown Signia is a direct competitor to the Venza, offering a similar midsize, two-row hybrid SUV style but with more power, cargo space, and a towing capacity that the Venza lacks.
- Strategic realignment: Toyota is consolidating its crossover lineup to streamline its offerings and reallocate resources to future-focused projects, especially in the area of electric and hybrid technology.
- Sales performance: The Venza's sales numbers were modest and consistently outpaced by models like the RAV4, making it difficult to justify keeping it in the lineup.
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.
