Why is the Toyota Venza not selling?
The Venza is not selling well mainly because it commands a higher price in a crowded segment and offers a narrower two-row, hybrid-only package with limited incentives and availability. In practice, buyers are choosing more versatile or cheaper rivals such as the Toyota RAV4 Hybrid and Honda CR-V.
Beyond the headline figures, the question becomes why a model designed around efficiency and refined comfort hasn’t captured broader demand. The following analysis examines market conditions, consumer preferences, and strategic choices shaping Venza’s performance in the U.S. market.
Market context and sales trends
Positioning within the Toyota lineup
In recent years, the compact/midsize SUV class has become the most contested battleground in the U.S. auto market, with models like the Toyota RAV4, Honda CR-V, and Hyundai Tucson offering strong value, high fuel efficiency, and robust incentives. The Venza enters as a hybrid-only, two-row option that sits between popular RAV4 Hybrid and larger options like the Highlander, but its price premium and narrower feature set complicate its appeal.
Below are the factors that have influenced Venza demand in the market today:
- Pricing and value: The Venza starts higher than most rivals with comparable or better-equipped models, making it a tougher sell for cost-conscious buyers.
- Utility and seating: As a two-row crossover, it lacks third-row flexibility offered by some rivals, limiting family and passenger use cases.
- Powertrain constraints: Being hybrid-only can deter buyers who want plug-in capability or more powerful options, particularly in markets where charging infrastructure or incentives are mixed.
- Incentives and promotions: Historically, Toyota has offered fewer incentives on Venza compared with best-selling rivals, reducing perceived value.
- Inventory and availability: Supply chain constraints and dealer allocations have sometimes limited Venza visibility and test-drive opportunities.
- Styling and brand perception: The Venza’s design and marketing emphasize efficiency rather than rugged utility, which may resonate less with buyers seeking versatility or a bold image in a crossover.
Conclusion: Taken together, these factors help explain why Venza’s sales have trailed more popular crossovers in its class.
Product positioning and consumer demand
How buyers weigh features versus expectations
From a product perspective, the Venza is pitched as a refined, efficient two-row hybrid with a strong emphasis on interior comfort, premium materials, and a smooth ride. However, for many shoppers in the segment, you pay a premium for a package that offers less cargo and seating than some alternatives, while not delivering the all-electric appeal that is gaining traction in the market.
Important considerations affecting consumer demand include:
- Market expectations: Buyers in the segment value a balance of efficiency, space, and price; the Venza’s two-row interior and hybrid-only lineup restricts option breadth.
- Competition: Rival hybrids and plug-in hybrids in the same size class deliver more variation in powertrains and features at comparable price points.
- Brand messaging: Toyota’s messaging around Venza has focused on efficiency and comfort, which competes for attention with rugged, tech-forward rivals.
Conclusion: To broaden appeal, Toyota must calibrate how Venza is positioned against its closest competitors in terms of value, versatility, and technology.
What Toyota could do to boost Venza
Strategic options to widen appeal
If Toyota decides to revitalize Venza, several strategic moves could shift buyer perception and demand. The following options illustrate potential paths, from price realignment to expanded capabilities.
Possible actions include:
- Adjust pricing or increase standard equipment to close the value gap versus RAV4 Hybrid and CR-V.
- Expand variants: Consider adding all-wheel-drive to more trims or introducing a plug-in hybrid option to appeal to xEV buyers.
- Enhance features and tech: Add more advanced driver-assistance features, interior comfort upgrades, and modern infotainment improvements to justify the premium.
- Strengthen incentives: Deploy targeted financing deals or loyalty incentives to move units faster.
- Improve availability: Increase production and dealer allocations to reduce wait times and improve showroom presence.
- Marketing pivot: Position Venza as a premium but practical two-row alternative for families and professionals who value efficiency without sacrificing comfort.
Conclusion: While each measure has trade-offs, a combination could help Venza gain traction against its strongest competitors.
The road ahead for the Venza
Analysts suggest that the Venza’s long-term success hinges on its ability to adapt to shifting buyer preferences toward electrification, value, and practicality. The model could survive as a niche product if Toyota can clearly articulate its advantages in efficiency, comfort, and refinement, while expanding its utility and price positioning to gain a larger share of the segment.
Summary
Summary: The Toyota Venza’s sales challenge stems from pricing, its two-row, hybrid-only packaging, limited incentives, and a crowded market where buyers often opt for more versatile or lower-priced rivals. To reverse the trend, Toyota could consider price/value enhancements, broaden powertrain options, refresh features and tech, and improve availability and marketing alignment. The outcome will depend on whether Toyota can translate efficiency and comfort into a compelling overall value proposition in a highly competitive segment.
Why is the Toyota Venza being discontinued?
The Toyota Venza is being discontinued after the 2024 model year to make way for the new 2025 Crown Signia SUV, a similar but more upscale model. Declining sales, a crowded crossover market with models like the RAV4 Hybrid and Highlander, and the new Crown Signia's better cargo space and towing capacity contributed to the decision. This is the second time the Venza has been discontinued, the first generation ending in 2015.
- Internal competition: The Venza's market position overlapped with other Toyota SUVs. The RAV4 Hybrid offered similar performance at a lower price, while larger models like the Highlander provided more space and third-row seating, which consumers increasingly preferred.
- New model replacement: The 2025 Crown Signia is being introduced as a successor. It is a similar two-row hybrid SUV but offers more power and cargo capacity, and it includes a towing capability that the Venza lacks.
- Sales performance: The Venza's sales had been declining, failing to meet internal expectations in both the US and Canada.
- Changing consumer preferences: The automotive market has shifted, with buyers favoring more versatile SUVs with third-row seating and advanced technology over the Venza's more car-like crossover design.
What are the complaints about Venza?
Common Toyota Venza Problems
Interior accessories - The sunroof, moonroof, and broken interior components are the biggest faults with the inside of the Toyota Venza. Steering troubles - Some customers reported rattling during steering. Others said the car drifted and whined as they turned.
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.
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.
