Why is the Venza being discontinued?
Toyota plans to discontinue the Venza in the United States after the 2023 model year, reflecting a broader reshaping of its crossover lineup and electrification strategy.
Market performance and strategic fit
Understanding the decision requires looking at how the Venza performed and how it fit within Toyota’s global product plan.
- Sales performance: The Venza never matched the volume of Toyota’s core crossovers, trailing well behind the RAV4 family in U.S. sales despite sharing hybrid technology and a similar footprint.
- Product overlap: The Venza sits on a platform and uses powertrains closely related to the best-selling RAV4, making it a niche offering in a crowded segment.
- Electrification priorities: Toyota is accelerating its electrification push, which favors high-volume hybrids and upcoming battery-electric models over low-volume niche vehicles.
- Cost and profitability: Maintaining the Venza requires ongoing development and investment that the company judged not cost-effective given its sales pace.
- Market strategy: In a lineup focused on efficiency and practicality, Toyota prioritized models with broader appeal and stronger demand.
In short, the Venza’s limited sales, strategic redundancy with the RAV4 family, and the company’s push toward electrified, high-demand crossovers led to its discontinuation as part of a broader portfolio optimization.
What it means for customers and dealers
The move has concrete implications for buyers, owners, and Toyota’s dealer network.
- Existing owners: Toyota will continue to support Venza ownership with maintenance, parts availability, and warranty coverage as standard practice for ongoing vehicle lifecycles.
- Inventory and pricing: Dealers have been clearing current Venza stock, with final unit availability and pricing determined by regional markets and remaining supply.
- Alternatives to consider: Interested buyers can look to the RAV4 Hybrid or RAV4 Prime for similar efficiency, the Grand Highlander for more space, or the Lexus NX for a premium compact option.
Customers should check with their local dealer for exact timing, stock levels, and after-sales support to ensure a smooth transition from Venza ownership or consideration to alternatives.
What comes next in Toyota's crossover strategy
Toyota’s product trajectory points toward a more electrified and high-demand crossover lineup in the near term.
- Electrification momentum: The brand is expanding its hybrid and battery-electric offerings across its crossover range, aligning with broader industry trends toward electrified mobility.
- Model realignment: The company will lean on best-sellers like the RAV4, Grand Highlander, and other high-volume crossovers, while phasing out niche models with slower sales.
- Regional considerations: While the U.S. market leads the charge for new technology, Toyota’s strategy in other regions will adapt to local demand and regulations.
The discontinuation of the Venza signals a strategic shift rather than a retreat, with resources redirected toward models that better fit Toyota’s current growth and electrification goals.
Summary
The Venza is being discontinued in the United States due to weak sales, overlap with the better-selling RAV4 family, and Toyota’s broader pivot toward electrified, high-demand crossovers. While current owners receive ongoing support, buyers should evaluate strong alternatives within Toyota’s lineup, such as the RAV4 Hybrid/Prime or the Grand Highlander. The move reflects a larger industry-wide shift toward electrification and a streamlined, efficiency-focused product strategy for Toyota.
