Why is Toyota not making the Venza anymore?
In short: Toyota has effectively pulled the Venza from the North American market as part of a broader lineup consolidation and a strategic shift toward more popular hybrids and electrified crossovers.
The Venza was a two-row, hybrid-only crossover that Toyota revived for the 2021 model year to appeal to buyers seeking efficiency with a stylish interior. In recent years, however, the automaker has prioritized higher-volume models and its growing electrified lineup, leading to a staging of the Venza’s production in North America without a clear direct replacement. This article explains what happened, why it happened, and what it means for buyers and the Toyota lineup going forward.
Current status and market context
What’s changed in practice is that the Venza has faded from Toyota’s U.S. lineup, with no new model-year refreshes and limited visibility in official catalogs. While exact formal wording from Toyota has been scarce, dealers and industry observers have noted the Venza’s absence in recent model-year offerings, prompting questions about its long-term future. The move fits a larger pattern: automakers are trimming niche models to focus on high-demand hybrids and electric vehicles.
Factors driving the decision
Below are the main factors industry observers point to when explaining why Toyota stepped back from the Venza.
- Sales performance: The Venza sold well enough to appeal to a niche audience, but never matched the demand of Toyota’s core crossovers like the RAV4 or Highlander. Lower volumes reduce profitability relative to more popular models.
- Product strategy: Toyota is tightening its SUV lineup to emphasize the most profitable and high-demand variants, while accelerating its electrified offerings such as hybrids and batteries-powered models.
- Platform and cost efficiency: The Venza shares underpinnings with other models. Maintaining a niche product increases development and production complexity, which manufacturers often minimize when margins are tighter.
- Electrification push: Toyota’s broader push toward electrified vehicles—hybrids, plug-in hybrids, and battery-electric vehicles—has prioritized models with broad appeal and strong sales to support ramp-ups in EV production, potentially at the expense of smaller, niche models like the Venza.
- Market dynamics: Consumer preferences have shifted toward larger, more versatile crossovers with roomy cargo space and newer tech; the Venza’s two-row format faced stiffer competition as rivals updated their lineups.
Concluding: The decision to step back from the Venza aligns with Toyota’s ongoing portfolio optimization and its aggressive electrification strategy. By reallocating resources to higher-demand models and future-focused powertrains, Toyota is aiming to maximize overall brand competitiveness in a fast-evolving market.
What this means for buyers and the product lineup
For potential buyers, the absence of a new Venza means fewer new-car options in the two-row, hybrid-only category from Toyota. However, shoppers can still pursue alternatives within Toyota’s current lineup that offer similar efficiency and practicality.
- Similar alternatives: The RAV4 family (including Hybrid and Prime variants) remains the go-to choice for buyers seeking a compact, efficient crossover with strong residual value and broad dealer support.
- Hybrid and EV momentum: Toyota’s emphasis on hybrids and battery-electric vehicles means newer options—such as the Corolla Cross Hybrid and the expanding bZ series—offer up-to-date technology and longer-term electrification strategy.
- Used market and availability: While new Venza units may no longer be produced, used examples can still be found through dealers or private sellers in some regions, though availability varies by market and model year.
If you were attracted to the Venza’s blend of style and efficiency, exploring current Toyota hybrids and upcoming electrified models will likely yield comparable or superior options in terms of technology, warranty coverage, and resale value.
What replaces the Venza, if anything?
There isn’t a direct one-for-one replacement announced by Toyota. Instead, the company is leaning on a broader strategy that prioritizes models with broad appeal and a clear path to electrification. This includes expanding the RAV4 lineup, promoting the Grand Highlander for larger-family needs, and accelerating the rollout of hybrid and electric offerings across the lineup.
Bottom line and takeaway
In essence, Toyota’s move away from the Venza reflects a strategic pivot: streamline the product mix, emphasize vehicles with higher demand and stronger economics, and accelerate the shift toward hybrids and electric vehicles to meet market demands and regulatory expectations. The Venza’s niche appeal, combined with a competitive field of hybrids and EVs, led Toyota to reallocate resources toward models with greater growth potential.
Summary: Toyota has largely phased out the Venza in North America as part of lineup optimization and a rapid push into electrified vehicles. While there is no official, formal rebranding or replacement announced, buyers now look toward the RAV4 family, the Corolla Cross Hybrid, and Toyota’s growing electric portfolio for similar efficiency and capability.
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 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.
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.
