Why is Venza being discontinued?
Toyota is ending the Venza in the United States after the 2024 model year, citing weak demand and a crowded lineup that has left the model overlapping with the popular RAV4, as part of a broader shift toward electrified options. The compact two-row crossover will no longer be offered beyond 2024 in the U.S.
What is the Venza?
The Venza is a two-row crossover that Toyota originally introduced in 2008 and then revived for the U.S. market in 2021 as a hybrid-only model. Positioned between the compact RAV4 and the larger Highlander, it focused on a quieter ride, upscale interior touches, and strong fuel efficiency through its hybrid powertrain. In its latest iteration, it maintained a comfortable, family-friendly profile with a practical interior, but it remained a relatively low-volume model compared with Toyota’s best-sellers.
Why is Toyota discontinuing the Venza?
Several strategic and market factors have driven the decision. The following list highlights the core reasons cited by Toyota and observed by industry analysts.
- Subpar demand relative to Toyota’s high-volume crossovers, notably the RAV4, which limits the Venza’s business case.
- Positioning overlap: the Venza occupied a similar space as the RAV4 and other two-row crossovers, reducing its distinct value in a crowded lineup.
- Shift toward electrification: Toyota is accelerating its electrified model rollout, prioritizing vehicles with stronger demand and faster time to market over niche two-row crossovers.
- Production and cost considerations: maintaining a low-volume model adds complexity and expense in a period of supply-chain variability and tighter margins.
- Absence of a concrete, near-term successor: Toyota has not announced a direct Venza replacement, suggesting resources may be redirected toward other platforms and the expanding BEV/hybrid portfolio.
These factors reflect a broader industry pattern where automakers trim slower-selling models to streamline operations and free up capacity for higher-demand products, especially as electrification becomes a larger focus.
What comes next for Toyota's lineup?
With the Venza ending, Toyota is expected to lean on its strongest sellers and its electrified offerings to fill the void, while continuing to deploy new battery-electric and hybrid models across segments. The following points summarize the anticipated direction based on public statements and market trends.
- Greater emphasis on the RAV4 family: Expanding the RAV4 lineup with gas, hybrid, and plug-in variants to cover the crossover segment more comprehensively.
- Accelerated electrification: Pushing the bZ family and hybrids across models to meet regulatory targets and consumer interest in lower-emission crossovers.
- Platform utilization and future EVs: Channeling engineering and investment into popular platforms to support next-generation SUVs and electric vehicles, rather than maintaining niche two-row crossovers.
Industry analysts note that Toyota’s strategy prioritizes high-demand models and a faster rollout of electrified powertrains, which tends to favor streamlined lineups over maintaining slower-selling niche vehicles.
Analysts' Take
Automotive research firms and market observers generally view the Venza decision as a practical response to shifting consumer preferences and the automaker’s electrification roadmap. The consensus is that Toyota will redirect resources toward its most successful crossovers and the expanding BEV/hybrid portfolio, rather than sustaining a relatively small-volume model that competes for attention in showrooms dominated by the RAV4 and other popular vehicles.
Summary
The discontinuation of the Venza represents a strategic pruning of Toyota’s lineup to improve profitability, reduce model overlap, and accelerate the company’s electrification plans. While the Venza offered a comfortable, efficient two-row option, demand did not justify continued production in a market that increasingly favors higher-volume crossovers and electrified models. Toyota’s focus now shifts to strengthening its core crossovers and its growing family of electrified vehicles, with no immediate direct replacement announced for the Venza.
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 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.
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.
