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Toyota RAV4 Slumping Toward Redesign in Market It Created

Toyota RAV4 Slumping Toward Redesign in Market It Created
Attendees photograph the 2013 Toyoto Motor Corp. RAV4 crossover vehicle during the LA Auto Show in Los Angeles, California, U.S. Photographer: Jonathan Alcorn/Bloomberg

Toyota Motor Corp.’s RAV4 was an oddity when it went on sale in the mid-1990s: a tiny, low-priced alternative to hulking sport-utility vehicles such as its own 4Runner and Ford Motor Co.’s Explorer. It was a hit.

Now it lags behind Honda Motor Co.’s CR-V and Ford’s Escape, which arrived later. With U.S. demand for compact light trucks expanding, Toyota has put a higher priority on RAV4 as part of a redesign for the 2013 model year, said Bill Fay, group vice president for U.S. sales.

“It was a great concept and we’ve done well with it, but we never took it and ran with it as hard as we’ve run with” the Camry sedan, Fay said of the RAV4 in an interview in Scottsdale Arizona. “It’s a complete package this time.”

The revamping makes the RAV4 look more like a wagon and less like a truck-based SUV, reflecting changes in the segment. The new version arrives amid Toyota’s U.S. rebound after three years of recession, recalls and natural disasters that have hurt demand for its cars and trucks. Through November, Toyota’s U.S. sales surged 29 percent from a year earlier, and the Toyota City, Japan-based automaker expects its U.S. vehicle sales to top 2 million for the first time in four years.

Including so-called sport wagons, U.S. sales of small SUVs totaled 2.89 million this year through November, or 22 percent, of the 13.1 million light vehicles purchased, according to Autodata Corp. The segment trails only midsize cars, led by Toyota’s Camry, at 3.3 million units, according to the Woodcliff Lake, New Jersey-based researcher.

Sales of compact utility vehicles should grow 6.4 percent in 2013, according to IHS Automotive -- faster than compact car sales projected to rise 5.8 percent and midsize autos at 4.9 percent, based on IHS Automotive data.

2013 RAV4

While RAV4 sales jumped 33 percent to 157,526 through November, it trails CR-V, the top-selling U.S. SUV, by nearly 100,000 units. Ford’s Escape follows with 240,877 sales through last month, and even General Motors Co.’s Chevy Equinox outsold RAV4 this year, with 199,070 deliveries.

The restyled RAV4, unveiled last month at the Los Angeles Auto Show, sports a lower roofline and sleeker exterior for a more contemporary, wagon-like look. The spare tire, previously carried on a side-hinged rear door, is hidden in the rear cargo area, making the new model look less like an SUV.

Yoshikazu Saeki, the model’s deputy engineer, said that the old RAV4’s spare tire on the rear door gave the vehicle a more “old-fashioned look” compared with competitors.

Evolving Vehicles

Ford a year ago similarly altered Escape, also unveiled in Los Angeles, eschewing a rugged exterior look in favor of a more wagon-type appearance to try to overtake CR-V.

Toyota also will no longer offer optional V-6 engines or three rows of seats. The company’s strategy is to nudge customers needing such options to the larger Highlander.

“What’s happened is these products have been redefined; they’ve evolved to match the times,” said Jim Hall, principal of auto consulting firm 2953 Analytics in Birmingham, Michigan.

The new RAV4’s pricing is also intended to boost its appeal. While the base model starts at $23,000, compared with entry-level CR-V and Escape prices of $22,795 and $22,470, respectively, Toyota says RAV4 has more standard equipment, including a backup camera and hands-free Bluetooth system.

Top-end Limited RAV4s with all-wheel-drive cost $28,410, compared with $30,295 for an AWD CR-V EX with leather and $32,120 for a Titanium grade four-wheel-drive Escape, according to Honda and Ford websites.

Toyota’s American depositary receipts rose 3.1 percent to $89.25 at the close in New York. They’ve risen 35 percent this year.

200,000 Target

Toyota is also counting on the new RAV4’s increased space and improved fuel economy to reach a 200,000-unit sales target next year, Fay said in Los Angeles last month.

A year after its introduction in Japan, Toyota began selling RAV4 in the U.S. in 1996. Initially available in both two- and four-door versions, the company touted it as a “new concept” SUV. The name stood for Recreational Active Vehicle with four-wheel drive.

The original model was derived from Toyota’s Corolla sedan, developed to solve a production dilemma, Hall said.

“There was too much Corolla capacity in Japan at the time, so it was created to round out plant capacity, since it was built on the Corolla line,” he said.

Toyota already had SUVs, including the truck-based 4Runner and Land Cruiser, so it wasn’t initially as focused on the RAV4 as Honda was on CR-V, according to Hall.

“Honda didn’t have anything in the truck space at the time, aside from the Passport -- a rebadged Isuzu SUV,” Hall said. “For Honda, CR-V was a product of desperation.”

Honda Battle

When Honda’s first CR-V arrived in the U.S. in 1997, derived from its Civic platform, it was available only as four-door model. Honda dealers had an incentive to push CR-V because it was more profitable for them than Passport, Hall said. The Passport was made at an Indiana plant co-owned at that time by Isuzu Motors Ltd.

“They didn’t want the product originally,” Hall said. “That changed when they understood that a Honda-produced vehicle made more money for them than one supplied by Isuzu.”

Toyota’s Fay and Saeki both said the carmaker’s larger line of cars and trucks than Honda prevented it from focusing intensely on RAV4.

“Perhaps because of that we haven’t had the investment in it long-term that would have made it the class or segment leader,” Fay said.

While Toyota’s sales goal for the new model isn’t to overtake CR-V in the U.S., “We’re going to be much more competitive,” Fay said.

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