Adventures in Marketing: The Toyota Venza Attempts to Steal Subaru's Thunder

Toyota’s all-new Venza fills a two-row, crossover-sized void between the smaller RAV4 and the larger Highlander, and is essentially a return to what the Highlander was originally. To help draw in buyers to its resurrected nameplate, Toyota decided to use a long-standing Subaru ad trope: the family pet.

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Second Chances: Toyota Gives the Venza Another Shot

The Venza was an interesting product for Toyota. With the benefit of hindsight, we can agree it was a model just slightly ahead of its time.

A car-based, ever-so-mildly upscale crossover with two rows of seating and a choice of powertrains, the Venza offered buyers a more stylish alternative to the smaller RAV4 and midsize Highlander. Alas, the model ended its six-year run in 2015.

Well… it’s back.

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A Moment of Silence, Please - The Toyota Venza Is Now Well and Truly Dead

Maybe they should have called it the Toyota Camry SportWagon.

Maybe it wouldn’t have made a hint of a difference.

The first-generation Toyota Venza lingered for seven model years in the United States, ending its run with MY2015 before managing to collect 593 sales since, including four in January 2017. (They’re not easy to clear out, apparently.)

But the end of the Venza’s U.S. run in June 2015 was not the end for the Venza in America. Venza production at the Georgetown, Kentucky, assembly plant continued through the first 11 months of 2016 because of insatiable Canadian demand.

Well, now that demand has been sated. The Toyota Venza is officially dead. Kaput. Gone. Defunct.

Did it have to be this way?

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8 Cars Canadians Can Buy That Americans Can't

The Canadian new vehicle market is not merely a mini-representation of the U.S. auto industry. Full-size pickup trucks own a significantly larger percentage of the Canadian market, for example, and Canadians are nearly three times more likely to buy a Toyota Corolla than a Toyota Camry.

The Canadian market can, however, be a useful test bed.

Some new vehicle pass the test, such as the BMW X1 which enjoyed 16 fruitful months in Canada before grabbing a slice of the American pie. Others, such as the Chevrolet Orlando, wilt under the pressure of the Ontario-built Dodge Grand Caravan, endure a brief four-year run, and never even get a chance to make it in America.

Other cars aren’t prone on a test bed, they’re simply the response of different automakers to different markets. We already looked at seven U.S.-market vehicles which don’t make their way through the Detroit Windsor Tunnel. These are the eight current vehicles which are marketed in Canada, not the United States. ( We’ve already examined the seven cars Americans can buy that Canadians can’t.)

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The Toyota Venza Is Dead: Here's Why

A Camry wagon sounds ideal. On paper.

But Toyota’s announcement that the Venza will be discontinued follows U.S. sales declines in four of the last five years. Venza volume peaked in the model’s first full year at 54,410 units. Two years later, in 2011, Venza sales slid 28%. Last year, U.S. Venza volume was barely more than half what it was in 2009.

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Toyota Axing Venza Crossover
Toyota Recalls 870,000 Units Due To Arachnophobia

One blah Monday morning, you’re commuting to the anonymous office park some 90 minutes away from the bedroom community you call a home in your equally anonymous Toyota Camry Hybrid, listening to yet another story about Congress kicking cans down roads and/or some wacky antics your favorite DJs had the past weekend while you take another swig of that mermaid-branded caffeinated goodness.

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Review: 2013 Toyota Venza (Video)

Our recent looks at the Ford Edge Ecoboost and GMC Terrain prompted an email from a reader asking us to take a look at the 2013 Toyota Venza with these two American entries in mind. If you have a request or suggestion for a vehicle review, just click the contact link at the top of the page, or find us on Facebook and drop us a note.

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Comparison Review: Toyota Venza Versus Honda Crosstour: First Place: Honda Crosstour

What is the purpose of the Crosstour? I asked as I waited for my test car to be readied. Pause. Finally an answer, The Crosstour is now the high-end Accord. It is designed to compete with the Toyota Venza. Ah, I get it: monkey see monkey do. What better way to give the marque a kick in the shorts than to pinch an idea from the market leader. And so they did. Almost. Partly. Sort of.

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  • Namesakeone If you want a Thunderbird like your neighbor's 1990s model, this is not the car. This is a Fox-body car, which was produced as a Thunderbird from MY 1980 through 1988 (with styling revisions). The 1989-1997 car, like your neighbor's, was based on the much heavier (but with independent rear suspension) MN-15 chassis.
  • Inside Looking Out I watched only his Youtube channel. Had no idea that there is TV show too. But it is 8 years or more that I cut the cable and do not watch TV except of local Fox News. There is too much politics and brainwashing including ads on TV. But I am subscribed to CNBC Youtube channel.
  • Jeff S Just to think we are now down to basically 3 minivans the Chrysler Pacifica, Honda Odyssey, Toyota Sienna. I wonder how much longer those will last. Today's minivan has grown in size over the original minivans and isn't so mini anymore considering it is bigger than a lot of short wheel based full size vans from the 70s and 80s. Back in the 70s and 80s everything smaller was mini--mini skirt, mini fridge, mini car, and mini truck. Mini cars were actually subcompact cars and mini trucks were compact trucks. Funny how some words are so prevalent in a specific era and how they go away and are unheard of in the following decades.
  • Jeff S Isn't this the same van Mercury used for the Villager? I believe it was the 1s and 2nd generations of this Quest.
  • VoGhost I don't understand the author's point. Two of the top five selling vehicles globally are Teslas. We have great data on the Model 3 for the past 5 years. What specifically is mysterious about used car values?