#rav4

While the fourth generation of Toyota’s RAV4 contained a touch of menace, the model has always been an easygoing compact utility vehicle. When it hit North America in 1995, it didn’t have a lot of competition. General Motors’ collaboration with Suzuki resulted in a bevy of micro SUVs that weren’t spacious or comfortable enough to compete with Toyota’s compact crossover. Likewise, a lot of consumers found it made more sense to purchase something that was more capable on pavement than off-road, and the Corolla-based ute definitely fit the bill.

Two decades later and the RAV4 now has more than its fair share of competition, yet remains totally relevant. In fact, it spent most of 2017 beating the snot out of the Honda CR-V and Nissan Rogue to retake its place as America’s best-selling small SUV — a miraculous feat considering the current generation has been around since 2012.

While Toyota could probably keep selling them unchanged at ludicrously high volumes for another two years, the time has come for a redesign. The automaker absolutely has to hit a home run; the RAV4 is Camry levels of important at this point. It may not have the sedan’s history, but it has the numbers — and with the crossover craze stronger than ever, it absolutely has to be a unmitigated success.

After finishing a close third behind the plunging Ford Explorer and Chevrolet TrailBlazer in 2006, the Honda CR-V went on to claim the top spot among SUVs/crossovers in America in eight of the following nine years, including the last four consecutive years.

A victorious ending to 2016 appears less certain for the CR-V. In the last five months, the best-selling utility vehicle in America was the Toyota RAV4, sales of which rose 14 percent in the first-quarter of 2016 as CR-V volume slid 3 percent.

Incidentally, the last SUV to unseat the CR-V on a calendar year basis was the Ford Escape. Back in 2011, the Escape was available with a hybrid powertrain, an option not offered by rival small SUVs. Fast forward to 2016, and the vehicle most likely to unseat the CR-V — the surging RAV4 — is likewise available with a hybrid powertrain. A meaningless, low-volume variant meant to bolster an automaker’s green cred? Perhaps that was the case with the Escape in 2011, but there’s an entirely different story to tell with the RAV4 five years later.

A few short weeks ago, I was inside a very purple 2016 RAV4 marveling that Toyota’s compact crossover nearly outsells the Mazda brand. My bottom line for that RAV4 read like this:

Why are the RAV4’s sales so high when there are more fun options out there? The reasons can be found in its strong value proposition, a soft ride about which journalists often complain, included scheduled maintenance and Toyota’s reputation for reliability.

The 2016 RAV4 isn’t going to light many souls on fire, but it gives the average CUV shopper more of what they obviously want.

Except fuel economy or performance.

That’s where the first full-hybrid compact crossover since Ford abandoned the Escape Hybrid five years ago comes in.

Earlier this week, I had the pleasure of editing Daniel Ho’s theories on crossovers as reflections of the zeitgeist. In his thoughtfully-written piece, Daniel argues that crossovers are chimeras, reflecting a social trend towards generalized products that combine social signaling attributes from multiple socio-economic categories. The crossover, therefore, is the “blazer and jeans” look, offering broader but shallower capabilities than the specialized vehicles that preceded it.

It is my hope that Daniel, and the rest of the B&B, will take it as a signal mark of my esteem and admiration for the both the substance of Daniel’s original argument and his stylish manner of expressing it when I say that he is absolutely, completely, thoroughly wrong.

Compact crossovers are big business and the Toyota RAV4 is one of the segment’s corporate all-stars.

In 2015, the RAV4 almost outsold Mazda. I’m not talking about the RAV4 outselling the Mazda CX-5, which it did handily by over 200,000 units. No, I’m talking about the RAV4 outselling Mazda in its entirely. Everything Mazda sells. All model sales put together. The RAV4 almost outsold MAZDA.

Toyota’s fourth-generation crossover has received a nip-tuck to keep it fresh after just three model years on the market. Its lineup is bolstered this year with the addition of the new RAV4 Hybrid, which we’ll be getting our hands on that in a few weeks. In the meantime, let’s take a deep dive into the second best-selling CUV in the USA in traditional gas-burner guise.

Toyota will build the next generation RAV4 and RAV4 Hybrid on its new global platform in Cambridge, Ontario, Canada near the Lexus RX in 2019, the automaker announced Tuesday.

The plant, which recently lost production of the Corolla to Mexico, would receive a significant upgrade to the Toyota New Global Architecture line that could be used to produce other cars in the future. In a statement announcing the RAV4’s production, Toyota executives touted the Cambridge and Woodstock plants as the “North American hub for sport utility vehicles.”

Toyota issued Thursday a global recall of 57,000 vehicles affected by the Takata airbag crisis.

When the RAV4 landed, I wasn’t sure what to make of it. In a world of unified corporate identity the RAv4 goes off script with a look all to its own. While the old RAV sold on mini-truck looks, the new one is undisguised crossover. The new nose has grown on me slightly since I recorded the video above, but I still find the look a little awkward. Since I was scolded for wearing striped pants with a striped shirt the week I tested the RAV4, feel free take my style opinion with a grain of salt as you click through the jump.

If you want to know why Jaguar and Lexus are introducing compact crossover concepts at the Frankfurt Auto Show this week, all you have to do is check the sales data. Crossover sales are soaring, particularly compacts. Last month, Toyota’s RAV4 was up 50% year to year, and the CR-V at Honda had its best sales month yet. Car sales in general are good in the United States right now, with overall August sales up 17%, but sales of smaller crossovers have doubled that and then some at 36%. Crossovers have gained market share for 10 straight months and now take just over a quarter of the total market, on a pace to sell about 4 million units this year. Overall crossover sales are up about 2% from last year, with compacts making most of that difference. As recently as 2007, crossovers only made up 15% of U.S. light vehicle sales. Pickup trucks are usually seen as America’s favorite vehicles, but in August crossovers outsold pickups by almost a 2 to 1 margin.

Between the A+ report card from Consumer Reports and a last-crossover-standing result for the IIHS small overlap test, even Tommy Callahan could sell somebody a Subaru Forester. “Here comes the meat wagon WEEE-OOO WEEE-OOO and the medic gets out and says, ‘Oh my God’. New guy’s around the corner puking his guts out – all because you wanted to buy a RAV4.”

Factor in some much-improved fuel economy from a continuously variable transmission, and the sales figures are like spank-tra-vision to Subie execs: up by a third year-to-date. Holy shnikes! Is this the year the lovable approach hiking shoe crosses-over from niche product to all-round segment leader? Let’s go camping.

Last week I wrote an article called A Deer In The Headlights about my parents hitting a deer a few days prior. In the story, I talked about the impact and reported that the RAV4 they were driving caught fire as they were being pulled out. Fortunately the good men and women of the Monroe, WA Fire Department arrived on the scene and, in short order, got things under control before the entire car melted down.

The deer emerged from the forest and leapt into the roadway in a sudden swift movement. The sights and sounds of the busy two lane highway assailed the animal’s senses and drove it towards panic. In the opposite lane a car flashed by at close to 60 mph and the noise of its passing echoed off of the thick brush behind the animal. With threats from ahead and behind, the animal pivoted and fled up the roadway, running headlong into the white RAV4 which, despite the driver’s best efforts, was still traveling somewhere north of 50 mph when it struck the animal.

It was the end of the line for the orange creamsicle Fiat 500e dubbed Zippy Zappy. She and I covered some 675 miles together during our seven-say odyssey (if you don’t know what I’m talking about, click over to Day 1, Day 2, Day 3, Day 4, Day 5, Day 6 before coming back to the saga, I promise we’ll wait for you.) As I ended my afternoon commute by rolling silently through my forest, I looked down at the power gauge. 33% left. It had been a hot day so I had the A/C on, cruise control set to 74 MPH and Toby Keith was blaring on the radio. My range anxiety was gone. But had some EV mystique been lost in the process?

Day six brought a typical Northern California morning: it was 41 degrees, foggy and raining in my forest. But because I was driving an electric vehicle, a squirrel greeted me at the doorstep to thank me for saving his home and a group of hummingbirds dried my charging cable with their tiny wings so I wouldn’t electrocute myself as I unplugged. Then I woke up. But it was still 41. And foggy. And raining.

Day five in our week-long look at living with an EV started once again with a full battery. If you’re just checking in, catch up by going to Day 1, Day 2, Day 3, Day 4 before coming back to the saga, I promise we’ll wait for you. Since I’m still afflicted with religion, and because the Episcopal denomination despises change, my Sundays have taken me to the same church, the same building and the same pew for over 33 years. It also means driving 22 miles each way because finding something closer would involve change.