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Toyota has confirmed that it will kill off the Venza to make way for the new Crown Signia, which packs the same Lexus-esque luxury and hybrid powertrain into a roomier package. A glaring case of déjà vu? Certainly. That's because this isn't the first time we've seen the Venza badge slapped onto a Toyota crossover, nor is it the first time we've seen the automaker send it to the chopping block.
The Original Venza
Toyota's first whack at the Venza nameplate came as a rather confusing cross between a wagon and an SUV, not unlike the recently-revealed Crown Signia. Assembled in the United States and based on a modified version of the platform used by the Camry and Lexus RX, the first Venza hit the market on the late side of 2008, before receiving a mid-cycle refresh in 2012. However, its time on the market was accompanied by a steady decline in sales, and as a result Toyota discontinued the Venza after the 2015 model year.
Second Time's The Charm?
Little did we know that this wasn't the end of its story, as the Venza made a surprise return for the 2021 model year. This time, it was positioned as a hybrid-only SUV with all-wheel drive marked as standard. It offered luxe Lexus vibes inside and out, catering to those who wanted more than just a gussied-up RAV4 Hybrid for their hard-earned $35,000. The reincarnated Venza performed well during its first year on sale, but the years that followed saw the SUV dip below its projected annual sales figures. Its tri-motor hybrid powertrain, which worked with a 2.5 liter inline-four gas engine to make 219 hp and 163 lb-ft of torque, delivered an impressive combined fuel economy rating of 39 MPG. While that served as a strong selling point, the second Venza likely lost its luster due to its poor cargo space, lackluster towing capacity, and the questionable absence of roof rails.
Handing Over The Crown
That brings us to 2024, which is just about when the Venza should be receiving a light refresh. But instead, Toyota has decided to replace it altogether with the Crown Signia, which may not share a name, but shares plenty of resemblance with the wagon-like looks of the first-generation Venza. It plans to address all of the issues that plagued its predecessors, offering more space, the same echoes of Lexus, and additional power. The latter comes from a familiar powertrain, which still pairs a 2.5 liter inline-four with three electric motors, but output has been raised to 243 horses. The Signia is also poised to do a better job at the real SUV stuff, adding those long-overdue roof rails and flexing some new towing muscles, boasting a decent tow rating of 2,700 pounds.
There are still some prices to pay, however. The Crown Signia knocks fuel economy from 39 to 36 MPG combined, and there's a chance that the SUV's starting price could enter the $40,000 territory. Nonetheless, Toyota is still willing to give us a long, wagon-like budget Lexus, no matter how many times it must try to get it right.
As for Venza fans in markets where it goes by the Harrier name, the SUV will still be produced and sold in those places.
Will you miss the Venza?
Image Credits: Toyota
Discontinued
Nov 19, 2023
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Toyota Venza Gets The Axe Again, But What's The Reason Now?
The hybrid SUV will end production after 2024, with the new Crown Signia taking its place.
Toyota has confirmed that it will kill off the Venza to make way for the new Crown Signia, which packs the same Lexus-esque luxury and hybrid powertrain into a roomier package. A glaring case of déjà vu? Certainly. That's because this isn't the first time we've seen the Venza badge slapped onto a Toyota crossover, nor is it the first time we've seen the automaker send it to the chopping block.
The Original Venza
Toyota's first whack at the Venza nameplate came as a rather confusing cross between a wagon and an SUV, not unlike the recently-revealed Crown Signia. Assembled in the United States and based on a modified version of the platform used by the Camry and Lexus RX, the first Venza hit the market on the late side of 2008, before receiving a mid-cycle refresh in 2012. However, its time on the market was accompanied by a steady decline in sales, and as a result Toyota discontinued the Venza after the 2015 model year.
Second Time's The Charm?
Little did we know that this wasn't the end of its story, as the Venza made a surprise return for the 2021 model year. This time, it was positioned as a hybrid-only SUV with all-wheel drive marked as standard. It offered luxe Lexus vibes inside and out, catering to those who wanted more than just a gussied-up RAV4 Hybrid for their hard-earned $35,000. The reincarnated Venza performed well during its first year on sale, but the years that followed saw the SUV dip below its projected annual sales figures. Its tri-motor hybrid powertrain, which worked with a 2.5 liter inline-four gas engine to make 219 hp and 163 lb-ft of torque, delivered an impressive combined fuel economy rating of 39 MPG. While that served as a strong selling point, the second Venza likely lost its luster due to its poor cargo space, lackluster towing capacity, and the questionable absence of roof rails.
Handing Over The Crown
That brings us to 2024, which is just about when the Venza should be receiving a light refresh. But instead, Toyota has decided to replace it altogether with the Crown Signia, which may not share a name, but shares plenty of resemblance with the wagon-like looks of the first-generation Venza. It plans to address all of the issues that plagued its predecessors, offering more space, the same echoes of Lexus, and additional power. The latter comes from a familiar powertrain, which still pairs a 2.5 liter inline-four with three electric motors, but output has been raised to 243 horses. The Signia is also poised to do a better job at the real SUV stuff, adding those long-overdue roof rails and flexing some new towing muscles, boasting a decent tow rating of 2,700 pounds.
There are still some prices to pay, however. The Crown Signia knocks fuel economy from 39 to 36 MPG combined, and there's a chance that the SUV's starting price could enter the $40,000 territory. Nonetheless, Toyota is still willing to give us a long, wagon-like budget Lexus, no matter how many times it must try to get it right.
As for Venza fans in markets where it goes by the Harrier name, the SUV will still be produced and sold in those places.
Will you miss the Venza?
Image Credits: Toyota
