Toyota has unveiled its sixth-generation RAV4. Having pioneered the crossover segment and shared the fun of driving with the world, the RAV4 has continued to evolve, and now incorporates the Arene platform. (Figures are based on development data)
Streetwise, yet ready for the outdoors
And with new choice, came new opportunity.
The opportunity to go to new places...The opportunity to take all your stuff... And the opportunity to express your own personality in the process.
Now, many of the best inventions are things that you never imagined you needed...until suddenly they became an indispensable part of life...
In pioneering the crossover segment, RAV4 shifted the epicenter of the automotive industry...bringing aspiration and fun to the “daily driver”.
The 1st generation was streetwise...but ready for the outdoors...
It was small...but spacious and versatile...It had a strong character...but was friendly and approachable.
It started off as a niche product...
But by the time the second and third generations came along, people all over the world had embraced the RAV4.
From Australia to Africa, from Bulgaria to Bolivia...Over the last 30 years, it’s taken on a life of its own.
From the very beginning of life...To the start of a life together...To new chapters in your professional life...Or cherishing the 92nd year of life.
What it all comes down to...is that...Life...is an Adventure.
And it’s our job to make that adventure ever more fruitful and enjoyable for as many people as possible.
The dilemma
Now at this point I’d like to tell you that it was all plain sailing but, of course, it wasn’t.
As RAV4 grew in popularity, we faced a dilemma.
We started out with a car with a strong outdoor personality...But as the segment matured around it, RAV4 risked becoming...middle of the road.
Like a rebel rock star, it had created a new genre of music...only to find itself in the mainstream.
Now we talk a lot about Akio Toyoda’s mantra of “making ever-better cars”...
Now I believe the key to achieving this...is that every product should have a clear and honest story...
From the trust that Land Cruiser represents to people all over the world...to the personalization that Hilux Champ offers people in Southeast Asia...from the ultimate excitement of the Tacoma and 4Runner in the US...all the way to the sophistication of the bZ3X in China...
Each is an honest, yet different interpretation of a recreational vehicle...and each has a distinct place in the hearts of our customers around the world.
So, when it came to developing the 5th generation, we made a conscious decision to play to its strengths...Everyday Adventure.
The new TNGA platform enabled this move...and allowed us to make it more rugged, while at the same time maintaining its accessibility.
And it’s safe to say, it’s been more successful than ever...The RAV4 is now sold in 180 countries and regions...In 30 years that’s 15 million units...driven 60 million times around the globe...
Our customers embraced an idea, and they made it their own.