Head-on view of a 2015 Toyota Venza

Why did Toyota originally discontinue the Venza?

Reasons for the Toyota Venza Demise and Resurrection

You may remember the Toyota Venza from its original run, which lasted from late 2008 until the 2015 model year. You may have also heard that the Venza is making a much-vaunted return for 2021. Why did Toyota originally axe the Venza? And why is the model now making its return?



The reasons given by Toyota for ending production of the original Venza back in 2015 were “customer preference, competitiveness within the segment, and deteriorating sales.” While the model was decently successful in the years immediately following its release, sales soon began to decrease, especially compared to immensely popular models like the RAV4 and Highlander.

Why is Toyota bringing back the Venza?

Now, Toyota is bringing back the Venza, albeit in a new form. The automaker sees an opening in its SUV lineup between the compact RAV4 and the full-size Highlander. There’s also a unique fuel twist; the 2021 Toyota Venza will be an exclusively hybrid midsize crossover. Drivers can look forward to a purported 40 miles-per-gallon on the vehicle.

This thrifty, capable machine already exists in Japan in the form of a machine called the Toyota Harrier, and our Venza will be an imported version of this ride.

What was the original Toyota Venza?

The first-generation Toyota Venza launched in late 2008. It was marketed as an alternative to sedans, aimed at customers who wanted the utility of a crossover paired to the endearing looks of a Camry or Avalon.

The original Venza wasn’t quite a full-fledged SUV or van; it was more of a tall station wagon. Of course, a new vehicle can’t be openly called a station wagon or look too much like one, because Americans hold a pretty strong prejudice towards those vehicles these days.

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