Toyota debuted the sixth-generation RAV4 on May 21, continuing a crossover lineage that dates back 31 years. When the original launched in 1994 no one, probably not even Toyota, predicted how massive a sales success the model would be. Toyota has sold more than 15 million RAV4s in 180 countries around the world. There’s genuine history there and Toyota knows it. That’s why the newest one shared its global debut stage with six other models, including the 1989 concept that started it all. Here’s a brief history of the RAV4 from a Japanese market perspective.
It all began with the 1989 Tokyo Motor Show concept, whose name was spelled out RAV-Four. The bug-eyed runabout looked more like a beach cruiser, sort of a Suzuki Jimny but with monocoque construction. Despite its off-roady looks, it was designed for urban environments and looked cute and harmless. Little did we know it would unleash a crossover onslaught in the coming years.
The first-generation RAV4 didn’t go on sale in Japan until May 1994, almost five years after the concept was shown. It borrowed components from the Corolla and Celica parts bins, but had some interesting technology of its own as well. It employed full-time AWD and a bevel gear center diff that could be locked, making it more than the soft-roader it was often derided as.
Toyota recruited Takyua Kimura, Japan’s Brad Pitt, as the RAV4’s Japanese spokesperson. Not surprisingly, it made the RAV4 a hit with women. In Japan Toyota offered the Personal Selection plan, which allowed customers to mix and match any combination of exterior and interior colors from the catalog. Included were fashionable patterns like camouflage, and even the B-pillars and roof section between them could be painted a separate color to resemble a roll bar.
Most RAV4s came with a 3S-FE 2.0-liter four, mounted transversely and making 135 ps (133 hp) and 134 lb-ft of torque. However, in 1996 Toyota added a RAV4 Type G to the lineup, equipped with a Beams 3S-GE that made up to 180 ps (178 hp) and 148 lb-ft. Sadly, that high-performance model never made it to the US.
The second-gen RAV4 debuted in Japan in May 2000. Looking more like a crossover as we would know it today, this generation was what catapulted the RAV4 into mainstream success. In the US, at least, but this model wasn’t a big seller in Japan.
The first-gen was developed as a three-door model and later expanded to five-doors, but the second-gen was developed right off the bat as a five-door. Interestingly, they did sell a three-door model in Japan. And yes, the first of these are now eligible for import to the US under the 25-year rule, in case you needed another reason to feel old.
Debuting in Japan in November 2005, the third-gen RAV4 debuted solely as a five-door. The three-door was discontinued, but there were still two sizes, a short-wheelbase and a long-wheelbase, sold around the world. America got the long-wheelbase variant, while the short-wheelbase ones were sold in Europe, South America, and Africa. In Japan, the long-wheelbase version was called the Vanguard, a different model altogether.
All Japanese models were fitted with a 2.4-liter 2AZ-FE engine making 170 hp and 165 lb-ft. This generation had an unusually long lifespan, sold in Japan until 2016. RAV4 historians might note that this overlaps with the debut of the fourth-gen, and there’s a good reason for that.
The fourth-generation RAV4 was not sold in Japan. It debuted at the Los Angeles Auto Show in November 2012 and went on sale in January 2013 in North America and Europe. You’ll notice that this is the only car in this lineup to have left-hand steering. In general, crossovers in this segment were falling out of favor in Japan (the Honda CR-V also took a hiatus there).
The rest of the world seemingly couldn’t get enough of it. The RAV4 was the world’s best-selling SUV for 2016-17. US models got a 2.5-liter four while Europe made do with a 2.0-liter gasoline and 2.2-liter diesel engines. Toyota did cheat a little, though, because a reskinned RAV4 was sold in Japan as the Harrier (which was no longer a rebadged Lexus RX).
The fifth-generation RAV4 was unveiled as a concept at the 2017 LA Auto Show, with a production model following at the NY Auto Show in 2018. Gasoline models went on sale in the US in November 2018, and hybrid models soon after in March 2019. A month later both versions on sale in Japan, marking the RAV4’s triumphant return. As part of the reintroduction, Toyota retconned its etymology to mean “Robust Accurate Vehicle with 4 Wheel Drive”.
It was an enormous sales success. Toyota had targeted monthly sales of 3000 units, but orders exceeded 24,000 in the first month. It won Japan’s Car of the Year award for 2019, the first time in a decade that Toyota had won. A rebadged and arguably better-looking version of the fifth-gen RAV4 was sold in Europe as the Suzuki Across. Interesting footnote: This was the last new car to be introduced in the Heisei Era.
And that brings us to the sixth-gen, which debuted on Wednesday looking like an absolute brute. There’s perhaps a nod to the first- through third-gen models in the shape of its grille.
All models are hybrids, making 226 horsepower for front-drive versions and 236 in AWD guise. PHEV variants make 320, and there’s even a GR Sport with performance suspension, lightweight wheels wrapped in summer tires, a spoiler, and increased body rigidity.
In three decades the RAV4 has completely taken over the Toyota lineup. It’s by far the company’s most popular model in the US, outselling the Camry and Corolla, once considered Toyota’s bread-and-butter models. It no longer bears any resemblance to the cute urban cruiser concept from 1989. But by shedding its fun, friendly image it has become the undisputed king of the streets.
Meh. Another cute Ute.
… As having wondered about a Wikipedia page regarding the list of vehicles / cars that faced with negative receptions for countless times, then as I recently saw a twelve years old (2013) article from Top Gear titled “The worst cars – it’s your turn”, I even saw a quote by Jeremy Clarkson said that in regards to the RAV4’s platform sharer Corolla as “Prolonging a boring life is worse than not staring one in the first place. That is why you must never drive a Toyota Corolla.” and the others even mentioned on the article that while the Corolla captures the image of mediocrity – which is the common archtype of Japanese (and other Asian) cars as South Korea (Hyundai / Kia country) already harbors antagonism towards Japan since the end of the 1940s – just as a half of people elsewhere abroad don’t mind how much Toyota markets and assembles them (Corolla), therefore Corolla drivers are equated to those driving Peugeot vehicles in places where the French carmaker and its products are neither sold nor seen much there in all honesty. Still, Peugeot, especially even before late 2000s-onwards, while being deeply underrepresented / marginalized all-out, is quite a fine marque with fine cars since PSA’s 2019 merger with Fiat Chrysler / FCA was foreshadowed by Pugs’ front end bearing resemblances to Ferrari models since the Prancing Horse marque was – although part of Fiat but Ferrari too is owned by Exor of Fiat founders Agnelli family.
In regards of the French lion, which is to Peugeot as Italian horse / stallion is to Ferrari – given both automakers’ logos sharing the same shape like Lancia but with the latter not having a spirit animal, the current-generation [Peugeot] 3008 – the RAV4’s peer – with its model code being P64 has its exterior styling to be likened with the Dodge Caliber that shared with the Mitsubishi Outlander (which was rebadged and sold by PSA Peugeot Citroen as 4007 / C-Crosser) and the Caliber was criticized (back when crossover vehicles weren’t much of a thing) for being SUV-like when it was considered as a compact / small family / C-segment car – thus describing the Caliber to be graceful as a sumo wrestler in figure skates as given the car’s Japanese lineage / connections.
Meanwhile, the upcoming RAV4’s exterior design(s) not only bears resemblance(s) to the current Nissan X-Trail / Rogue that has been for four years, as well as the Nissan X-T-R and fellow compatriot [Mitsubishi] Outlander has European / French connection(s) – sharing the same blueprints / anatomy with Renault cars as the current Outlander is different from the previous generations (one that was sold with another Gallic name similar to Suzuki’s SX4 with the Fiat Sedici), but also the RAV4, as also described (only but mainly in America) as a car that’s not recommended by hip-hop / rap / R&B people – if only Kaya Scodelario were Europe’s Jennifer Lopez (JLo) and she became Kaya SKODAlario but drives a Stellantis whip (Effy Stonem’s actress is of Brazilian origin as Fiat and Peugeot plus Renault vehicles are profoundly popular in Brazil), is what defines the slow (but silent) declination of Japanese automotive / motoring imagery for the same reasons not only Toyota have been under scrutiny for years regarding the favoritism towards hybrids over “wunderbar” (since its inventor was German) diesels, product recalls etc – but also others like safety issues (also faced by Toyota and fellow partner Suzuki), the continuation of the Nissan name (formerly Datsun) as a whole following Ghosn’s removal from post, among others… (And speaking of these, the 1989 RAV4 concept that later captured the image of the first two production RAV4s even foreshadowed that of the Suzuki X-90 that was also described as the “progenitor of the pre-TOWIE Essexmobile”, because it would be like a Mark of Cain when the RAV4, its fellow Toyotas, peers from fellow Japanese brands and neighboring Republic of Korea ends up joining a group that consists a myriad of lemons which also includes the pre-facelift Fiat Multipla, Alfa Romeo Arna, Opel / Vauxhall Sintra, Nissan Juke, Austin Marina and its front-wheel drive layout sibling Allegro, Rover CityRover etc….)
In Australia we were offered a 3.5 2gr v6 in the third generation Rav-4. It made for a rather spritely vehicle in a straight line but the heavier V6 did affect the handling somewhat.