The strange concept that gave rise to the Toyota RAV4

The sixth generation of Toyota RAV4 was recently revealed. It presents a new design and an increasingly sophisticated hybrid line. It is an important car, as it is the best-selling in the world, surpassing the Tesla Model Y or the Corolla. According to our research, based on data from 117 markets, in 2024 around 1.178 million units (+10% compared to 2023).

The result is remarkable for a car launched in the early 90s. The RAV4 managed to predict the explosion of the crossover segment at least a decade in advance. And it all started with her: the Toyota RAV-FOUR Prototype of 1989.

Toyota RAV Four prototype (1989)

Photo by: Toyota

The first RAV4

In 1989, at the Tokyo Motor Show, Toyota presented a car that looked like something out of a futuristic manga: it was called RAV-FOUR, an acronym for “Recreational Active Vehicle with 4-wheel drive“. It has all-wheel drivean original style and a clear mission, which is to bring the off-road soul to the urban world.

The project has its roots in 1986, when Toyota began to reflect on a compact and versatile model, capable of combining the practicality of city ​​cars with the adventure of off-roads. The answer is this small 4×4 with an unconventional style: round headlights, asymmetrical grille, flared fenders, sides with deep grooves.

There’s even a winch hidden behind a front cover marked “Emergency Only”, a detail that reveals the playful and utilitarian spirit of the concept.

Toyota RAV Four Prototype (1989)

Photo by: Toyota

A compact for fun

Toyota defines the RAV-FOUR as a “neo-urban 4WD car”, designed for an active and dynamic lifestyle.

It is only 3.7 meters long, has spiked tires and, inside the cabinpresents object holder networks in the panel to hold objects during bumpy rides.

Toyota RAV Four Prototype (1989), o interior

Photo by: Toyota

Overall, it’s a car designed for fun, rather than climbing mountains. In 1991, Toyota gave the project the green light and the first production RAV4 debuted in 1994 in Japan and Europe, and in 1996 in the United States, revolutionizing the market with its formula: compact dimensions, all-wheel drive and a platform derived from a sedan.

In fact, it is considered by many to be the first true modern crossover, long before the term entered common usage.

Toyota RAV Four Prototype (1989)

Photo by: Toyota

Photo by: Toyota

Today, the RAV4 represents 12.6% of global sales from Toyota, with even higher percentages in countries such as Canada (37%), Australia (26%) and the United States (23%).

Toyota RAV4 global sales across generations. * sales until December 2024. Source: Toyota, national sales statistics by country.

Photo from: Motor1.com