The new Toyota RAV4 is more than just an update. The SUV has become a benchmark in global markets thanks to Toyota's ability to make it a car for the masses. This month, exactly 21 years after the introduction of the first generation RAV4, known as the XA10 series, the Japanese manufacturer presented the sixth version.
Here are some interesting facts that explain why the Toyota RAV4 is so important to the Japanese manufacturer and global markets.
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Source: Toyota
The RAV4 is not only Toyota's most popular vehicle, even ahead of the Corolla, it is also the best-selling car in the world. Although the numbers for the entire year 2024 are not yet ready, it is very likely that it will lead the global model rankings, just a few units ahead of the Tesla Model Y, the world's best-selling vehicle in 2023.
That's a remarkable position considering it was its last full year on the market before the new generation hits the streets this year.
According to the research, based on data from 117 markets, the RAV4 sold around 1.178 million units last year, a 10% increase compared to 2023. The growth is quite surprising considering that the fifth generation has been on the market since 2018. Its continued popularity in markets such as China, the US, Europe, Japan, the Middle East, Australia and even emerging markets has contributed to this success.
Toyota RAV4 global sales by generation. *Sales until December 2024. Source: Toyota, national sales statistics by country.
Photo from: Motor1.com
In 2024, the Toyota RAV4 was responsible for 12.6% of the brand's global sales. This is a significant contribution that makes the RAV4 a key product for Toyota. It is even more important in some countries, such as the United States (23% of Toyota sales there), China (21%), Australia (26%), Canada (37%), Taiwan (16%) and Mexico (13%). In Europe and Türkiye, the RAV4 was responsible for 8% of the brand's sales.
Toyota sold 47% of RAV4s in the US and Canada and 30% in China, including Taiwan. The Europe-Türkiye region accounted for 7.5% of the global total; Southeast Asia-Pacific, 6%.
Sales of Toyota models
Photo from: Motor1.com
The Toyota RAV4 was the first SUV that was not an exclusive vehicle. Until the launch of the first generation in 1994, all SUVs/off-roaders available on global markets were luxury. And the majority of the population could not afford them.
The RAV4 changed this situation and created a new segment (perhaps, together with the Kia Sportage) that was soon joined by all its competitors, starting with the Honda CR-V or the Land Rover Freelander of the time.
With the sixth generation, Toyota wants to maintain the strategic position of the RAV4 in an increasingly competitive and difficult global market. The Chinese offensive now has a new and stronger rival.
The author of the article, Felipe Muñoz, is a Specialist in the automotive sector at JATO Dynamics.
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