Cars
A Camry wagon sounds ideal. On paper.
But Toyota’s announcement that the Venza will be discontinued follows U.S. sales declines in four of the last five years. Venza volume peaked in the model’s first full year at 54,410 units. Two years later, in 2011, Venza sales slid 28%. Last year, U.S. Venza volume was barely more than half what it was in 2009.
In a Toyota showroom chock-full of SUVs and crossovers – RAV4, Highlander, 4Runner, FJ Cruiser, Land Cruiser, Sequoia – and a close relation at Lexus, the RX, routinely outselling all premium SUV/CUV nameplates, the Venza was tasked with too great a challenge: carve out a niche for a brand which has all corners covered, but not too small a niche.
Meanwhile, the Camry continued to prove successful at generating sales activity in the mainstream, with increased sales in 2012, 2013, and 2014, all years in which Venza volume declined.
The Venza lacks the Highlander’s third row and, in recent times, operated with a base price 23% higher than the RAV4’s. The standard 2.7L, 181-horsepower inline-four is tasked with propelling 3800+ pounds. And while the Subaru Outback’s success leads many to believe that there’s room in a corridor between traditional cars and utility vehicles, the Venza and far less common (and similarly discontinued) Honda Crosstour consistently imply otherwise. (Other two-row utility vehicles like the Ford Edge and Nissan Murano sell far more often than the Venza.)
Historic Monthly & Yearly Toyota Venza Sales Figures
Historic Monthly & Yearly Honda Crosstour Sales Figures
All Vehicles Ranked By 2014 Year End U.S. Sales
Aside from the car’s low U.S. sales volume, the cancellation of the Venza will open up greater production capacity for more popular vehicles built at the same Kentucky site, Toyota’s Avalon and Camry, the latter being America’s best-selling car.
But if the Venza had proven sufficiently popular, Toyota wouldn’t need to rely on the Highlander and RAV4 to generate the volume to make up for Venza losses. Aside from August 2009’s Cash For Clunkers-empowered 8435-unit performance, Toyota USA only sold more than 5000 Venzas in four different months: July, October, and December 2009 and March 2010. Average monthly volume since 2011 fell below 3100 units. On the other hand, Subaru sold more than 10,000 Outbacks per month during the same period.
This article also appeared this morning on The Truth About Cars.
- Toyota Venza Sales Figures
Here you will find monthly and yearly Canadian and U.S. sales figures for the Toyota Venza. Use the dropdown at the top right of this page or at GCBC's Sales Stats home to find sales figures for any other vehicle currently on sale in North America. ...
- The Good 12 V4.0 Part 12 - Toyota Venza
TOYOTA VENZA Wagons, depending on who's answering the question, are either truly, wonderfully cool or very, very objectionable. Despite the Venza's elevated height, an increasingly common feature of many new cars, the Toyota Venza is for all...
- Midsize Car Sales And Large Car Sales In Canada - May 2010
Consider May 2010 car sales from the USA, just for a second. America's best-selling full-size car, the Chevrolet Impala, was purchased twice as frequently as America's best-selling subcompact car, the Nissan Versa. Now look at May 2010 car sales...
- Midsize Car Sales In Canada - April 2010
To save space and to recognize the achievements of a couple hot-selling wagons, The Good Car Guy began (in this Graph only, not in Best Sellers lists) to link the Toyota Venza with the Toyota Camry and the Subaru Outback with the Subaru Legacy. It makes...
- The Good 12 V3.0 - Part Xi
TOYOTA VENZA Beautiful cars of yesteryear weren't full of overwrought styling idiosyncrasies or oversized wheels and grille badges. Clearly then, the Toyota Venza is not a beautiful car. Nevertheless, the Venza is a bold approach from a conservative...
Cars
Toyota Venza Discontinued - The Full GCBC Sales Analysis
But Toyota’s announcement that the Venza will be discontinued follows U.S. sales declines in four of the last five years. Venza volume peaked in the model’s first full year at 54,410 units. Two years later, in 2011, Venza sales slid 28%. Last year, U.S. Venza volume was barely more than half what it was in 2009.
In a Toyota showroom chock-full of SUVs and crossovers – RAV4, Highlander, 4Runner, FJ Cruiser, Land Cruiser, Sequoia – and a close relation at Lexus, the RX, routinely outselling all premium SUV/CUV nameplates, the Venza was tasked with too great a challenge: carve out a niche for a brand which has all corners covered, but not too small a niche.
Meanwhile, the Camry continued to prove successful at generating sales activity in the mainstream, with increased sales in 2012, 2013, and 2014, all years in which Venza volume declined.
Historic Monthly & Yearly Toyota Venza Sales Figures
Historic Monthly & Yearly Honda Crosstour Sales Figures
All Vehicles Ranked By 2014 Year End U.S. Sales
Aside from the car’s low U.S. sales volume, the cancellation of the Venza will open up greater production capacity for more popular vehicles built at the same Kentucky site, Toyota’s Avalon and Camry, the latter being America’s best-selling car.
But if the Venza had proven sufficiently popular, Toyota wouldn’t need to rely on the Highlander and RAV4 to generate the volume to make up for Venza losses. Aside from August 2009’s Cash For Clunkers-empowered 8435-unit performance, Toyota USA only sold more than 5000 Venzas in four different months: July, October, and December 2009 and March 2010. Average monthly volume since 2011 fell below 3100 units. On the other hand, Subaru sold more than 10,000 Outbacks per month during the same period.
This article also appeared this morning on The Truth About Cars.
- Toyota Venza Sales Figures
Here you will find monthly and yearly Canadian and U.S. sales figures for the Toyota Venza. Use the dropdown at the top right of this page or at GCBC's Sales Stats home to find sales figures for any other vehicle currently on sale in North America. ...
- The Good 12 V4.0 Part 12 - Toyota Venza
TOYOTA VENZA Wagons, depending on who's answering the question, are either truly, wonderfully cool or very, very objectionable. Despite the Venza's elevated height, an increasingly common feature of many new cars, the Toyota Venza is for all...
- Midsize Car Sales And Large Car Sales In Canada - May 2010
Consider May 2010 car sales from the USA, just for a second. America's best-selling full-size car, the Chevrolet Impala, was purchased twice as frequently as America's best-selling subcompact car, the Nissan Versa. Now look at May 2010 car sales...
- Midsize Car Sales In Canada - April 2010
To save space and to recognize the achievements of a couple hot-selling wagons, The Good Car Guy began (in this Graph only, not in Best Sellers lists) to link the Toyota Venza with the Toyota Camry and the Subaru Outback with the Subaru Legacy. It makes...
- The Good 12 V3.0 - Part Xi
TOYOTA VENZA Beautiful cars of yesteryear weren't full of overwrought styling idiosyncrasies or oversized wheels and grille badges. Clearly then, the Toyota Venza is not a beautiful car. Nevertheless, the Venza is a bold approach from a conservative...