Why was Toyota Venza discontinued?

Posted by: Kennedy Ilediagu

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If you are one of the Venza users and lovers around the world who still can't seem to wrap their heads around the actual reasons Toyota decided to stop making the model, no need to worry as Naijauto has decided to bring you the actual truth. Read on!

There was a time the Toyota Venza (regardless of version) was considered "hot cake" by automobile lovers in Nigeria. The midsize vehicle had been driven by both old and young, men and women and it's fuel economy feature was endeared. But after the 2015 version was released, the Japanese brand announced to the amazement of its customers that it will discontinue production of the model.

"Toyota will stop production of the Venza at Toyota Motor Manufacturing, Kentucky (TMMK) by June 2015 for the United States, and by September 2017 for other export destinations,"

a Toyota spokesman said in a statement released early 2015.

Almost 4 years later, Venza users and lovers around the world still can't seem to wrap their heads around the actual reasons the brand decided to stop making this model. But no need to worry, Naijauto has decided to dig deep and bring you the actual truth to why Toyota Venza was discontinued.

1. Deteriorating Sales

In the statement released by Toyota that year, they listed deteriorating sales as one of the reasons they stopped making the Venza. The Venza was supposed to be an option for those who wanted something smaller than a Highlander but bigger than a RAV4. It was first launched in 2008 and actually sold up-to expectations, with over 54,000 units sold the following year. Another thing that attracted users to the vehicle was it's part crossover and part wagon styling.


The Toyota Venza is still sought after by Nigerian car lovers

But after the 2009 sales, the numbers went down over the years with just nearly 30,000 sold in 2014. This was really disappointing for the brand who had sold about 10 times the same number for units of the Toyota RAV4 and over 7 times the number of Toyota Highlanders. Hence, the production of the RAV4 was increased and they stopped making the venza. Just to add, there's also rumours that the Highlander might follow suit. So go get yours before then.

2. Market competitiveness

The second reason cited by the brand was competitiveness. As stated earlier, Toyota Venza was meant to be 2-row option in between the 3-row Highlander and the much smaller RAV4. Therefore, it was expected to compete with the two and probably sell more - but it didn't. Reports even showed that the Lexus and Ford crossovers that were in the same level with the Venza received better reviews from customers in America, Canada and some other parts of the world.

>>> Toyota Venza 2010 model: Price in Nigeria, Problems, Interior & More

The Venza never really competed in any "Car of the year awards", and was only once compared to the Nissan Murano and Ford Edge Sport. Furthermore, other brands also had better electronic and software systems. The only advantage the venza had over them was fuel economy but that wasn't enough to keep making more of the model.

3. Customer preference

The reviews favoured Toyota RAV4 than it did the Venza. Though it had more space and a wider turning radius, customers argued that if they wanted all that they'll get a Highlander. That said, this is a reason Nigerian car owners should endeavour to give reviews on websites of car manufacturers. With lots of people still hoping to own the venza, the company may have stopped making the venza in other parts of the world and made exceptions for some countries.

Will the Venza ever make another grand entrance? Let's wait and see!

>>> In the meantime, let's check through thousands of used Toyota Venza for sale in Nigeria on Naijauto.com!

Kennedy Ilediagu
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Kennedy Ilediagu

Kennedy Ilediagu


Kennedy Ilediagu is an experienced wordsmith and a creative automotive writer for Naijauto.com. His forte ranges from vehicle maintenance and latest industry updates, to car review articles. He is also a brand management and content creation expert who has worked with Daily Posts (United Kingdom), ESUT Egg Day magazine, and many others for years. Digital copies written by him inform, educate and engage readers globally. When Kennedy is not writing, he is busy taking care of animals, traveling or watching football.


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