The Toyota RAV4 may not have the panache of the Supra, but in the grand scheme of it all, its importance cannot be denied. Launched in the U.S. market in 1996, the RAV4 introduced a new segment of people mover and has gone on to become one of the best-selling models for Toyota.
This year marks the 25th anniversary of what can now be called an iconic model. Now in its fifth generation, the current RAV4 seems so different from the original. But that’s not a bad point as the model line has matured and the competition is fierce. In a recent conference call, Toyota looked back at the RAV4’s history, chronicling the changes, while hinting at what’s ahead.
As Toyota explained it, convincing the company’s leadership that a model such as the RAV4 has a place in the product portfolio required a solid case for it. That was in the early 1990s when cars dominated and traditional SUVs such as the 4Runner and Land Cruiser served a niche. But the writing was already on the wall for utility vehicle growth and somehow a compact model was developed, then approved by still skeptical management.
