Toyota is targeting new parents in their 30s with the RAV4 compact crossover.
If you want to make money, you go where the money is, and that's with the millennials; one recent study at the University of Massachusetts Dartmouth pegs this group of 17-to-36-year-olds to have a purchasing power of $2.45-trillion (U.S.) worldwide by next year.
So it makes sense that car makers are targeting this segment, and Toyota is no different. If you've been watching TV, you might have seen its commercials for the RAV4 compact crossover, filled with young, smiling families having the time of their lives.
This marketing makes sense because this crossover exudes fun and doesn't take itself too seriously, and yet it does so while still having the feel of an upmarket and more expensive vehicle. It's right at the point of where thirtysomethings might be in their life: young enough to be adventurous and spontaneous, but well past their pizza delivery days and entering a higher pay scale, likely with a young family. It's called growing up.
The compact crossover market is the hottest segment in Canada, and the RAV4 trails just the Ford Escape in sales. It's clear why it's so popular – Toyota has tossed aside its traditional cloak of dreariness and let its designers cut a sharper suit for the RAV4. It's really a good-looking car, even if you don't like the Hot Lava paint job on this top-of-the-line model. Inside is even better; it's a design delight and one of the nicest cabins I've seen in a while. It's well put together with big leather seats and a cabin that offers good lines of sight, and it's roomy. The rear seatbacks even adjust and afford passengers enough room to stretch out, or put a couple of baby seats back there with all the accompanying accoutrement behind them – only the Nissan Rogue has more cargo space behind the seats in this segment. Plus, the rear hatch opens up instead of swinging to the side, which helps loading in tight spaces or off the sidewalk.
The ride is comfortable yet sporty, the engine has a surprising amount of pop and the vehicle feels solid on the road; in all, it's a great blend of comfort, performance and utility. The downfall is its price: at almost $40,000, that's some pretty grown-up coin for a compact crossover that's meant to appeal to a younger generation. There are less expensive RAV4 models of the RAV4 that offer fewer bells and whistles. Perhaps this Limited version is for those who have grown up just a little bit more.
You'll like this car if ... You're movin' on up but still have your feet on the ground.
TECH SPECS
- Base price: $24,005; as tested: $37,307
- Engine: 2.5-litre inline four-cylinder
- Transmission: Six-speed automatic
- Fuel economy (litres/100 km): 10.7 city/8.3 highway
- Alternatives: Honda CR-V, Ford Escape, Subaru Forester, Hyundai Tucson, Chevrolet Equinox, Nissan Rogue, Mazda CX-5, Jeep Cherokee, Kia Sportage
RATINGS
- Looks: Sharper and more upscale than its predecessor; Toyota is finally moving away from its staid reputation.
- Interior: Every person who entered the cabin said “wow.” It’s creative with good ergonomics and varied materials.
- Performance: Surprisingly spritely (unless it’s in Eco mode), and stable in the corners. Its only downfall is the overboosted steering, though that shouldn’t bother most buyers.
- Tech: Standard reversing camera, power liftgate, an easy-to-use infotainment system and a host of safety features come with this higher model.
- Cargo: The new liftgate is better than the side-hinged version of previous models; cargo room is still generous despite the spare tire being moved to under the floor.
The Verdict
8.5
A stylish yet utilitarian vehicle for people who still like the driving part about cars.