Toyota launches all-new RAV4 model

Toyota Motor Philippines (TMP) yesterday unveiled the all-new RAV4, a compact SUV model that contributes only a small share in the company’s overall sales, but is deemed an important model as it builds the personality of the Japanese carmaker.

TMP Senior Vice-President for Marketing Jose Maria Atienza said at the launch of the fifth generation RAV4 they are looking at 80-100 unit sales a month, a far cry from the 411 units sold of the previous model in the entire of 2018.

Maria Cristina Fe N. Arevalo, TMP first vice-president, explained that it has been a trend that sales of a car model that is close to its end of life cycle to normally dip, but it recovers once a new model is launched. Thus, she said, the company hopes to more than double RAV4 sales this year to about a thousand units.

“RAV4 serves a very niche market and a small share in the overall sales with roughly 30 units in monthly sales last year, but it has a very specific role as it helps out in the personality of the brand,” Atienza pointed out.

RAV4 has been attracting lots of female buyers. It has also a following of a young market of 32-42 years old with salary range of as much as 195,000-1105,000 a month.

“RAV4 then plays a big role as a legacy SUV brand of Toyota,” Atienza said.

The 5th generation RAV4, which is imported completely built-up (CBU) from Japan, has evolved a lot technologically but it retained the concept of a fun vehicle where endusers can express their own personality.

“The all-new RAV4 is the ultimate SUV crossover for urban adventure,” added Arevalo.

TMP President Satoru Suzuki said at the launch of the full model change in Bonifacio High Street that the new RAV4 embodies Toyota’s values – from sporty design, powerful performance, and outstanding safety features.

“Built with the Toyota New Global Architecture, we can expect this SUV to deliver only the best driving experience,” said Suzuki.

The all-new RAV4 is available in three variants — LE priced at 11.638 million; XLE at 11.870 million; and LTD at 1P2.188 million. It also comes in six standard colors — white pearl, red mica metallic, silver metallic, gray metallic, urban khaki, and cyan metallic.