burlapp car

Toyota is Working On a New Venza/Harrier.

By  •  Published:  •  Last updated:

The Toyota Harrier might be getting a new design soon, after over 6 years. It was sold in the US as the Toyota Venza for a while. But was never that popular. Despite its refined looks and hybrid-only powertrain, U.S. sales remained fairly low. And Toyota discontinued the Venza before the RAV4 received its full redesign for 2026. I personally think the good old Venza still looks 100 times better than the new RAV4…

In its place, Toyota introduced the larger and more premium Crown Signia, which starts at nearly $44,000. Meanwhile, the redesigned 2026 RAV4 begins at around $33,000. That price gap technically leaves room in Toyota’s lineup for a new stylish, midsize crossover positioned between the two models.

There is another member of the Crown family we are not getting North America. It’s the slightly smaller sport SUV called the Crown Sport. While the crown Sport came just around 3 years ago, it seems Toyota would like to merge both models. With the Crown Sport and Harrier becoming one. Not sure which name will survive, Crown Sport or Harrier. But Toyota has so many models in japan, cleaning house a little bit might not be such a bad idea…

The new model may adopt a more coupe-like silhouette, giving it a sportier and more sophisticated appearance compared to the boxier 2026 RAV4. While interior space could be slightly reduced due to the sleeker roofline, the emphasis would likely be on design, refinement, and premium appeal. Under the hood, the next-generation model is rumored to use Toyota’s upcoming 1.5-liter engine as part of a new hybrid system. A plug-in hybrid (PHEV) variant could also be offered as a more powerful option, further elevating its position in the lineup.

Toyota has not confirmed any U.S. plans for a next-generation Venza. However, the pricing gap between the RAV4 and Crown Signia suggests there may be space for a more design-focused, midsize hybrid crossover. Speaking of the Crown Signia, Toyota only sold around 20,000 of them last year. Which is actually worse than the Venza it is supposed to replace. the Venza sold over 32,000 units in 2024, its last full year. And even over 61,000 back in 2021. 

Good move Toyota!

Conversation 4 comments

  1. I’d rather see Toyota fix its current lineup in that price space than produce yet another SUV…. specifically the Crown twins. At nearly $50k out the door (Lexus territory), they are also pretty dull inside design-wise and to drive. The Crown sedan suffers from its awful giant-scoop front end and stubborn insistence on the large blacked two tone fenders. Too much black plastic! And the Crown Signia would do better if its handling were sharpened up and they offered some better colors, inside and out.

  2. I was wanting Toyota to make a hybrid CHR until I saw how cramped the inside is for the size of the car.

  3. I have to disagree on the new rav 4. The regular model looks very modern and the GR model looks good too. The Woodland front end, however is absolutely atrocious and looks 20 years old. I like the rear of the new rav 4 as well.

  4. Fun fact: The original Lexus RX was also sold as the Toyota Harrier in Japan. Lexus is an acronym for Luxury EXport to the United States.

Leave a comment

Your email address will not be published. Required fields are marked *