Toyota projects big sales leap forward for 2019 RAV4

Toyota Motor Philippines Corporation (TMP) unveiled the 2019 RAV4 last Friday, and projected an average of 100 units rolling out of dealerships every month this year.

Since only 411 units of the RAV4 were sold in 2018, compared to 3,629 units of the Honda CR-V and 1,641 of the Subaru Forester, both of which TMP considers the RAV4’s major rivals, selling 1,200 units of the all-new RAV4 by yearend would be a big sales leap forward for TMP in the crowded compact SUV/crossover segment.

But in her product presentation, Cristina Arevalo, TMP first vice president for brand and product planning, optimistically forecast a spike in the 2019 full model change RAV4’s sales performance by yearend, since sales trends during the RAV4’s 25-year lifetime rose significantly with every model change, such as its full model change in 2013, followed by a minor change in 2015.

The compact SUV/crossover market is important to TMP and to every global carmaker, for that matter.

Arevalo pointed out that commercial vehicle sales continue to drive the industry with 69 percent market share, and that among CVs, the SUV-crossover segment continued to be the top seller with 25 percent market share in 2018.

The RAV4’s customer profile, according to Arevalo, is 37-42 years old, more male than female, 71 percent married, with an average monthly household income of P95,000 to P105,000.

The primary reason why customers buy the RAV4 is the overall design, Arevalo said.

Indeed, TMP has reason to be bullish about the 5th generation RAV4. It is longer and wider, more aggressive-looking, more powerful, and reportedly more fuel-efficient compared to the outgoing model.

Moreover, the new RAV4 has improved advanced safety features aside from the usual anti-lock brake system (ABS) with electronic brake force distribution (EBD) and vehicle stability control.

It is equipped with seven airbags, 8-eye front and rear sensors with backup camera, and hill climb assist and trailer sway control.

As TMP president Satori Suzuki said in his opening remarks at the launch under the BGC Ampitheater’s covered tent, “The all-new RAV4 is a car that embodies Toyota’s values—from its sporty design, powerful performance, and outstanding safety features.”

Strong road presence

Striving for a sportier, stronger road presence, Toyota Motor designers placed a two-tiered upper and lower trapezoid-shaped grille on the wide, wedge-shaped front that accentuates the “cross-octagon” modeling of the body.

LED headlamps with LED daytime running lamps (DRLs) light up the front, while LED combination lamps, a spoiler, and dual exhaust tailpipes bring up the octagon-shaped rear.

Built on Toyota’s new global architecture (TNGA) platform that the car manufacturer claims improves the vehicle’s agility, stability and visibility, the 2019 RAV4 has a lower belt line that improves visibility, and a lower (17 mm) ground clearance for sharp response with little body roll.

The suspension has been re-engineered with newly developed McPherson struts/double wishbone geometry with stabilizers, plus a unitized chassis, assuring a supple ride even on rough terrain.

Reinforcements create a more rigid and stable body frame for improved handling and safety.

Wheels are 18-inch polygonal-design aluminum on the top-of-the-line LTD variant, and 17-inch aluminum on the XLE and LE variants.

More power

The new 2.5-liter, 4-cylinder, 16-valve gasoline engine with dual VVT-i and VVT-E (variable valve timing intelligent system by electric motor), mated to a direct-shift 8-speed automatic transmission produces 200 horsepower, 27 more than the outgoing model, and 243 Nm max torque.

The cockpit is dominated by a TFT infotainment screen, larger at 7 inches in the LTD variant than the previous model’s 6.1 inches, with analog and digital switchable speedometer, electronic parking brake with brake hold, and drive mode select (normal, eco and sport).

In the XLE and LE variants, the multi-information TFT display is 4.2 inches.

Pricing 3 variants

The LTD variant has more creature comforts and conveniences, such as leather seats, 8-way power adjustable driver’s seat with memory and lumbar support, panoramic moon roof, roof rails, and wireless phone charger.

However, let us focus on the important features that are not available on the XLE and LE variants, such as 8-eye front and rear sensors with back-up camera, smart entry and push start system, cruise control, rain-sensing wipers, and automatic dual zone air conditioning.

The feature-packed 2019 RAV4 LTD retails at P2.188 million, or P318,000 more than the XLE (P1.87 million), and P550,000 more than the LE (P1.638 million).

Meanwhile, notice that the 2019 RAV4 variants are competitively priced versus the 5-seater gasoline variants of the 2019 Honda CR-V (from P1.658 million to P2.125 million), the long-running market leader in the compact SUV/crossover segment.

But it looks like the Toyota nameplate has the advantage in power, torque, safety features, and spaciousness.

If TMP can prove through a fuel economy run that the new RAV4 is indeed 1.7 kilometers per liter (4 mpg) more fuel efficient than before, that is another advantage to exploit to reach its 100 units per month sales target.