The removal of the rather clumsy-looking spare-tire from the new 2013 Toyota Rav4 symbolizes more than just a restyling efforts – it heralds Toyota’s new approach to winning back the market the Rav4 created many years ago. Having now been put through its paces in front of the world’s media, it’s clear that an aesthetic redesigns isn’t the only trick up the 2013 Rav4’s sleeve.
According to Toyota executive Bill Fay, 2013 will see the new Rav4 chalk up sales of at least 200,000 units, representing an increase of 25% on 2021 sales. With the price for the entry-level trim having upticked from $23,495 to $24,145, the 2013 Rav4 has a lot to prove.
The long and short of it is that the 2013 Rav4 has to hit the nail on the head in every way…and big time. Having once defines the compact-crossover market segment in its own right, competition today has never been fiercer or more abundant – rivals like the Honda CR-V and Ford Escape to name but two are out for blood.
So, the 2012 model was pretty much dissected nose to tail by the engineers at Toyota in order to make sure that the 2013 Rav4 hit the market with as many genuine improvements as possible – beginning with the removal of the rather dated spare tire.
Along with restyling, the 2013 Rav4 boast increase fuel-economy, an all-new six-speed gearbox, additional airbags, no V6 engine option, a range of new technologies as standard, various new optional safety features, a larger interior cabin size, a smoother and quieter ride and a generally polished interior trim.
According to Toyota, the 2013 Rav4 is being aimed at active singles and younger families, with marketing efforts set to kick off with a commercial during the Super Bowl.
Whether or not it has what it takes to win back the market remains to be seen, but without question the 2013 Rav4 is Toyota’s best shot to date.