Toyota RAV4 has entered China for 8 years! How is Toyota's car?

It's no secret that the city SUV is currently one of the most popular vehicle segments, but the Toyota RAV4, which was expected to be overshadowed by the Honda CR-V, has been somewhat under the radar and hasn’t sold as well as anticipated. However, Toyota couldn’t ignore this situation for long. On July 28th, the mid-term redesigned RAV4 finally hit the market. What changes did it bring to give the RAV4 a fresh look? The 2016 RAV4 comes with two naturally aspirated engine options: a 2.0L and a 2.5L. It offers seven different models, including the urban, fashion, comfort, Zhishang, four-wheel drive new version, 2.5L four-wheel drive elite, and four-wheel drive distinguished versions. Prices range from 179,800 to 269,800 yuan. Since its launch in 1994, the RAV4 quickly gained popularity, exceeding expectations by doubling its projected sales. It had been five years since Toyota first introduced the RAV4 concept at the 1989 Tokyo Motor Show, and when it officially launched, it had evolved significantly from the original concept. The RAV4 marked a milestone in automotive history—it was the world’s first compact SUV and the first urban SUV. It offered both a comfortable city driving experience and off-road capabilities. Soon after its release, competitors like the Honda CR-V, Ford Maverick, Nissan Qijun, Mitsubishi Outlander, and Subaru Forester entered the market. In 1996, the RAV4 made its way to the U.S., where it became a favorite among American women. It wasn't until 2009 that the RAV4 officially arrived in China, after a 13-year wait. At that time, FAW Toyota had already been operating for six years, offering models such as the Corolla, Vios, Crown, Reiz, and Prius. Interestingly, its main competitor, the Honda CR-V, started production in China in 2004, while the Qijun followed in 2008. Despite being launched in China on April 10, 2009, the RAV4 still managed to secure second place in the 2009 SUV sales rankings, selling 67,880 units. This showed its strong market appeal. Over the next eight years, RAV4 maintained high sales, surpassing 800,000 units in total. In just one year after its launch, it sold 120,000 units. On July 28, 2016, the new RAV4 was launched in China, marking its seventh year in the Chinese market. For the first time, it received a local name—Rongfang. FAW Toyota’s General Manager, Jiang Jun, explained the naming choice. He said the name was intended to boost brand recognition and connect with younger consumers. The word "Rong" represents confidence, strength, and glory, while "Fang" symbolizes freedom, vitality, and passion. Together, they reflect the car’s design, technology, and off-road performance. The new RAV4 Rongfang features impressive exterior and interior upgrades, including LED daytime running lights, 18-inch alloy wheels, VSC+ system, HAC uphill assist, AHB automatic high beams, PVM panoramic monitoring, and Toyota Safety Sense. These features enhance both safety and driving experience. With over 25,000 pre-orders in just two months, the new RAV4 Rongfang is clearly generating a lot of interest. You can check previous articles for more details. To celebrate its eighth anniversary, RAV4 partnered with Marvel for an interactive Avengers Experience, highlighting the brand’s alignment with pop culture and innovation. As a Marvel fan, I was thrilled to see cosplayers bringing superheroes to life. Beyond entertainment, RAV4 Rongfang has also engaged in sports and entertainment marketing, supporting events like the Rio Olympics, the English Premier Night, and the Kunlun Fight. This diverse approach has helped solidify its presence in the market. In the global market, RAV4 is a pioneer, but in China, it was a latecomer. Despite that, it has carved out a strong position through product quality and value. To stay competitive, RAV4 Rongfang has introduced various promotions, including low down payments, zero-interest rates, and trade-in subsidies. So, the question remains: if the new RAV4 is released, would you consider buying it?

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