THE CHALLENGE:

The Venza, Toyota’s compact hatch/SUV solution, was discontinued in 2015 as the mid-size SUV marketplace had skyrockted and become incredibly crowded; with every major manufacturer vying to create an attractive compact SUV. In 2021, Toyota completely rethought the vehicle, making it a more spacious and comfortable SUV than ever before. They needed help positioning the vehicle to make it stand and breakthrough the crowded marketplace and be seen as an attractive option to buyers across the entire HHI spectrum.

THE SOLUTION:

Premium Pleasantries

We found white space to position the vehicle between cheaper compact Hatchbacks (Honda, VW) and interior-feature heavy luxury SUVs (BMW, Mercedes-Benz). So we positioned it as just that; Premium. All the bells and whistles and interior comfort of more luxury competitors without the price tag, and all the affordability of cheaper compacts without the compromises.