All-New 2026 Toyota RAV4 Takes Center Stage in "What's Your RAV4?" Campaign | Toyota USA Newsroom | April 06, 2026

Toyota launched a new marketing campaign called "What's Your RAV4?" on April 6, 2026, to promote the all-new 2026 RAV4, which is the 6th generation of America's best-selling Small SUV. The campaign spotlights the vehicle's bold redesign, hybrid performance, and advanced tech while celebrating how different drivers use their RAV4 in their own way. According to Mike Tripp, Toyota's group vice president of Marketing, the campaign is built around the idea of everyday adventures and the flexibility the new RAV4 offers for various lifestyles. The campaign takes a multicultural approach, with four agency partners each creating distinct creative content. Conill produced Hispanic-focused spots, including the 30-second "Serious Fun" (plus "Labyrinth," "Newlyweds," and "Weekend"), directed by Ariel Danziger. Intertrend Communications created spots like "Grandma" and "Just Once" (plus "Late Night" and "Vanished"), directed by the Baker brothers of TWIN. Burrell Communications developed the "Chase Fun" campaign, featuring the RAV4 as a modern-day Mystery Machine investigating crop circles, UFOs, and time portals, with spots directed by Rick Famuyiwa. Saatchi & Saatchi produced the broader "Buddies" spot along with six 15-second ads including "Roam Anywhere Vehicle" and "Runway Approved Vehicle," directed by Traktor. The campaign runs across linear TV, streaming, digital video, audio platforms (including Amazon Music Live and Twitch), paid social (Meta, Pinterest, Reddit, TikTok), and experiential placements. Partners include Netflix, Hulu, Disney+, Peacock, MAX, Telemundo, NBA Playoffs, Premier League, NASCAR, and many more. On the vehicle itself, the 2026 RAV4 is available as a hybrid (HEV) or plug-in hybrid (PHEV). The hybrid lineup starts at $31,900 for the LE grade and runs up to $43,300 for the Limited. The plug-in hybrid starts at $41,500 for the SE and tops out at $48,500 for the sporty GR SPORT grade. Key features include a 2.5-liter 4-cylinder powertrain producing 226 hp (FWD) or 236 hp (AWD), a standard 10.5-inch touchscreen (with a 12.9-inch option), a standard 12.3-inch digital gauge cluster, Toyota Safety Sense 4.0, wireless Apple CarPlay and Android Auto, and an available 9-speaker JBL premium audio system. Hosted on Acast. See acast.com/privacy for more information.