The Toyota RAV4 continues to be one of the best selling compact SUVs in Kenya and its demand is projected to grow with the phasing out of the Toyota Vanguard which is no longer available for import into the Kenyan market from 2021. It's also important for buyers to know that both the 3rd generation(2005 - 2016) and the 4th generation(2013 - 2018) RAV4 will be sold in Kenya concurrently until 2023.

Ever since it was introduced to the market in 1994, the Toyota RAV4 has been a top selling car. It was the first car to successfully bridge the gap between the big SUVs and the small Compacts. It was by way of the Toyota RAV4 that the world was introduced to the now popular Crossover category and over the years, there have been many competitors but the RAV4 has weathered the storm. In the Kenyan market, it competes with the Honda CR-V, Nissan X-Trail, Subaru Forester, VW Tiguan, Mitsubishi Outlander and Land Rover Freelander.