The Toyota Highlander is the larger vehicle in this comparison, but the Toyota RAV4 is the better seller. Indeed, the RAV4 is typically the best-selling non-pickup among all light-vehicle models. Further, the RAV4 is the most popular model in America's most popular non-truck category—the compact SUV segment. As such, it doesn't simply compete in that segment. It virtually defines it.
The Highlander, meanwhile, is often the best seller in the midsize SUV segment, battling the Ford Explorer. A 3-row crossover SUV designed to please families, the Highlander performs some of its best work in school carpool and family vacation duties.
The question before us is how does the hot-selling RAV4 stand up against its larger crossover sibling?
The Toyota Highlander and Toyota RAV4 share the same basic construction. Both start as front-wheel-drive (FWD), unit-body vehicles. Both offer all-wheel drive (AWD) as an option. Both have upright, "two-box styling" that separates them from the sedans with which they share their platforms.
The Highlander gets its power from a new turbocharged 4-cylinder base engine, while a normally aspirated 4-cylinder engine powers the RAV4. Both SUVs offer a conventional hybrid powertrain, but the RAV4 takes it one step further by also offering the RAV4 Prime plug-in hybrid (PHEV).
The RAV4 seats five, and though it has off-road versions, it is in its element doing city and suburban commuting. A significant difference beyond the seating capacity is in overall length. The Highlander is 14 inches longer than the RAV4. While that might not seem like all that much, the Highlander has 45 cubic feet more passenger volume than the RAV4. Of course, with three rows of seating, it devotes more of its interior to passenger volume.
The two models in this comparison are leaders in their respective categories. And they are two good reasons that Toyota built and sold more vehicles than any other automaker globally in 2022. If you're teetering on the edge between a midsize SUV and a compact SUV, this comparison between the 2023 Toyota Highlander and the 2023 Toyota RAV4 could help tip the scales in one direction.
2023 Toyota Highlander Bronze Edition
Toyota markets the 2023 Highlander in a significant number of variations. The conventional gas-engine Highlander offers potential buyers the choice of six grades: L, LE, XLE, XSE, Limited, and Platinum. All six have FWD and AWD options. Those seeking a hybrid powertrain can choose among five trim levels: LE, XLE, Limited, Platinum, and Bronze Edition. Most offer FWD or AWD versions.
The FWD L trim carries the lowest suggested retail price of all the 2023 Toyota Highlanders. Its manufacturer's suggested retail price (MSRP) is $37,755, including the $1,335 destination charge. The LE trim starts at $40,155, and the even better-equipped XLE trim carries a base price of $43,155. The luxurious Platinum trim starts at $52,360 when equipped with AWD.
Among the Highlander hybrids, the least expensive is the LE trim ($41,555). The equipment-laden AWD Platinum Hybrid trim starts at $53,760. The Bronze Edition, which is hybrid only, has a suggested base price of $47,115 in FWD form and $48,715 with AWD.
Toyota offers the conventionally powered RAV4 in six trim levels: LE, XLE, XLE Premium, Adventure, Limited, and TRD Off-Road. The 2023 Toyota RAV4 Hybrid has seven trims: LE, XLE, XLE Premium, SE, XSE, Limited, and Woodland Edition. The RAV4 Prime PHEV offers two trims: SE and XSE. All RAV4 Hybrid and Prime SUVs have standard AWD. Front-wheel drive is standard on the conventional RAV4 LE, XLE, XLE Premium, and Limited trims. All-wheel drive is available on those trims and standard on the all-terrain-oriented Adventure and TRD Off-Road.
The FWD RAV4 LE is the least expensive player on the roster, with an MSRP of $29,310, including the destination charge of $1,335. At a base of $33,710, the XLE Premium lifts the interior equipment level significantly. The TRD Off-Road gives buyers the option to choose several all-terrain packages. It starts at a base price of $38,930. The Limited concentrates on luxury and convenience. With FWD, it has a base MSRP of $37,615.
The LE Hybrid ($32,060) is the least costly of the hybrid models. The AWD-only Woodland Edition is a new trim for 2023. Emphasizing off-road capabilities, it has an MSRP of $34,860. The RAV4 Prime plug-in hybrid bases at $43,675. The XSE version has a starting price of $47,585.
According to CoPilot, used 2022 Toyota Highlanders are currently priced 14% higher ($43,863) than initially forecast, and used 2022 Toyota RAV4s are 26% higher ($34,747).
Advantage: Toyota RAV4
2023 Toyota RAV4 Woodland Edition
The Toyota Highlander ranks highest in the Upper Midsize SUV segment in the JD Power 2023 U.S. Vehicle Dependability Study (VDS), which assesses owner-reported problems during the third year of ownership. The Highlander does not rank among the top three models in its segment in the JD Power 2022 U.S. Initial Quality Study (IQS), which tracks problems experienced by owners during the first 90 days.
The 2023 Toyota Highlander has the following warranty, roadside assistance, and scheduled maintenance coverage:
The Toyota RAV4 does not rank among the top three models in the Compact SUV segment in either the 2023 VDS or the 2022 IQS.
The 2023 Toyota RAV4 has the following warranty, roadside assistance, and scheduled maintenance coverage:
Advantage: Toyota Highlander
2023 Toyota Highlander Bronze Edition
Toyota upgraded the Highlander's base engine for 2023, installing a turbocharged 4-cylinder instead of the previous V6. The new engine delivers 265 horsepower and 310 pound-ft of torque. While this represents a decrease in horsepower versus the previous engine, the 17-percent increase in torque aids all-around drivability and response. Toyota matches the engine to an 8-speed automatic transmission.
The powertrain in the 2023 Toyota Highlander Hybrid combines a 2.5-liter Atkinson-cycle 4-cylinder engine with two electric motor-generators. The two motor-generators keep the onboard battery charged, and one assists the gasoline engine in propelling the SUV. The hybrids use an electronically controlled continuously variable transmission (eCVT) with a sequential shift mode. Both FWD and AWD configurations are available. The hybrids' AWD system uses a separate rear-mounted electric motor to power the rear wheels. All 2023 Highlanders feature hill-start assist and trailer sway control.
Not unexpectedly, the hybrid variants top the Highlander fuel economy chart. The Environmental Protection Agency (EPA) estimates the FWD hybrid versions will deliver 36 mpg in combined city/highway driving. With AWD, the hybrid figure falls a tad to 35 mpg combined. The turbocharged 2.5-liter 4-cylinder engine gets a better fuel-efficiency rating than the previous 3.5-liter V6. A FWD version of the Highlander equipped with the new 2.5-liter turbo gets a 25-mpg combined rating. With AWD, fuel economy drops one mpg.
The 2023 Toyota RAV4 offers customers the choice of three powertrains: a conventional 4-cylinder engine, a hybrid system, and a plug-in hybrid. Toyota equips the conventional RAV4 with a 203-hp, 2.5-liter 4-cylinder engine with 184 pound-feet of torque. An 8-speed automatic transmission delivers power to the front or all four wheels.
The powertrain in the RAV4 Hybrid employs a 2.5-liter 4-cylinder engine in tandem with an electric motor to drive both front and rear wheels. The total powertrain output is 219 hp. An eCVT and on-demand AWD get the power to the ground. The RAV4 Prime PHEV pairs the 2.5-liter 4-cylinder engine with two electric motors for a total system output of 302 hp. This makes it the hottest of the three powertrain combinations. It also employs an eCVT and offers AWD.
Not only is the Toyota RAV4 Prime the most powerful of the RAV4 family, but it also delivers excellent fuel economy—38 mpg combined. The RAV4 Hybrid, with a somewhat lighter and less complicated drivetrain, gets 40 mpg combined. The EPA rates the conventional RAV4 at 30 mpg combined.
Advantage: Toyota RAV4
2023 Toyota RAV4 Prime XSE
All 2023 Toyota Highlanders get Toyota Safety Sense 2.5+, an array of advanced driver assistance systems (ADAS). The robust roster of electronic safety systems includes forward-collision warning with pedestrian detection, automatic emergency braking, lane-departure warning with steering assistance, lane-keeping assistance, traffic-sign recognition, automatic high-beam headlights, and adaptive cruise control.
Blind-spot warning and rear cross-traffic warning are standard on LE and higher trims. Limited and Platinum trims offer front and rear parking assist with automatic braking. The automatic high-beam headlights turn a simple job into no job at all. The adaptive cruise control deploys without a hitch. It does an excellent job of maintaining the set speed and following distance.
Toyota's Vehicle Dynamics Integrated Management (VDIM) provides integrated control of the anti-lock braking system, brake assist, electronic traction control, electronic stability control, hill-start assist, and the electric power steering. According to Toyota, it helps the vehicle maintain stability on slippery road surfaces. Currently, it is only available on the Highlander hybrid models.
The National Highway Traffic Safety Administration (NHTSA) gave the 2023 Toyota Highlander the highest-possible 5-star overall safety rating. Meanwhile, the Insurance Institute for Highway Safety (IIHS) named the 2023 Toyota Highlander a Top Safety Pick+ for the 2023 calendar year.
Toyota equips the 2023 RAV4 lineup with Toyota Safety Sense 2.5 (TSS 2.5), a system half a step less sophisticated than that of the Highlander. In the RAV4, TSS 2.5 includes forward-collision warning with pedestrian and cyclist detection, automatic emergency braking, and automatic emergency steering with pedestrian detection. The system also features lane-departure warning, lane-keeping assistance, and adaptive cruise control. Traffic-sign recognition and automatic high-beam headlights round out the TSS 2.5 system.
Available safety features for the 2023 Toyota RAV4 include blind-spot warning and rear cross-traffic warning. Front and rear parking assist with automatic braking are available on several trims. Toyota's rear-seat reminder system also comes standard on the RAV4.
The NHTSA gave the 2023 Toyota RAV4 a maximum of 5 stars overall in its safety rating program. Additionally, the IIHS named the 2023 RAV4 and RAV4 Prime as Top Safety Picks for the 2023 calendar year.
Advantage: Toyota Highlander
2023 Toyota Highlander Bronze Edition
The 2023 Toyota Highlander's multimedia information and entertainment systems are the product of the automaker's Texas-based Connected Technologies team. It offers an 8-inch standard touchscreen in base form, while a 12.3-inch touchscreen is widely available. The Toyota Audio Multimedia system supports SiriusXM satellite radio, HD Radio, wireless Apple CarPlay, and wireless Android Auto.
The available Wi-Fi Connect subscription offers 4G connectivity for up to five devices. It also has an integrated streaming feature, allowing Highlander owners to link their Apple Music and Amazon Music subscriptions to the vehicle. The dual Bluetooth enables occupants to connect two smartphones simultaneously.
Safety Connect, available with a 10-year trial subscription, gives access to an emergency assistance button and roadside assistance. Service Connect, also with a 10-year trial subscription, lets drivers monitor their Highlander's mechanical condition. The one-year trial of Remote Connect enables owners to activate headlights, lock and unlock the doors, and start the vehicle remotely. The standard audio system uses six speakers. A 1,200-watt 11-speaker JBL premium audio system is optional on the XSE and standard on Limited and Platinum trims.
For 2023, Toyota has switched the RAV4's infotainment system to a version of its homegrown Toyota Audio Multimedia, very similar to the one offered in the Highlander. Most 2023 Toyota RAV4 trims offer an 8-inch touchscreen. The TRD Off-Road, Hybrid XSE, Limited, Hybrid Limited, and Prime XSE feature a standard 10.5-inch display. The system includes wireless Apple CarPlay and Android Auto, and its Bluetooth delivers two-phone capability. Except for the display screen sizes, the system virtually duplicates the functions available in the Highlander. Connectivity in the 2023 RAV4 is very similar to the Highlander as well.
Advantage: Toyota Highlander
2023 Toyota RAV4 Prime XSE
Toyota has configured the 2023 Highlander in 7- and 8-passenger versions. The L and LE sport second- and third-row bench seating for three, with the driver and a single passenger in the front row. The Hybrid Bronze Edition, XSE, Limited Hybrid, XLE, Limited, and Platinum trims of the 2023 Toyota Highlander have standard second-row captain's chairs, resulting in seven seats. The XLE, XLE Hybrid, and Limited buyers can have a second-row bench or captain's chairs.
The lowest Highlander trims have cloth seats, while the middle grades feature synthetic leather. The Platinum trim decks out its seats in embossed, perforated leather. The comfort of first- and second-row seats is excellent. Things are more confined in the third row, although kids should be comfortable there.
The Highlander's optional 12.3-inch touchscreen sets a positive tone inside the SUV. The interior is well-finished with no glaring deficiencies. Occupants can use five USB ports—two Type-C ports plus one Type-A port easily accessible at the bottom of the dash and two Type-C ports at the back of the center console for use by second-row passengers.
Passenger and cargo space in the 2023 Highlander is ample. With 16.0 cubic feet of luggage space behind the third row, the Highlander offers enough room for a lot of gear. Folding the third-row seatbacks expands the space to 48.4 cubic feet. With both rows folded, the Highlander has 84.3 cubic feet of space.
The 2023 Toyota RAV4 is shorter than the Highlander in overall length by more than a foot and delivers less interior space. The basic dimensions for its five occupants are tighter than the Highlander's.
The lowest RAV4 trims employ cloth-covered seats with manual adjustments. Synthetic leather seats and an 8-way power-adjustable driver's seat find homes in mid-level trims. Higher trims also use synthetic leather seat upholstery, most with unique treatments like the orange stitching in the Adventure version. Up-level trims like the XLE and XSE feature dual-zone automatic climate control.
The 2023 Toyota RAV4 is roomy for a vehicle its size. Still, it doesn't offer the interior space of the substantially longer Highlander. Still, it's a roomy compact SUV. It provides a very robust 37.5 cubic feet of cargo area behind the second row of seats. With the back row folded, cargo space expands to 69.8 cubic feet. The tailgate provides excellent access to the RAV4's cargo hold.
Advantage: Toyota Highlander
If you'd like to learn more about these Toyota SUVs, be sure to read our expert reviews of the 2023 Toyota Highlander and the Toyota RAV4. To find out how people like you rate models in this segment, check out our ratings from verified vehicle owners.
Also, please keep in mind that while the information in this article was accurate and valid on March 2, 2023, it may have changed since that date. Always confirm product details and availability with the automaker's website or your local dealership.
Jack R. Nerad has reviewed cars, trucks, vans, and sport utilities for over three decades. He managed the editorial efforts of Motor Trend magazine and Kelley Blue Book and is currently the host of the SportsMap Radio Network program America on the Road, available on Apple Podcasts, iHeart Radio, Spotify, Stitcher, and other outlets.
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