Death of a Segment: Minivans
The minivan segment, once a booming market with nearly 1 million units sold annually during Barack Obama’s presidency, has dwindled to less than 200,000 vehicles in the current election cycle. Families are increasingly voting with their wallets, choosing CUVs and SUVs over minivans.
The Chrysler minivan was a game-changer in the latter half of the 20th century. Today, the category has shrunk to a quarter of its former size, with Stellantis, Toyota, Honda, and Kia fighting for a dwindling market share. According to Wards Intelligence data, U.S. minivan sales totaled 306,000 in 2023, down from 540,000 in 2010 and 1.3 million in both 2000 and 1995.
Stellantis is reintroducing the Chrysler Voyager minivan for the 2025 model year, a more budget-friendly version of the Pacifica, after initially planning to discontinue it. This move follows dealer complaints and the need to optimize production at its Windsor, Ontario, Canada plant, which exclusively manufactures minivans on a decade-old platform.
“The 2025 Chrysler Voyager offers customers a well-equipped, budget-conscious minivan and reinforces our brand’s commitment to delivering choices in the segment Stellantis created more than 40 years ago and continues to lead,” says Chris Feuell, Chrysler brand CEO.
Toyota has upgraded its Sienna minivan for 2025, adding features like a built-in vacuum and fridge on higher trims. The Sienna benefits from Toyota’s flexible manufacturing strategy, which allows for volume adjustments based on consumer demand.
The minivan category faces significant challenges as Millennial families increasingly reject minivans in favor of CUVs and SUVs, citing perceptions of minivans being less “cool” and less versatile. However, Baby Boomers with grandkids remain a lucrative demographic, drawn to minivans for their spaciousness, comfort, and advanced features suitable for long-distance travel.
About 20% of total minivan sales go to fleets for rentals, and combined with sales to older buyers, this accounts for about half of today’s sales going to childless households.
Author Information
David Kiley is a Senior Editor at WardsAuto and an award-winning journalist with extensive experience in senior editorial roles at various publications, including USA Today and Businessweek.
