Vans are cool again, and we have SUVs to thank

If you ask us, vans have always been low-key rad, but their ability to resonate with American shoppers has really ebbed and flowed. Today, vans are experiencing an uptick in popularity, and one of the big factors driving this change is an unlikely source: SUVs.

In the 1980s and 1990s, minivans were the de facto vehicle for families. But as SUVs became more popular – and indeed, more refined and car-like – many buyers wanted to eschew the family-friendly image associated with minivans in favor of something more outgoing. Why be a mom when you can be a cool mom, you know?

This shift went into overdrive in the 2000s, reducing the once booming minivan segment to just a few key players. Now, the term “SUV” is almost meaningless, used to describe vehicles of all shapes and sizes. Many automakers are even applying this butch updo to sedans and wagons in an attempt to boost their appeal.

"In the 1990s, SUV popularity was enhanced by the promises of a fun and active lifestyle afforded by their rugged proportions and design," said Ed Kim, president and chief analyst at AutoPacific. "Today, the only truly popular station wagon in North America is the Subaru Outback, which has a raised suspension and rugged styling details. The latest Kia Carnival has seen success partly because it has a more upright and blocky design than the typical jellybean-like minivan."

Selling the drama

When it launched in 2021, the Carnival replaced the long-serving Sedona minivan. But at no point during the Carnival’s launch did Kia use the words “van” or “minivan,” instead referring to the Carnival as a “multi-purpose vehicle.” Kia even went so far to say the Carnival filled “the unoccupied space between SUV and family hauler” – a niche we didn’t know existed – touting the van’s “bold and boxy SUV-like design.”

Silly as that sounds, the thing is, it worked. Through the course of 2021, Kia sold 25,155 Carnivals, besting the number of Sedonas sold in 2020, 2019, 2018 and 2017.

"The design helped with the visibility," said Joseph Choi, Kia’s product strategy manager for the Carnival. "We took everything that makes this type of vehicle compelling but then hit on an area of design that kind of expanded the appeal." That should only get stronger as the Carnival moves through its lifecycle, too.