The EX40’s pre-crash front seatbelts will tighten automatically in the event the vehicle detects an impending crash, improving protection against injury significantly. The Rav4 Prime doesn’t offer pre-crash pretensioners.
Both the EX40 and Rav4 Prime have child safety locks to prevent children from opening the rear doors. The EX40 Ultra has power child safety locks, allowing the driver to activate and deactivate them from the driver's seat and to know when they're engaged. The Rav4 Prime’s child locks have to be individually engaged at each rear door with a manual switch. The driver can’t know the status of the locks without opening the doors and checking them.
The EX40 has a standard Whiplash Protection System (WHIPS), which use a specially designed seat to protect the driver and front passenger from whiplash. During a rear-end collision, the WHIPS allows the backrest to travel backwards to cushion the occupants and the headrests move forward to prevent neck and spine injuries. At the same time the pretensioning seatbelts fire, removing slack from the belts. The Rav4 Prime doesn’t offer a whiplash protection system.
When descending a steep, off-road slope, the EX40’s standard Hill Descent Control allows you to creep down safely. The Rav4 Prime doesn’t offer Hill Descent Control.
To help make backing out of a parking space safer, the EX40 has standard Cross Traffic Alert with Braking Intervention, systems which detect vehicles approaching from the sides and can automatically apply the brakes to prevent a collision. Parking Support Brake costs extra on the Rav4 Prime XSE, and isn't offered on other Rav4 Prime models.
The EX40’s driver alert monitor detects an inattentive driver then sounds a warning and suggests a break. According to the NHTSA, drivers who fall asleep cause about 100,000 crashes and 1500 deaths a year. The Rav4 Prime doesn’t offer a driver alert monitor.
Both the EX40 and the Rav4 Prime have standard driver and passenger frontal airbags, front side-impact airbags, driver knee airbags, side-impact head airbags, front and rear seatbelt pretensioners, height adjustable front shoulder belts, four-wheel antilock brakes, traction control, electronic stability systems to prevent skidding, crash mitigating brakes, post-collision automatic braking systems, daytime running lights, lane departure warning systems, blind spot warning systems, rearview cameras, rear cross-path warning and available around view monitors.