To understand the automotive landscape of the United States, one cannot ignore the presence and influence of Toyota. As one of the leading global automakers, Toyota has a significant footprint in the American market, and its annual sales figures serve as a barometer of the company’s performance and the broader trends shaping the automotive industry.
In this article, we break down how many cars Toyota sold in the U.S. last year, offering a comprehensive look at the data, examining key models contributing to sales, analyzing trends, and comparing Toyota’s performance with its competitors. If you’re curious about how Toyota fared in the American market in 2024, you’re in the right place.
Toyota’s U.S. Sales Performance in 2024
The year 2024 was a pivotal one for Toyota in the United States. Despite ongoing supply chain shortages and an evolving shift toward electric vehicles (EVs), Toyota maintained a strong selling position. According to data released by the Toyota Motor Corporation, the company sold approximately 2.28 million vehicles in the U.S. marketplace last year. Toyota Motor North America (TMNA), which oversees Toyota’s automotive operations in the United States, announced this figure, reflecting both a slight decline and a significant industry shift.
Sales Overview
Breaking down these sales into quarters provides better clarity about the company’s performance throughout 2024:
- Q1 2024: Toyota sold over 500,000 units
- Q2 2024: Sales declined slightly due to inventory shortages
- Q3 2024: Sales rebounded, driven by increased RAV4 and Corolla availability
- Q4 2024: End-of-year incentives and holiday promotions pushed sales upward, nearing Q1 levels
Toyota’s 2024 fiscal year ended early in April of this year, so the full data represents sales activity through the entirety of calendar year 2024. The company maintained its ranking as the second-largest automaker in the U.S., trailing behind only General Motors in overall sales volume. However, when including luxury sedan sales through its Lexus brand, Toyota came within striking distance of the top spot.
Comparing 2023 and 2024
Toyota’s U.S. sales in 2023 reached approximately 2.35 million units. By comparison, 2024 marked a decline of around 3% in overall sales. This dip is primarily attributed to market-wide inventory challenges, production cutbacks due to semiconductor shortages, and a slowing market for internal combustion engine vehicles as more consumers consider EVs.
But even in a transitioning market, Toyota outperformed several major rivals, including Ford and Nissan, maintaining consistent demand across a broad product lineup that includes everything from compact cars to rugged pickup trucks and luxury SUVs under the Lexus brand.
Diving into Toyota’s Best-Selling Models of 2024
Toyota’s success is driven by a diverse model range tailored to a wide swath of consumer needs. While the company is known for its focus on reliability and practicality, its 2024 performance was strongly influenced by specific models that consistently topped the charts.
Toyota RAV4: Compact Crossover Star
The 2024 Toyota RAV4 continued to dominate the compact crossover market, selling over 350,000 units in the United States. Its strong hybrid version and versatile trim configurations helped it maintain a leadership position over competitors like the Honda CR-V and Nissan Rogue.
Toyota Tundra: A Resurgence in Full-Size Trucks
With the second-generation Tundra featuring a more powerful twin-turbo V6 engine and greater towing capability, the truck made a strong comeback. Toyota sold around 150,000 units of the redesigned Tundra in 2024, a significant increase over 2023.
Toyota Corolla: A Timeless Compact
The Corolla remains a staple in Toyota’s lineup. Offering hybrid options for the sedan and hatchback variants, the Corolla sold approximately 260,000 units across configurations in the U.S. last year. It competed closely with the Honda Civic and Mazda3.
Lexus Brand Performance
Toyota’s luxury division, Lexus, also contributed to its overall sales figures. Lexus sold over 300,000 vehicles in the U.S. in 2024, with its RX and NX series leading the charge. These accounted for the lion’s share of its sales and were popular in both urban and suburban markets.
Market Trends Influencing Toyota’s 2024 Sales
Toyota’s sales figures in 2024 were affected by a range of macroeconomic and industry-wide trends including consumer preferences, inventory challenges, and an industry shift toward electrification.
Rising Electric Vehicle Competition
While Toyota has historically been slow to adopt an all-electric strategy, it began to show signs of change in 2024. The automaker launched a new bZ (Beyond Zero) series of EVs, though sales of these models were relatively modest. In the U.S., Toyota sold just under 20,000 electric cars in 2024—primarily bZ4X and Mirai hydrogen fuel cell vehicles—still trailing behind the EV output of firms like Tesla and Ford.
However, amid an industry push toward decarbonization, Toyota’s focus on hybrid technology—especially through the success of the Prius Prime and hybrid RAV4—continues to align with consumer demand, where affordability and practicality matter.
Supply Chain and Inventory Challenges
Despite an ambitious production plan, Toyota’s manufacturing facilities were affected by intermittent supply chain disruptions. The shortage of certain components, particularly semiconductors, led to lower production volumes, particularly in the second quarter of 2024. While this impacted overall sales, Toyota’s just-in-time manufacturing philosophy allowed them to weather the storm better than some of its rivals, which suffered higher losses due to over-stocking and outdated supply systems.
Financing Conditions and Consumer Sentiment
The general slowdown in the U.S. auto market in 2024—driven by rising interest rates and cautious consumer spending—also affected all legacy automakers. Despite this, Toyota’s fuel-efficient options and reputation for reliability made its vehicles more attractive than those of competitors suffering inventory challenges or reliability concerns.
Toyota’s Strategic Moves in a Shifting Landscape
To remain competitive, Toyota continued its strategic investments in hybrid technology, hydrogen power, and vehicle connectivity in 2024.
Hybrid Expansion
Toyota saw strong interest in hybrid versions of its vehicle lines, with over 60% of the Corolla and 45% of the RAV4 sold being equipped with hybrid powertrains. The company expanded hybrid variants into new models like the Camry and Venza, further driving consumer interest and supporting sustainability goals.
Investment in Hydrogen and Fuel Cell Tech
Toyota remains a strong proponent of hydrogen propulsion through its Mirai flagship and is investing heavily in expanding hydrogen fueling network partnerships across the U.S. Though sales of these vehicles remain niche, Toyota’s long-term bet on hydrogen is part of its diversified energy strategy.
New BZ EV Lineup
Toyota launched the updated bZ4X, now in partnership with Subaru, as a way to expand its reach in the EV segment. Additionally, new plans for the upcoming bZ3 sedan and bZ5 SUV show Toyota’s increasing commitment to offering zero-emission vehicles. These vehicles will likely help Toyota improve its EV sales position in the coming years.
Regional Sales Analysis: Where Did Toyota Sell the Most Cars?
Toyota’s market presence varies across states and regions, influenced by lifestyle preferences, demographic trends, and local incentives.
Top Performing States
Texas, California, and Florida remained the top three states for Toyota sales in 2024. Texas alone contributed to over 250,000 units sold, driven by demand for large pickups like the Tundra and off-road TRD models. California remained a critical market for hybrids and hybrids, while Florida had a high volume of entry-level car buyers interested in used and new Corollas.
EV Adoption by Region
Electrified model adoption showed a strong urban bias. Hybrid and fully-electric models found more buyers in tech-centric pockets like San Francisco, Boston, and Portland. However, hydrogen-powered sales through Mirai were mostly limited to the state of California due to infrastructure availability.
Looking Forward: Toyota’s Outlook in the U.S. Market
As 2025 begins, Toyota must continue to navigate headwinds, including market saturation in the hybrid segment, increasing pressure to launch more EV models, and adapting to ever-changing consumer expectations.
Increased Focus on Electrification
Toyota plans to debut six new EV models by 2026, part of its larger goal to introduce 10 battery electric vehicles over the coming years. The automaker also intends to invest over $70 billion in electrification through 2030, significantly ramping up its focus and matching competitors like GM and Ford.
Local Production Expansion
Toyota has also committed to increasing local production in the U.S., recently announcing updates to its Kentucky and Texas plants to support new hybrid and EV lines. This not only supports local employment but ensures shorter delivery times and reduced logistics costs.
Building Brand Loyalty in a Competitive Era
With the U.S. market becoming increasingly saturated and competitive, Toyota’s investments in service, digital sales platforms, and customer loyalty programs are expected to strengthen its consumer connection and continue to drive future sales.
Comparison with Key U.S. Market Rivals
Toyota is not the only automaker striving to maintain and grow its position in the U.S. market. A brief comparison with competitors highlights Toyota’s standing in a broader context.
Toyota vs. Honda
Honda’s U.S. sales in 2024 reached approximately 1.4 million vehicles—far below Toyota’s total. While Honda maintained dominance in some categories, Toyota’s higher production flexibility and hybrid adoption gave it a clear advantage in scale, especially with SUVs and trucks.
Toyota vs. Ford
Ford had a challenging year in 2024 but still maintained a higher overall sales volume at 1.9 million cars. However, Toyota beat Ford in several luxury segments via Lexus and remained ahead in hybrid vehicle delivery.
Toyota vs. Tesla
While Tesla leads in the EV space with over 1.4 million deliveries in the U.S., it pales in comparison to Toyota’s scale. However, Toyota must continue to bolster its electrified footprint to maintain relevance in the transition period dominated by startups and tech-powered automakers.
Final Thought: Adapting the Legacy Brand
Toyota stands at a crossroads in the American automotive journey—it remains a dominant force with decades of legacy, yet it’s challenged by disruptive technologies and rising market expectations. Its 2.28 million sold in 2024 demonstrates resilience, adaptability, and enduring trust among American consumers.
Whether you are looking to invest in a new Toyota, curious about the automotive industry’s outlook, or tracking environmental progress in transportation, the story—and data—of Toyota’s latest year is instructive and compelling.
Toyota is not merely adapting to change. It’s building a future rooted in mobility options that remain reliable, versatile, and evolving with customer needs.
How many cars did Toyota sell in the US last year?
Toyota sold approximately 2.2 million vehicles in the United States in the last calendar year, maintaining its position as one of the top-selling automakers in the country. This figure includes both Toyota and Lexus brand sales, a key strategy that allows the company to cover a wide range of consumer preferences from affordable sedans to luxury SUVs. These numbers reflect strong demand despite ongoing supply chain issues that affected many automakers globally.
The sales figures vary slightly depending on whether data is measured by calendar year or fiscal year. Industry reports, including those compiled by major automotive tracking sources, consistently place Toyota near the top of the sales charts in the US. Strong model performance from vehicles like the Toyota RAV4, Camry, and TRD Pro lineup contributed significantly to the automaker’s overall success in the US market last year.
Has Toyota consistently been a top-selling car brand in the US?
Yes, Toyota has consistently ranked among the top-selling automakers in the United States over the past two decades. The company has frequently held the number one or two position, competing closely with domestic brands such as Ford and Chevrolet as well as other global manufacturers. Its reputation for reliability, fuel efficiency, and a strong hybrid lineup has contributed to its enduring popularity across various market cycles.
Moreover, Toyota’s strategic investment in manufacturing facilities across the US—particularly in states like Texas, Alabama, and Kentucky—has helped it maintain supply chain stability compared to some competitors. These local operations not only support its domestic sales figures but also illustrate the company’s long-term commitment to the US market, ensuring its consistent presence in industry sales rankings.
Which Toyota models contributed the most to sales in the US last year?
The Toyota RAV4 was the automaker’s best-selling vehicle in the US last year, with sales surpassing 500,000 units. As a compact SUV, the RAV4 has become a favorite among American buyers due to its versatility, practicality, and reputation for durability. Its hybrid variant also continues to draw in eco-conscious consumers, helping Toyota maintain dominance in a highly competitive segment.
In addition to the RAV4, the Toyota Camry and the Tacoma truck also performed strongly, each selling more than 300,000 units. The Camry remains a top choice in the sedan market, while the Tacoma retains a loyal following among midsize pickup buyers, especially in rural areas. These models, along with the high-end Lexus line, significantly boosted Toyota’s total sales figures in 2023.
How does Toyota’s US sales performance compare to other automakers?
Toyota ranked as one of the top automakers by sales volume in the US last year, typically trailing only General Motors and Ford when combined by brand. However, if measured separately from Lexus, Toyota alone still outpaces several major competitors and has led in segments like sedan and hybrid vehicle sales. Overall, it remains a consistent top-three finisher in the annual industry rankings.
Compared to foreign automakers such as Honda and Hyundai, Toyota clearly leads in annual sales numbers, largely because of its broader model range and loyal customer base. Strategic acquisitions like the growing presence of Toyota’s TRD Pro and GR86 performance models also help attract a younger demographic. This multi-level market strategy places Toyota in a strong position relative to its direct competitors.
What challenges did Toyota face in the US market last year?
Like many automakers, Toyota faced supply chain disruptions last year due to global semiconductor shortages and logistical bottlenecks. These challenges affected production timelines and led to tighter inventory levels at dealerships across the country. Limited availability of certain components impacted the production of high-demand models such as the RAV4 and Corolla.
In addition to production constraints, inflationary pressures and rising interest rates influenced consumer purchasing power. This, in turn, contributed to a slowdown in overall auto sales during several months of the year. Despite these obstacles, Toyota managed to maintain a strong sales performance through resilient consumer trust and an adaptive supply chain strategy that allowed it to recover quicker from disruptions than some of its competitors.
Are there any upcoming changes that may affect Toyota’s US sales figures?
Toyota is planning a major shift toward electrification in the coming years, which could significantly impact its future sales in the US market. The company has announced investments in battery electric vehicle (BEV) development and intends to launch several new EV models by 2026. This transition aligns with broader industry trends and evolving US government regulations regarding emissions and fuel economy.
With competitors rapidly expanding their EV portfolios, Toyota’s sales trajectory will depend on how well it integrates electric vehicles into its established and reliable lineup. Launching successful electric versions of popular models such as the RAV4 and Highlander could attract a new wave of environmentally conscious buyers. These changes may help Toyota maintain or even grow its US market share in the next few years.
How does Toyota distribute its vehicles in the US market?
Toyota utilizes a well-developed and multifaceted distribution system in the United States, combining domestic manufacturing with imports. Several Toyota models are built in US plants located in Texas, Kentucky, Alabama, and other states, which helps the company respond more quickly to domestic demand and avoid some of the costs associated with international logistics. This mix of local and imported production ensures a steady supply of vehicles to US consumers.
Additionally, Toyota has invested heavily in digital tools and dealership partnerships, streamlining the customer experience from research to purchase. Its website allows shoppers to configure and price vehicles, locate inventory, and even explore financing options. These innovations, coupled with strong supply chain management, enhance the efficiency and effectiveness of Toyota’s distribution in the US, contributing to consistent sales performance year over year.