by Overall Picture of Toyota Sales
In the first nine months of this year, Toyota and Lexus sold 136,357 more vehicles in the United States than in the same period last year. Although many of the brand’s popular models showed significant growth, in September two key Toyota models experienced serious sales declines.
Decline in Sales of Key Models
Let’s start with the negatives: demand for the Toyota Prius and Toyota Land Cruiser dropped sharply in September. Local Prius sales decreased by 27.4%, from 5,255 to 3,813 units. Interestingly, since the beginning of the year, Prius sales remain positive, showing significant growth of 63.3% compared to last year. In 2025, at least 46,777 units of this model were sold in the USA.
Toyota Sold Just 18 EVs In Japan Last Month
The Land Cruiser also became a notable exception in September. Its sales fell by 29.9% to 2,145 units, compared to 3,059. However, similar to the Prius, since the beginning of the year, sales have increased by 92.1% to 35,146 units, whereas last year this figure was 18,296. Furthermore, in September, Supra sales decreased by 2.1%, BZ model sales by 95.4%, and Crown Signia deliveries fell by 40.8%.
Overall Growth and Lexus Dynamics
Despite mixed results, overall sales of Toyota models increased by 13.4% to 158,959 units, while Lexus sales grew by 19.4% to 26,789. Combined, Toyota and Lexus sold 185,748 vehicles in September, which is 14.2% more than last year. This allowed the total sales volume since the beginning of the year to increase to 1,865,876 units, which is 7.9% higher than in the first three quarters of 2024.
Interestingly, demand for traditional Lexus passenger cars is gradually declining. Sales of passenger models this year fell by 3.3% to 47,434 units, although in September there was a slight improvement – an increase of 9.6%. This category includes the IS, RC, ES, LS, and LC models. In contrast, sales of Lexus SUVs increased by 12% to 223,141 units, partly due to increased demand for the TX model by 85.5% and the GX model by 35.1%.
Overall, the situation with Toyota sales in the USA remains stable, despite temporary difficulties with individual models. The growing popularity of SUVs, especially within the Lexus brand, may indicate a shift in consumer preferences in the market. At the same time, the significant drop in sales of electric and hybrid models, such as the BZ, may be related to the general trend of slowing the transition to electric vehicles in some regions. This may require the company to adjust its marketing strategy and focus in future collections.
