Toyota Achieves Historic Global Sales Peak in 2025, Defying Economic and Trade Pressures

Toyota Motor Corporation officially confirmed on January 29, 2026, that it reached an unprecedented milestone in global sales for the 2025 calendar year. The combined performance of the Toyota and Lexus brands resulted in 10,536,807 vehicles sold, representing a robust 3.7% increase compared to the previous year. This achievement marks the sixth consecutive year that Toyota has secured its position as the world's top-selling automaker, significantly outpacing its closest rival, the Volkswagen Group, which reported sales of 8,983,900 units.

The broader Toyota Group, which encompasses the Daihatsu and Hino subsidiaries, also reached a historic high by delivering 11,322,575 vehicles worldwide. This figure reflects a 4.6% year-on-year growth, underscoring the conglomerate's massive scale and operational efficiency. On the manufacturing front, the group's production capabilities expanded to meet this rising demand, reaching a total output of 11.2 million units, which is a 5.7% rise over the production levels recorded in 2024.

Much of this momentum was fueled by the American market, where Toyota's sales reached 2.51 million units, an 8.0% annual increase. The primary catalyst for this success was the exceptional performance of hybrid vehicles (HV), which saw sales surge by 20.4% to reach 1.11 million units in the United States alone. This strategic focus on hybrids provided a vital financial cushion, helping the company mitigate the potential impact of US trade tariffs that were estimated to threaten approximately 1.5 trillion yen in operating profits. Additionally, exports from Japan saw a significant uptick, rising 14.2% to 610,000 units.

The luxury division, Lexus, also set a new global benchmark by selling 882,231 units in 2025, a 4% improvement over its 2024 performance. North America remained the brand's most critical stronghold, accounting for 408,070 units and showing a 7.1% increase. This regional growth was largely driven by the popularity of crossovers and SUVs, specifically the RX and NX models, as well as the newly introduced TX, which saw its sales figures more than double. Conversely, the European market presented a challenge for Lexus, where sales dipped by 2.3%, making it the only major geographic region to experience a decline during this period.

A broader look at the global sales architecture reveals that Toyota’s dominance is still firmly rooted in its hybrid technology, even as pure battery electric vehicles (BEVs) show more moderate growth. In the European market, hybrids captured a 34.5% share, while BEVs accounted for 17.4% of the market. Takashi Watanabe, President of Lexus International, emphasized that 2025 was a year of innovation for the brand, highlighted by the introduction of the refreshed ES with its electrified lineup and the RZ model featuring advanced Steer-by-Wire technology.

Despite the complexities of international trade policies and shifting consumer preferences, Toyota's 2025 results demonstrate a resilient business model. By balancing high-volume hybrid production with targeted luxury growth and technological advancements, the corporation has maintained its leadership in a competitive global landscape. The record-breaking figures across production and sales confirm that Toyota's diversified powertrain strategy continues to resonate with consumers across major international markets.