Toyota continues to sell more vehicles than any other automaker in the U.S., but it is selling fewer than it used to. In September, sales fell by 21%, and they are down 6% since the beginning of the year, marking four consecutive months of decline, according to company data released this week. In terms of specific models, Corolla saw a 31% drop in buyers in September, and Mira deliveries plummeted by 77% to just 30 units. Only 498 American drivers took home a GR86, slightly over half of its total from September 2023.
Meanwhile, Crown crossover sales decreased by 66%, although the launch of the new Crown Seghnia SUV could be attributed to some of the decline in Crown sales. The Camry remained stable at least, while both the Supra and Prius improved their sales efforts by 17% and 21%, respectively.
The situation was worse in the truck and SUV segment, where even the popular RAV4 faced an 18% decline in sales. The 4Runner suffered a 53% drop, Highlander 46%, Sequoia 13%, Tacoma 12%, and Corolla Cross 11%. However, Tundra saw a 5% increase, and BZ4X sales rose by 12%.
Toyota has focused on the success of its electric and hybrid vehicles, noting that plug-in hybrids, electric cars, and hydrogen fuel cell vehicles made up an impressive 48% of total sales in September, with a 25% increase in sales.
