Toyota Motor North America closed 2025 with U.S. retail volume of 2,518,071 vehicles, marking an 8.0% increase versus 2024 on a volume basis and an 8.3% rise on a daily selling rate basis. The Toyota division led growth with 2,147,811 units sold (up 8.1%), while Lexus achieved its best-ever full-year result at 370,260 units (up 7.1%). December deliveries accelerated to 231,513 vehicles (up 10.3%), underpinned by double-digit gains for core nameplates such as Camry, Corolla, RAV4 and Tacoma.

Electrified Toyota and Lexus models accounted for 47.0% of total volume in 2025, with 1,183,248 units sold (up 17.6%). Toyota’s hybrid and plug-in hybrids drove 1,051,397 sales (49.0% of its mix), while Lexus hit an all-time high of 131,851 electrified sales (35.6% of its mix). However, fourth-quarter electrified unit volume dipped 1.9% and represented 44.6% of Q4 volume, signaling temporary pull-back in electric demand that investors should monitor in early 2026.

U.S. import tariff proposals on certain auto components have raised concerns over potential margin compression for Toyota’s North America operations. The company has maintained one of the industry’s lowest incentive levels, but rising input costs and possible duties on EV battery packs could force adjustments to pricing or promotional strategies. With consumers increasingly price sensitive after three years of steady sales gains, Toyota’s broad lineup—including 30 electrified models—will be tested on both affordability and profitability fronts as 2026 unfolds.