Toyota Motor North America Reports March, First Quarter 2025 U.S. Sales Results

Rhea-AI Summary

Toyota Motor North America (TMNA) reported strong March 2025 U.S. sales of 231,335 vehicles, up 7.7% from March 2024. Electrified vehicle sales surged 44.1% to 112,608 units, representing 48.7% of total sales.

For Q1 2025, TMNA achieved total sales of 570,269 vehicles (+0.9%), with electrified vehicles reaching 288,796 units (+39.6%), accounting for 50.6% of total volume. Lexus Division recorded its best-ever first quarter with 83,043 vehicles (+5.8%), while Toyota Division reported 487,226 vehicles (+0.1%).

Notable Q1 performance includes:

• Tacoma sales up 177.5%
• Pickups up 65.1%
• bZ4X sales up 195.7%
• GX sales up 139.5%

The company currently offers 32 electrified vehicle options across both brands, maintaining the largest electrified vehicle lineup among automakers.

Positive

• Record Q1 electrified vehicle sales reaching 50.6% of total volume
• Lexus achieved best-ever Q1 sales performance
• Tacoma sales surged 177.5% in Q1
• Total pickup truck sales up 65.1% in Q1
• Largest electrified vehicle lineup in the industry with 32 options

Negative

• 4Runner sales declined 75.1% in Q1
• Camry sales dropped 10.2% in Q1
• Corolla sales decreased 7.7% in Q1
• Crown sales fell 70.9% in Q1
• Venza sales declined 91.6% in Q1

Insights

Automotive Industry Analyst

Toyota's Q1 2025 report reveals a significant strategic milestone with electrified vehicles surpassing 50% of total sales volume for the first time, showcasing successful execution of their electrification strategy. The company achieved a robust 44.1% year-over-year growth in March electrified vehicle sales and 39.6% growth for Q1.

The Lexus division delivered particularly impressive results with its best-ever first quarter performance, growing 5.8% year-over-year, demonstrating strong luxury segment positioning. This premium brand strength provides Toyota with higher margin sales to complement their volume business.

Toyota's product portfolio strategy is yielding results across multiple segments: Tacoma pickup sales surged 177.5%, Sienna grew 46.6%, and the all-electric bZ4X increased by 195.7%. These gains offset weaknesses in models like the Crown (down 70.9%) and 4Runner (down 75.1% as the new model ramps up).

The diversified electrification approach—spanning hybrids, plug-in hybrids, and BEVs across 32 different models—is proving effective in meeting various consumer preferences while achieving sustainability goals. Toyota's balanced portfolio strategy appears to be resonating with U.S. consumers, who are increasingly choosing electrified options without fully committing to BEVs.

Financial Analyst

Toyota's Q1 results demonstrate solid financial positioning with strategic growth vectors in high-margin segments. The 50.6% electrified vehicle mix represents a critical inflection point that positively impacts both revenue quality and regulatory compliance, reducing potential future emissions penalty exposure.

The company maintains "lowest incentives among full-line manufacturers," indicating strong pricing power despite competitive market conditions. This helps preserve margins even as the industry faces pressure from elevated inventory levels at some competitors.

The product mix shift shows improved balance between profitability and volume: strong performance in trucks (up 4.6%), pickups (up 65.1%), and Lexus luxury vehicles (up 5.8%) represents growth in higher-margin segments. The Camry Hybrid explosion in popularity (up 1,123% for March) likely delivers improved per-unit profitability versus conventional models.

Toyota's factory investments are strategically aligned with this sales mix, with their North Carolina plant beginning battery production in 2025. This vertical integration should improve supply chain resilience and potentially enhance margins on electrified vehicles as scale increases. The balanced approach to electrification—emphasizing profitable hybrids while incrementally growing BEV sales—appears to be yielding stronger financial results than competitors pursuing all-BEV strategies with thinner margins.

First quarter electrified Toyota and Lexus sales make up more than 50 percent of total sales volume

Lexus Division records its best-ever first quarter sales result

32 electrified vehicle options available, the most among any automaker with more in showrooms throughout 2025

PLANO, Texas, April 1, 2025 /PRNewswire/ -- Toyota Motor North America (TMNA) today reported March 2025 U.S. sales of 231,335 vehicles, up 7.7 percent on a volume basis and up 11.8 percent on a daily selling rate (DSR) basis versus March 2024. Sales of electrified vehicles for the month totaled 112,608, up 44.1 percent on a volume basis and up 49.6 percent on a DSR basis representing 48.7 percent of total sales volume. 

For the first quarter, TMNA reported sales of 570,269 vehicles, up 0.9 percent on a volume basis and up 3.6 percent on a DSR basis versus the year ago period. Sales of electrified vehicles for the first quarter totaled 288,796, up 39.6 percent on a volume basis and up 43.3 percent on a DSR basis representing 50.6 percent of total sales volume. 

Toyota division posted March sales of 196,240 vehicles, up 6.6 percent on a volume basis and up 10.7 percent on a DSR basis. For the quarter, Toyota division reported sales of 487,226 vehicles, up 0.1 percent on a volume basis and up 2.8 percent on a DSR basis. 

Lexus division posted March sales of 35,095 vehicles, up 14.1 percent on a volume basis and up 18.4 percent on a DSR basis. For the quarter, Lexus division reported it best-ever result with sales of 83,043 vehicles, up 5.8 percent on a volume basis and up 8.6 percent on a DSR basis.

"We continue to see steady sales from our Toyota and Lexus brands due in part to improved inventory levels and new models like the Toyota 4Runner and Lexus LX hybrid," said Mark Templin, executive vice president and chief operating officer, TMNA. "We're also seeing our sales mix of electrified vehicles increasing as our diverse portfolio of 32 electrified vehicles continue to grow and satisfy the needs of our customers while reducing emissions as much as possible, as quickly as possible."

March and First Quarter 2025 Highlights (volume basis unless otherwise noted) 

TMNA:

• March sales up 7.7 percent
• March electrified vehicle sales of 112,608, up 44.1 percent; represents 48.7 percent of total sales volume
• First quarter sales up 0.9 percent
• First quarter electrified vehicle sales of 288,796, up 39.6 percent; represents 50.6 percent of total sales volume
• 32 total electrified vehicles currently available in dealerships between both the Toyota and Lexus brands, the most among any automaker
• Lowest incentives among full-line manufacturers

Toyota Division:

• March sales up 6.6 percent
• March electrified vehicle sales of 99,119, up 49.1 percent
• First quarter sales up 0.1 percent
• First quarter electrified vehicle sales of 255,915, up 44.0 percent
• Six Toyota brand vehicles starting under $30,000
• First quarter sales:
  • Pickups up 65.1 percent
  • Trucks up 4.6 percent
  • GR86 up 36.1 percent
  • Prius up 25.0 percent
  • bZ4X up 195.7 percent
  • Corolla Cross up 26.8 percent
    • Corolla Cross HEV up 19.2 percent
  • Highlander HEV up 8.7 percent
  • Grand Highlander up 2.3 percent
  • Sienna up 46.6 percent
  • Tacoma up 177.5 percent

Lexus Division:

• Best-ever first quarter sales result
• March sales up 14.1 percent
• March electrified vehicle sales of 13,489, up 15.6 percent
• First quarter sales up 5.8 percent
• First quarter electrified vehicle sales of 32,881, up 13.1 percent
• Best-ever first quarter sales for Luxury Utility Vehicles
• First quarter sales:
  • RC up 10.2 percent
  • Total ES up 8.6 percent
    • ES HEV 5.1 percent
  • LC up 5.3 percent
  • NX up 5.1 percent
    • NX HEV up 12.6 percent
  • RX HEV up 2.2 percent
    • RX PHEV up 88.3 percent
  • TX up 0.9 percent
    • TX HEV up 26.5 percent
  • GX up 139.5 percent
  • LX up 0.4 percent

About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. for nearly 70 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our nearly 1,500 dealerships. 

Toyota directly employs nearly 48,000 people in the U.S. who have contributed to the design, engineering, and assembly of more than 35 million cars and trucks at our 11 manufacturing plants. In 2025, Toyota's plant in North Carolina will begin to manufacture automotive batteries for electrified vehicles. With more electrified vehicles on the road than any other automaker, Toyota currently offers 32 electrified options.

Through its Driving Possibilities initiative, the Toyota USA Foundation has committed to creating innovative educational programs within, and in partnership with, historically underserved communities near the company's U.S. operating sites.

For more information about Toyota, visit www.ToyotaNewsroom.com.

Media contact:
Victor Vanov
victor.vanov@toyota.com 
469.292.1318

 

TOYOTA  U.S. SALES SUMMARY
March 2025
	-- CURRENT MONTH --				-- CALENDAR YEAR TO DATE --
	2025	2024	DSR %	VOL %	2025	2024	DSR %	VOL %
TOTAL TMNA	231,335	214,894	11.8	7.7	570,269	565,098	3.6	0.9
TOTAL TOYOTA DIV.	196,240	184,123	10.7	6.6	487,226	486,627	2.8	0.1
TOTAL LEXUS DIV.	35,095	30,771	18.4	14.1	83,043	78,471	8.6	5.8
COROLLA	21,495	22,328	0	-3.7	55,456	60,071	-5.2	-7.7
SUPRA	179	202	-8.0	-11.4	421	484	-10.7	-13.0
GR86 (INCL FR-S)	1,146	1,364	-12.8	-16.0	2,777	2,041	39.7	36.1
MIRAI	0	71	-100.0	-100.0	33	172	-80.3	-80.8
CROWN	986	2,970	-65.5	-66.8	2,236	7,685	-70.1	-70.9
PRIUS	7,258	4,092	84.2	77.4	16,653	13,327	28.3	25.0
CAMRY	29,661	30,323	1.6	-2.2	70,308	78,337	-7.9	-10.2
TOTAL TOYOTA DIV. CAR	60,725	61,350	2.8	-1.0	147,885	162,122	-6.3	-8.8
IS	2,139	2,227	-0.3	-4.0	4,779	5,007	-2.0	-4.6
RC	186	145	33.2	28.3	452	410	13.2	10.2
ES	4,020	3,799	9.9	5.8	9,198	8,471	11.5	8.6
LS	140	247	-41.1	-43.3	420	683	-36.9	-38.5
LC	149	203	-23.8	-26.6	519	493	8.1	5.3
TOTAL LEXUS DIV. CAR	6,634	6,621	4.1	0.2	15,368	15,064	4.7	2.0
TOTAL TMNA CAR	67,359	67,971	2.9	-0.9	163,253	177,186	-5.4	-7.9
BZ4X	1,678	827	110.7	102.9	5,610	1,897	203.6	195.7
RAV4	41,509	45,340	-4.9	-8.4	115,402	124,822	-5.1	-7.5
COROLLA CROSS	10,879	7,781	45.2	39.8	24,120	19,028	30.1	26.8
CROWN SIGNIA	2,806	0	0	0	7,908	0	0	0
VENZA	39	3,348	-98.8	-98.8	672	7,961	-91.3	-91.6
HIGHLANDER	5,523	11,538	-50.3	-52.1	12,017	32,033	-61.5	-62.5
GRAND HIGHLANDER	10,958	10,077	12.9	8.7	25,718	25,136	5.0	2.3
4RUNNER	6,980	12,756	-44.3	-45.2	8,435	33,817	-72.5	-75.1
SEQUOIA	1,896	2,254	-12.6	-15.9	5,107	5,958	-12.0	-14.3
LAND CRUISER	5,860	0	0	0	15,416	0	0	0
TOTAL TOYOTA DIV. SUV	88,128	93,921	-2.6	-6.2	220,405	250,658	-9.7	-12.1
SIENNA	9,033	5,205	80.2	73.5	23,561	16,074	50.5	46.6
TACOMA	23,949	8,310	199.3	188.2	59,825	21,558	184.9	177.5
TUNDRA	14,405	15,337	-2.5	-6.1	35,550	36,215	0.8	-1.8
TOTAL TOYOTA DIV. PICKUP	38,354	23,647	68.4	62.2	95,375	57,773	69.5	65.1
TOTAL TOYOTA DIV. TRUCK	135,515	122,773	14.6	10.4	339,341	324,505	7.4	4.6
UX	988	1,178	-12.9	-16.1	2,525	2,701	-4.0	-6.5
NX	7,077	6,724	9.3	5.2	17,992	17,119	7.9	5.1
RZ	705	858	-14.7	-17.8	1,454	1,603	-6.9	-9.3
RX	10,452	10,599	2.4	-1.4	24,716	26,473	-4.1	-6.6
TX	4,584	3,649	30.5	25.6	10,045	9,956	3.6	0.9
GX	3,922	583	598.6	572.7	9,239	3,858	145.9	139.5
LX	733	559	36.2	31.1	1,704	1,697	3.1	0.4
TOTAL LEXUS DIV. TRUCK	28,461	24,150	22.4	17.9	67,675	63,407	9.6	6.7
TOTAL TMNA TRUCK	163,976	146,923	15.9	11.6	407,016	387,912	7.7	4.9
Selling Days	26	27			75	77
DSR = Daily Selling Rate
TOYOTA U.S. ELECTRIFIED VEHICLE SALES SUMMARY
March 2025
	-- CURRENT MONTH --				-- CALENDAR YEAR TO DATE --
	2025	2024	DSR %	VOL%	2025	2024	DSR %	VOL%
TOYOTA PRIUS HYBRID	5,727	2,596	129.1	120.6	12,893	9,420	40.5	36.9
TOYOTA PRIUS PLUG-IN HYBRID	1,531	1,496	6.3	2.3	3,760	3,907	-1.2	-3.8
TOYOTA COROLLA HYBRID	5,529	6,137	-6.4	-9.9	14,523	15,589	-4.4	-6.8
TOYOTA CAMRY HYBRID	29,655	2,424	1,170.0	1,123.0	70,281	8,986	703.0	682.1
TOYOTA MIRAI	0	71	-100	-100	33	172	-80.3	-80.8
TOYOTA CROWN	986	2,970	-65.5	-66.8	2,236	7,685	-70.1	-70.9
TOYOTA SIENNA HYBRID	9,031	5,205	80.2	73.5	23,559	16,072	50.5	46.6
TOYOTA 4RUNNER HYBRID	147	0	0	0	147	0	0	0
TOYOTA HIGHLANDER HYBRID	3,017	2,094	49.6	44.1	6,641	6,109	11.6	8.7
TOYOTA GRAND HIGHLANDER HYBRID	4,694	4,002	21.8	17.3	10,984	8,900	26.7	23.4
TOYOTA SEQUOIA HYBRID	1,896	2,254	-12.6	-15.9	5,107	5,957	-12.0	-14.3
TOYOTA LAND CRUISER HYBRID	5,860	0	0	0	15,416	0	0	0
TOYOTA BZ4X BEV	1,678	827	110.7	102.9	5,610	1,897	203.6	195.7
TOYOTA RAV4 HYBRID	14,524	21,801	-30.8	-33.4	49,513	57,875	-12.2	-14.4
TOYOTA RAV4 PLUG-IN HYBRID	2,631	2,826	-3.3	-6.9	6,355	7,767	-16.0	-18.2
TOYOTA COROLLA CROSS HYBRID	4,223	3,075	42.6	37.3	8,900	7,464	22.4	19.2
TOYOTA CROWN SIGNIA	2,806	0	0	0	7,908	0	0	0
TOYOTA VENZA HYBRID	39	3,348	-98.8	-98.8	672	7,961	-91.3	-91.6
TOYOTA TACOMA HYBRID	2,667	0	0	0	5,996	0	0	0
TOYOTA TUNDRA HYBRID	2,478	5,366	-52.0	-53.8	5,380	12,015	-54.0	-55.2
LEXUS ES HYBRID	1,618	1,413	18.9	14.5	3,524	3,354	7.9	5.1
LEXUS UX HYBRID	988	1,178	-12.9	-16.1	2,525	2,701	-4.0	-6.5
LEXUS LX HYBRID	209	0	0	0	317	0	0	0
LEXUS NX HYBRID	2,625	2,249	21.2	16.7	7,646	6,790	15.6	12.6
LEXUS NX PLUG-IN HYBRID	1,143	571	107.9	100.2	2,656	1,408	93.7	88.6
LEXUS RZ BEV	705	858	-14.7	-17.8	1,454	1,603	-6.9	-9.3
LEXUS RX HYBRID	4,183	4,325	0.4	-3.3	10,635	10,403	5.0	2.2
LEXUS RX PLUG-IN HYBRID	1,059	394	179.1	168.8	2,037	1,082	93.3	88.3
LEXUS TX HYBRID	884	593	54.8	49.1	1,928	1,524	29.9	26.5
LEXUS TX PLUG-IN HYBRID	70	68	6.9	2.9	137	168	-16.3	-18.5
LEXUS LS HYBRID	5	14	-62.9	-64.3	18	35	-47.2	-48.6
LEXUS LC HYBRID	0	2	-100	-100	4	4	2.7	0
TOTAL TMNA Electrified Vehicles	112,608	78,157	49.6	44.1	288,796	206,850	43.3	39.6
TOTAL TOYOTA Electrified Vehicles	99,119	66,492	54.8	49.1	255,915	177,778	47.8	44.0
TOTAL LEXUS Electrified Vehicles	13,489	11,665	20.1	15.6	32,881	29,072	16.1	13.1
TOTAL TMNA SALES RATIO	48.7 %	36.4 %			50.6 %	36.6 %
Selling Days	26	27			75	77

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/toyota-motor-north-america-reports-march-first-quarter-2025-us-sales-results-302417203.html

SOURCE Toyota Motor North America

FAQ

What percentage of Toyota's Q1 2025 sales were electrified vehicles (TM)?

Electrified vehicles made up 50.6% of Toyota's total Q1 2025 sales, with 288,796 units sold.

How many electrified vehicle options does Toyota (TM) currently offer?

Toyota offers 32 electrified vehicle options across Toyota and Lexus brands, the most among any automaker.

What was Lexus's performance in Q1 2025 (TM)?

Lexus achieved its best-ever first quarter with 83,043 vehicles sold, up 5.8% from Q1 2024.

Which Toyota model showed the highest sales growth in Q1 2025 (TM)?

The Toyota bZ4X showed the highest growth with a 195.7% increase in Q1 2025 sales.