Toyota RAV4 Remained The Brand's Bestseller For 2025, But The Runner-ups May Surprise You

The year 2025 ended and for the fourth time in a row, Toyota is the best-selling car company. This is hardly a surprise given the company’s stout reputation for quality and reliability. Granted, there have been a few hiccups along the way, but for the most part, Toyota has cleared out any imperfections (mostly from early models) and is still on track. 

In 2025, Toyota saw a 4.3-percent increase in sales over 2024.  It is hardly a surprise that the RAV4 was, once again, Toyota’s best-selling model for 2025. Not only that, but it is also the most sold SUV in the US, followed by the Honda CR-V, and Nissan Rogue.

That said, some of the sales numbers reveal interesting trends, and one particular model has outsold the majority of the brand’s SUVs.

It is refreshing to see that the new Toyota RAV4 perfected the existing formula instead of reinventing the wheel. This is also one of the key reasons why Toyota’s hybrids currently set the standard, and will continue to do so. In 2025, the compact SUV was sold 479,288 times, which is a 0.9-percent increase over 2024 (475,193 units sold).

Related: Common Problems With 2019-2024 Toyota RAV4

The biggest surprise is in the minivan department

It seems, minivans are, once again, going up in popularity. Toyota currently has only one model in the segment, the Sienna, and it saw a 35.2-percent increase over 2024. Last year, 101,486 were sold. To put things in perspective, 2024 saw 75,037 units of the Sienna sold. 

The model ditched the 3.5-liter V-6 back in 2020, and is currently offered with the company’s 2.5-liter hybrid. Between the generous standard equipment, frugal, but adequate powertrain, and the roomy interior, the Sienna is not a bad way to spend $41,915 (starting MSRP) on a family cruiser. 

Related: Is Toyota Cheaping Out On The 2026 Sienna? Some Owner Seems To Think So, But The Issue Might Be In The Dealer

Other interesting trends 

Despite many raving about the lack of a V-6, the Toyota Tacoma is actually selling well. The option of a non-hybrid powertrain and a manual transmission, mean there is a version of the midsize truck for (almost) anyone. If you still want a rugged V-6 pickup truck with a body-on-frame chassis, another Japanese carmaker still offers one. Still, 2025 saw a 42.4-percent increase in Tacoma sales - 274,638 versus 192, 813 in 2024.

The Grand Highlander makes the Highlander obsolete

The Grand Highlander gets you more for less. It is 6.5 inches longer, 2.3 inches wider, and 2.0 inches taller than the Highlander, and with a lower starting price of $43,155 versus $47,540. Somehow, even the hybrid Grand Highlander starts at $46,505, which is still less than the regular Highlander’s starting MSRP.

With all that said, it is no surprise that the Grand Highlander sales almost doubled in 2025, compared to 2024. Last year, 136,801 vehicles were sold versus the previous year’s 71,721 - a 90.7-percent increase. Meanwhile, Toyota Highlander sales went down by 37.3 percent - 56,208 units sold in 2025 versus 89,658 in 2024.

The Land Cruiser J250 sales went up by 50.9 percent, which is hardly a surprise given 2025 was the first full year the SUV was on sale. Its sibling, the Lexus GX saw an increase of 20.3 percent in 2025 (37,180 versus 30,914 units sold). The model continues to perform well despite a small number of the luxury SUV being affected by the expanded recall, related to the 3.4-liter twin-turbo V-6 engine. 

Lexus saw a 10.1-percent jump in 2025

The Lexus TX saw the biggest increase in sales figures - 100.2-percent compared to 2024. This shouldn’t be a surprise since 2025 was the first full year the model was on sale. The SUV offers a unibody setup and a non-hybrid, 2.4-liter turbo-four powertrain that can be had with optional all-wheel drive. 

Lexus’ most popular model remains the RX, with 113,256 units sold in 2025, but sees a 4.5-percent dip compared to 2024, when 118,636 units were sold. For most other Lexus models, the sales figures remain fairly steady with sub-10-percent fluctuations. The situation is a bit different when it comes to Lexus’ light passenger cars. Only the IS saw an increase in sales - by 4.1 percent. For 2026, the sports-luxury sedan will be offered with only one engine for the US, and it will not be a hybrid. 

The Lexus LS flagship is finally getting put out of its misery after 2026. The model saw a sharp decline in sales - by 50 percent - and it was already selling poorly. The 2,163 units sold in 2024 may seem low, but in 2025, the full-size luxury sedan sold only 1,082 times. 

The company’s sports cars - RC and LC - are not doing great either. They saw a drop in sales by 27.2 and 12.2 percent respectively. Lexus sold less than 1,500 units each. The RC was already discontinued in November 2025, and the ultra-luxurious LC will follow suit after 2026.

The picture is clear: 2026 will favour the company’s SUV and truck models while a few Lexus models are getting the axe. The Lexus UX is another slow seller, and Lexus is replacing it with a more functional, but performance-oriented equivalent. 

Toyota and Lexus currently have one of the most comprehensive lineups. Do you own one of these models? If so, feel free to share your opinion in the comments below.

Image source: 2026 Toyota RAV4, 2026 Toyota Sienna, Lexus RX, Lexus LC

Dimitar Angelov's automotive interests made him an expert in a wide variety of vehicles. Japanese brands like Toyota and Nissan are closest to his heart, although performance cars in general are his favorite segment, which is why he is constantly on the lookout for the best deals on the market. Dimitar Angelov's car passion and knack for the written word led him to complete a Master of Arts in Media and Communications, and classic car restoration. Dim is happy to get behind the wheel of any car and share his impressions. You can follow Dimitar on X, Linked-in, Instagram, and Facebook.