A Toyota dealership is seen on November 19, 2025 in Austin, Texas.
Brandon Bell | Getty Images
Toyota Motor has retained its position as the world’s top-selling automaker in 2025, posting record sales of 10.5 million units, the Japanese auto giant reported on Thursday.
Sales of Toyota and its luxury Lexus marque rose 3.7% from a year earlier, edging out Volkswagen Group’s 9 million units and Hyundai Motor Group’s 7.27 million units.
Notably, demand was buoyed by strong U.S. sales of hybrid vehicles, such as the Prius and RAV4 models.
Toyota’s strength in the U.S. came despite an aggressive tariff regime rolled out by U.S. President Donald Trump, who initially imposed 25% levies on Japanese automotives, before reducing them to 15%.
In the U.S., Toyota and Lexus vehicle sales climbed 7.3% to 2.93 million units.
The results reflect success in Toyota’s strategy of absorbing tariff-related costs rather than passing them on to consumers through broad price hikes, while focusing on local production and other cost controls.
While the company estimated in November that U.S. tariffs would still cost it 1.45 trillion yen ($9.7 billion) in its fiscal year ending March 2026, it also raised its full-year operating profit forecast, citing successful cost reductions and strong demand outside the U.S.
Tariffs hit rival
In another sign of demand for global automotives, Toyota rival Hyundai Motor reported global revenue growth of over 6% in 2025 from a year ago, supported by strong hybrid sales in the U.S.
However, its operating profit took a hit from tariffs, falling 19.5% from the previous year, with U.S. levies costing the South Korean automaker 4.1 trillion won.
South Korea and the U.S. agreed to a trade deal last year that lowered tariffs on most South Korean products, including cars, to 15% starting in November.
However, Trump on Monday threatened to raise the duty back to 25%, saying that the country’s legislature had not moved fast enough to implement the deal. Hyundai shares fell by nearly 5% on the news.
Hyundai’s sales in the U.S. are more reliant on imports, with the company saying in September that only about 40% of U.S. sales were produced domestically in 2025. The company hopes to ramp up local manufacturing at its Georgia facilities to over 80% by 2030.
Toyota — which relied on imports for only about one-fifth of its U.S. sales — has also pursued aggressive U.S. manufacturing expansion, focusing on hybrids.
Toyota Motor is scheduled to report its fiscal third-quarter earnings on Feb. 6. Analysts expect the firm’s operating profits to rebound nearly 30% from the same period last year, according to estimates compiled by Reuters.
Shares of Toyota popped 3% in trading on Thursday.
