Toyota's global sales exceeded 5.159 million units in the first half of 2025, ranking first in the world for six consecutive years.

【PCauto】 According to official documents released by Toyota, the company recorded global sales of 5.159 million vehicles(including Lexus) in the first half of 2025, maintaining its position as the world’s top automaker. This marks a 5.5% year-on-year increase and sets a new record for Toyota’s best-ever first-half sales (based on available data since 2021). It also means that Toyota has retained the global sales crown for the sixth consecutive year. Official sales data show that monthly sales from January to June all exceeded those of the same period last year, with March peaking at 968,000 units.

Higher Sales in North America, China, and Japan

North America remains a major market for Toyota, recording 1,438,982 units sold in the first half, up 3.7% year-on-year; in China, Toyota sold 837,744 vehicles, a 6.8% increase; in Japan, sales totaled 768,445 units, rising by 12.6% compared to last year.

Analysts attribute the recovery of Toyota’s sales in China to its continued commitment to hybrid models, which remain popular amid the evolving energy landscape. As for North America, despite uncertainties caused by former President Trump’s 25% tariff on imported vehicles, a new U.S.-Japan trade agreement has reduced the tariff to 15%, which has helped to ease the pressure on Toyota’s business.

Hybrid Technology as the Key Competitive Advantage amid Industry Transformation

In the first half of 2025, hybrid models accounted for 43% of Toyota’s total sales, reaching 2,233,048 units, a 16.6% increase year-on-year. Analysts note that in countries or regions where EV infrastructure is still underdeveloped, consumers are more inclined to choose hybrid vehicles that do not entail charging stations. This trend provides Toyota with a strategic buffer against growing competition from electric vehicle brands such as Tesla and BYD.

In response to the industry-wide shift toward electrification, Toyota is also undergoing a transformation. In the first half of the year, the company sold approximately 82,079 battery electric vehicles (BEVs), primarily in North America and Europe. The bZ4X alone accounted for more than 60% of these sales. However, BEVs still made up just 1.5% of Toyota’s total group sales, indicating a cautious pace in its transition.

During the earnings call, company executives revealed plans to launch 10 new BEV models by 2026 and to reduce battery procurement costs by 30%.

Behind Toyota’s Strong Performance, Warning Signs Emerge

In June, Honda’s global sales fell by 8% to 285,000 units, while Nissan declined by 5% to 262,000 units. Toyota’s edge in hybrid technology is currently granting it a crucial window of opportunity in the EV transition, but analysts warn this window could close within the next three years. In addition, key supplier Denso reported an 11% drop in operating profit in Q2, due to import tariffs and the appreciating Japanese yen. This development may pose future challenges to Toyota’s supply chain stability.

As the global automotive industry accelerates its shift toward electrification, Toyota’s hybrid strategy has managed to maintain market share for now, but the competitiveness of its EV lineup will be key to sustaining its sales leadership.Toyota has announced a 1.5 trillion Japanese yen investment in solid-state battery development, signaling that the showdown between legacy automakers and emerging EV players will enter a critical phase by 2026.