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News - Market InsightMarket Insight: Toyota on topRecord sales for Toyota Australia in 2025 included top spot in eight vehicle segments13 Jan 2025 RECORD Australian new-vehicle sales in 2024 included a new high-water mark for Toyota, which broke a 16-year benchmark in the process.
The dominant player in the Australian new-vehicle market for the last 22 years sold 241,296 vehicles last year, representing a 12.1 per cent increase in the Big T’s market share; now running at 19.8 per cent overall.
Although not immune from unfavourable market conditions including what is described by economic commentators as a cost-of-living crisis, for 2025 Toyota remains optimistic about its own sales performance and the broader Australian new-vehicle market.
In achieving the record, Toyota eclipsed its nearest rival Ford by nearly 12 market share percentage points as the Blue Oval cornered an 8.2 per slice of the pie primarily courtesy of strong demand for its Ranger ute and Everest large SUV.
Broken down into a daily sales rate, Australia’s 260 Toyota dealers collectively moved an astonishing 660 vehicles through their doors every day, a number still hamstrung to a certain extent by supply issues that have slowed deliveries for certain Toyota models.
Even more impressive is that much of Toyota’s gain came from hybrid vehicle sales that eclipsed the 100,000 mark in 2024 (118,081) after the company swung much of its line-up entirely over to petrol-electric powertrains.
Diving deeper into the statistics, 2024 was the 13th consecutive year that Toyota has sold more than 200,000 vehicles, this time achieving pole position in the passenger, SUV and light-commercial segments.
The RAV4 was Australia’s best-selling SUV for the fifth consecutive year, with 58,718 sales (mostly hybrids), doubling the model’s supply-constrained performance in 2023. The weighting toward petrol-electric variants also qualifies the RAV4 as best-selling hybrid vehicle Down Under.
All told, Toyota was the number-one SUV brand with 117,605 combined sales for the LandCruiser 300 Series, LandCruiser Prado, Fortuner, Kluger, RAV4, Corolla Cross, bZ4X, C-HR and Yaris Cross.
The perennial favourite HiLux passed 50,000 sales for the fourth consecutive year, in the process achieving record sales results in the NT (for the past 24 years), Queensland (for the past 18 years), and Western Australia (for the past 17 years).
Despite a waning passenger car space, Toyota’s Corolla small hatch and sedan topped the charts as Australia’s best-selling passenger car with 24,027 sales, while the Camry medium sedan also did well at 15,401 units sold for 2024, a 33 per cent increase on the previous year.
At a function to announce Toyota’s 2024 sales performance, executives took great pride in the fact that eight of their vehicles led their individual segments: Corolla, Camry, RAV4, LandCruiser 300 Series, HiLux 4x2, HiAce Commuter, Coaster, and HiAce, while three of its vehicles sit among the top ten on the annual sales ladder – RAV4, HiLux 4x4, and Corolla.
Toyota Australia vice president of sales, marketing and franchise operations Sean Hanley said the 2024 sales result reflects trends and is an indication of the state of Australia’s economy which he said “was in really good shape”.
“It tapered off substantially towards the end of the year, but the first half was enough to carry the record result,” he said.
Mr Hanley said 2024 had been an extraordinary year for the company due to the loyalty of the brand’s customers and the concerted efforts of employees, dealers, and suppliers.
“With the support of our global production teams, we were able to substantially increase the supply of vehicles for Australian customers in 2024 and dramatically reduce wait times across most of our model line-up,” he added.
“While cost-of-living pressures started to have an impact across the industry in the latter part of last year, we are forecasting a resilient market in 2025, around 1.175 million vehicles.”
Mr Hanley said Toyota is planning for another highly successful year with sales again above 220,000 vehicles, although the better alignment between supply and demand means Toyota will most likely not match the record-breaking throughput of the past 12 months.
“As always, we are focused on offering vehicle choices to customers that meet their needs and wants – everything from an electrified vehicle for zipping about the city or a heavy-duty four-wheel-drive for towing heavy loads over long distances,” he continued.
Although Toyota rang the bell with electrified (hybrid) vehicles, Mr Hanley noted that demand for BEVs was under pressure saying “just because you build them doesn’t mean customers will buy them”.
“BEV predictions have not aged well because they don’t meet the requirements of Australian buyers at least not at the moment, but PHEV sales have doubled in 2024,” he remarked.
“Australian customers speaking in loud volume say they will buy electrified vehicles … But only when they (the vehicles) are capable.”
Adding veracity to his words on electrified vehicles, Mr Hanley concluded: “Our forward orders remain very strong across the Toyota range, particularly for hybrid variants.”  Read more |
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