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Although Toyota is still the highest-selling brand in the U. S. market, its sales have continued to decline in that market. According to the latest data released by Toyota in the United States, Toyota's sales in the United States in September were 162595, down 20.3 percent from a year earlier and 9.9 percent from a month earlier, marking the fourth month of decline in Toyota's sales in the United States. However, Toyota still achieved growth in the US market by the end of September, with cumulative sales of 1729519 vehicles, up 6.2 per cent from a year earlier.

In terms of brands, Toyota brand sales fell 21.1 per cent in September from a year earlier to 140152 vehicles, with a cumulative sales volume of 1481319 vehicles in the first three quarters, up 5.5 per cent from a year earlier, while Lexus brand sales fell 14.5 per cent to 22443 vehicles in the first three quarters, up 10.67 per cent from a year earlier.

In the car sector, the model with the highest sales volume was Camry, 22934, but down 10.0% from the same period last year. Carola's sales fell by 30.5% to 15761, while other models were all less than 10,000 and fell sharply. Among them, Mira sales plunged 77.3% to 30, GR86 sales were only 498, down 48.1% from the same period last year, while the Prius increased by 5255, up 21.0% from the same period last year. Supra models also grew 17.3% year-on-year.

In the SUV market, the highest-selling model was the RAV4, at 31296, but down 17.9 per cent from a year earlier, while none of the other SUV models exceeded 10,000. Sales of models such as 4Runner, Highlander, Sequoia, Tacoma and Corolla Cross all fell sharply in September, with only Tundra and BZ4X growing slightly, up 5 per cent and 12 per cent, respectively.

As for the Lexus brand, most models also declined, with the biggest decline, UX, down 51.3% from a year earlier to 402 vehicles, while sales of RC, IS, LX and other models also fell by more than 30%, while the highest-selling model was the RX, at 8590, down 8.7% from a year earlier.

However, Toyota highlighted the success of electric vehicles in its sales figures, pointing out that hybrids, plug-in hybrids, pure electric vehicles and hydrogen fuel cell vehicles accounted for 48 per cent of total sales in September, up 25 per cent from a year earlier.

Toyota delayed its planned production of an electric SUV in the US from 2025 to 2026 because of a slowdown in overall electric vehicle sales in the region, but said it planned to sell as many as seven pure electric vehicles in the US over the next two years. Toyota originally aimed to start producing a three-row, pure electric SUV at an assembly plant in Georgetown, Kentucky, by the end of 2025, but the production plan has been postponed to 2026. Toyota remains committed to producing the unnamed SUV in Kentucky from early 2026 and plans to start producing another unspecified all-electric SUV at a plant in Princeton, Indiana later that year.

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