Toyota maintains its position as the global leader in the automotive market.
Despite trade turbulence and heightened competition, Japanese automaker Toyota achieved record global sales in 2025, reaffirming its position as the world’s leading car manufacturer for the sixth consecutive year and widening the gap with its main competitor, the German group Volkswagen.
Global Sales Increase Amid Challenges
According to figures released by Toyota, the group, including its subsidiaries Daihatsu and Hino Motors, sold 11.3 million vehicles in 2025, marking a 4.6% increase compared to the previous year. In comparison, Volkswagen sold only 8.98 million cars, a decline of 0.5%.
This performance comes despite a slowdown in sales in China, a key market, due to the rapid expansion of local manufacturers, particularly BYD, the leader in electric vehicles, which is engaged in a price war.
The United States: A Strategic Market
The United States accounts for nearly a quarter of Toyota’s global sales. Out of the 2.52 million vehicles sold in the country, 1.39 million were produced locally in the group’s eleven American plants.
Despite additional tariffs imposed by Washington (25% from April to September 2025, then reduced to 15%), Toyota managed to maintain its sales with an increase of 8%, bolstered by a renewed interest in hybrid gasoline-electric vehicles.
Expansion of Electric Vehicles and Outlook
In 2025, Toyota sold nearly 200,000 battery electric cars, a modest volume but reflecting a 42% increase, signaling a growing emphasis on its eco-friendly models.
The Japanese manufacturer also adjusted its pricing to remain competitive in the American market, estimating that tariffs had reduced its annual operating profits by €8 billion.
Comparison with Other Japanese Manufacturers
Other Japanese manufacturers have faced challenges:
Nissan sold 3.2 million vehicles, a decrease of 4.4%, with a decline of 6.3% in China.
Honda reduced its global production by 9%, resulting in 3.4 million vehicles.
In light of these contrasting performances, Toyota stands out for its resilience and strategic positioning in key markets, further solidifying its status as the global leader in the automotive industry.
