Toyota retains global sales crown with 10.8 million vehicles in 2024

Jet Sanchez
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The world’s best-selling automaker retains its crown in 2024.

The world’s best-selling automaker retains its crown in 2024.

Toyota has once again secured its place as the world’s top-selling automaker, delivering 10.8 million vehicles globally in 2024. 

This marks Toyota's fifth consecutive year at the top, despite a 3.7% decline in total group sales.

The dip was largely driven by domestic headwinds, with Toyota’s sales in Japan suffering from governance issues related to certification test procedures, particularly at Daihatsu. 

The controversy led to a steep decline in local demand, contributing to a 1.4% drop in Toyota’s parent-only vehicle sales, which include its core Toyota and Lexus brands.

Toyota outguns VW Group

Toyota RAV4 New Zealand
Toyota RAV4

Even with a decline in total sales, Toyota maintained a considerable lead over its closest rival, Volkswagen Group. 

The German automaker reported a 2.3% decline in global sales, delivering just over 9 million vehicles in 2024 as it struggled with cost-cutting measures and an aggressive price war in China.

Despite mounting competition, Toyota’s hybrid strategy remains a key differentiator, with models like the RAV4 Hybrid driving strong sales in New Zealand, the United States and beyond. 

Toyota’s dominance stems from its ability to bridge the gap between internal combustion engines (ICE) and full electrification, providing a middle ground that continues to resonate with consumers.

Mirroring Toyota NZ's growth

Toyota Land Cruiser Prado
Toyota Land Cruiser Prado

Despite the global decline, Toyota’s New Zealand division continued to dominate in 2024, retaining its title as the best-selling car brand for the 37th consecutive year. 

The Toyota RAV4 remained the country’s top-selling passenger vehicle, while hybrid models like the C-HR and Hilux also performed strongly.

Toyota New Zealand’s focus on hybrid and electrified models aligns with the global trend, where hybrids made up a record 40.8% of Toyota’s total parent-brand sales in 2024. 

New Zealanders have embraced low-emission vehicles, with Toyota’s hybrid offerings driving strong demand despite a turbulent industry landscape.

In 2024, Toyota’s electrified vehicles accounted for an even greater 77.2% of its total New Zealand sales, spotlighting how hybrids continue to play a pivotal role in both domestic and international success.

Looking ahead

Toyota bZ4X New Zealand
Toyota bZ4X 

Toyota’s measured approach to electrification - prioritising hybrids over full battery electric vehicles (BEVs) - continues to shape its global and local market strategies. 

Although BEVs accounted for just 1.4% of Toyota’s global sales, its strong hybrid uptake signals a deliberate and sustainable path forward.

With a firm hold on the New Zealand and global markets, Toyota is well-positioned to navigate shifting industry trends. 

The brand’s focus on hybrids, carbon emissions reduction and fuel efficiency reinforces its strategy of delivering practical electrification solutions while maintaining market leadership into 2025 and beyond. 

Toyota’s ongoing ability to anticipate and adapt to consumer preferences remains a key factor in its continued dominance.

In related news, Toyota was recently named the world’s most valuable car brand for 2025 in Brand Finance’s latest report, further reinforcing its dominant market position.