Toyota Sales Dip
Toyota's Global Output and Sales Decline First Time in Two Years Amid China Weakness
Toyota's global sales and production both fell in the first half of 2025 — the first back-to-back decline in two years. According to WHTC, global sales for January through June dropped 2.9% year-on-year to just over 5 million vehicles, while production shrank 1.2% to under 4.9 million vehicles.
Two forces drove the slide: a sharp drop in Chinese demand and a model changeover for the RAV4, one of Toyota's best-selling SUVs. China, once a key growth market, saw sales plunge 17.1% — steep enough to cancel out gains made in North America and Japan.
China's Demand Drop Drags Down Global Numbers
China's 17.1% sales decline was the single biggest weight on Toyota's global numbers. The Chinese auto market has grown more competitive, with local electric vehicle brands taking a larger share. Toyota, which still leans heavily on gasoline-powered models there, has struggled to keep pace with shifting buyer preferences.
The damage was big enough to wipe out real growth elsewhere. North America and Japan both posted stronger demand in the first half. But those gains were not enough to offset what was lost in China, pushing Toyota's total global sales into negative territory for the first time since 2023.
RAV4 Changeover Adds Pressure on Production
Toyota is in the middle of updating its RAV4 SUV, one of its top-selling models worldwide. During a model changeover, factories slow or halt production of the old version before the new one ramps up. That transition cut into output numbers during the first six months of the year.
The timing made the first-half figures look worse than they might have otherwise. A new RAV4 could give Toyota a sales boost once it hits showrooms at full volume. But for now, the gap in production left a clear mark on the global totals.
June Sales Nearly Flat as Declines Begin to Stabilize
There was a small sign of stabilization by the end of the period. June global sales edged up just 0.1% compared to a year earlier. That is not growth to celebrate, but it does suggest the steepest part of the decline may be easing. Toyota's figures include results from its luxury brand Lexus.
North America and Japan Offer a Bright Spot
While China weighed heavily on results, Toyota's performance in North America and Japan pointed in the other direction. Both markets posted year-on-year sales gains in the first half. Strong demand in those regions kept the overall global decline from being much worse than the 2.9% drop that was recorded.
North America has been a reliable bright spot for Toyota in recent years, driven by demand for trucks and SUVs. Japan also benefited from pent-up demand and new model launches. Together, they cushioned the blow — but could not fully absorb China's sharp retreat.
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