Toyota Year End Report Indicates Steep Decline in Supra Sales
While its electric vehicles, including the Prius, saw an increase.
Toyota Motor North America (TMNA) has shared its sales stats for 2023 — with a total of 2,248,477 vehicles sold, the company saw a 6.6% increase in sales volume compared to the previous year. This growth is further highlighted by a 7.0% increase on a daily selling rate basis.
The fourth quarter of 2023 proved particularly successful for Toyota, with sales reaching 619,661 vehicles, marking a 15.4% volume increase. in December alone, sales jumped by a significant 25.5% in volume.
A key driver of this growth has been Toyota’s focus on electrified vehicles, including battery, hybrids, plug-ins and fuel cell-powered models. These vehicles saw a 30% surge in sales, accounting for nearly one-third of the company’s total sales volume. Toyota now offers 26 electrified vehicle options, notably, more than any other automaker at the time of writing, with plans to expand this range in 2024.
Notably, the Supra saw over a 46% decrease in year-to-year sales, coming in at just 2,652 vehicles sold compared to 4,952 the previous year. On the other end of the spectrum, the Prius saw an increase of 3% with over 38,000 vehicles sold.
The automaker also witnessed all-time high sales for several other models, including the GR Corolla, Corolla Hybrid and RAV4 Hybrid. The Camry retained its position as America’s leading passenger car for the 22nd consecutive year, while the RAV4 continued as the best-selling SUV for the eighth year in a row.
Speaking on the brand’s success this year, Jack Hollis, the executive vice president of sales at TMNA said “Toyota’s multi-pathway approach to electrification accelerated in 2023 with even more vehicle choices to meet our customer’s lifestyle and budget,” adding “Our teams are busy preparing for an outstanding 2024 to bring 22 new, refreshed or special edition vehicles to showrooms, including sedans and more electrified options to satisfy strong customer demand. By the end of 2025, we plan to have an electrified option available for every Toyota and Lexus vehicle in the U.S.”
