Toyota Posts Best-Ever Light Truck Sales in January

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Toyota 4Runner

While other automakers struggle to break even, Toyota is killing it. And trucks are leading the way.

Sales for pretty much every automotive manufacturer remained sluggish in January. Well, unless you’re Toyota. TMC reported a 17% increase in volume-based sales for the first month of 2018, and even an equally impressive 16.8% increase here in North America. So how, exactly, is Toyota managing to post double digit increases while everyone else struggles to break even? One word – trucks.

“We are off to a great start with strong customer demand for light trucks, including RAV4, Highlander and 4Runner, setting best-ever records for January,” said Jack Hollis, group vice president and general manager, Toyota division. “Toyota trucks and SUVs delivered strong growth in January, continuing a trend we saw for the brand in 2017.”

Toyota Highlander

Leading the way were a trio of trucks posting impressive gains – Tacoma (34%), Highlander (22%), and RAV4 (20%). Combined, Toyota light-truck sales reached 89,837 units – a January record. A total of 56,933 SUVs dominate that lofty number.

The RAV4 remains Toyota’s best-selling SUV, moving 26,655 units to set a new January record for the model. Highlander sales also set a monthly record at 15,484 units, and 4Runner achieved a best-ever monthly increase of 11.2 percent.

Toyota Tacoma

Perhaps overshadowed by the incredible success of the mid-size Tacoma, we can’t ignore the Tundra, however. Despite the fact that we’re long overdue for a refresh on Toyota’s full-size pickup, January saw the brand move 7,644 units – a healthy 15.3% increase.

Obviously, every brand is experiencing a surge in truck and SUV sales. But while other automakers continue to struggle to break even, Toyota is experiencing record gains across the board. That certainly bodes well for the future. Especially with a host of new and exciting products in the pipeline!



Brett Foote has been covering the automotive industry for over five years and is a longtime contributor to Internet Brands’ Auto Group sites, including Chevrolet Forum, Rennlist, and Ford Truck Enthusiasts, among other popular sites.

He has been an automotive enthusiast since the day he came into this world and rode home from the hospital in a first-gen Mustang, and he's been wrenching on them nearly as long.

In addition to his expertise writing about cars, trucks, motorcycles, and every other type of automobile, Brett had spent several years running parts for local auto dealerships.

You can follow along with his builds and various automotive shenanigans on Instagram: @bfoote.

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