Toyota has once again underlined its dominance of the Australian automotive market, securing its 23rd consecutive year as the nation’s top-selling brand in 2025.
This was led by strong demand for its SUVs, passenger cars and the ever-popular HiLux ute.
Toyota extends record-breaking reign Toyota sold 239,863 vehicles in 2025, marking the company’s second-highest sales result in Australia and exceeding its publicly stated annual target by nine per cent.
The performance translated to a commanding 19.3 per cent market share, meaning almost one in every five new vehicles sold in Australia last year wore a Toyota badge.
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The breadth of the brand’s appeal was reflected across multiple segments, with eight Toyota models leading their respective categories, including Corolla, Camry, RAV4, LandCruiser wagon and HiLux 4×2 ute.
“For more than six decades Toyota has been part of Australia’s story, with over eight million vehicles delivered to customers across the nation. This legacy is built on our reputation for quality, durability and reliability,” Toyota Motor Corporation Australia President and CEO Matthew Callachor said.
HiLux: a cornerstone of Toyota’s success
A major contributor to Toyota’s continued success was the HiLux, which remains one of the most recognisable and trusted vehicles on Australian roads. The introduction of the ninth-generation HiLux in 2025 reinforced its enduring popularity, with total sales reaching 51,297 units by year’s end.
“In 2025, we celebrated the launch of the ninth-generation HiLux – a vehicle that continues its impressive popularity in Australia,” Mr Callachor said. Looking ahead, Toyota has flagged an expanded future for the iconic ute. “In 2026, we will introduce the first-ever battery electric HiLux, followed by a fuel-cell electric variant in 2028,” he said.
RAV4 and Corolla drive volume
Toyota’s best-selling vehicle in 2025 was the RAV4, with 51,947 sales, making it the second-best-selling vehicle overall in the Australian market.
The RAV4 also retained its crown as Australia’s number one SUV for the sixth consecutive year, buoyed by record hybrid demand. “Our RAV4 remains Australia’s most popular SUV, a testament to its versatility and appeal,” Mr Callachor said, noting that a next-generation RAV4, including a plug-in hybrid option, is due in 2026. The Corolla also continued to play a key role, finishing 2025 as Australia’s top-selling passenger vehicle with 18,968 sales.
Hybrids, trust and a nationwide network
Hybrid technology remained central to Toyota’s market leadership, with 48.6 per cent of all Toyota vehicles sold in 2025 featuring hybrid powertrains.
The brand’s extensive dealer, service and parts network — the largest in Australia — further strengthened customer confidence, contributing to Toyota being named the nation’s most trusted automotive brand by Roy Morgan.
“These milestones reinforce our commitment to a multi-pathway strategy, ensuring Australians have access to the right technologies for today and tomorrow,” Mr Callachor said.
“2025 was another successful year, made possible by the dedication of our employees, dealers, suppliers and customers.”