Tacoma’s Sales Surge Leaves Lexus in the Dust
The Toyota Tacoma is having a record-breaking 2025, nearly doubling last year’s sales and outselling every Lexus electrified model combined. In a year when many automakers are struggling, Toyota’s midsize truck is defying the trend, riding a wave of demand fueled by its new 4th-generation design and a loyal fan base.
Through June, Tacoma sales hit 145,155 units, up a staggering 88% from 2024. This includes over 14,000 hybrid Tacomas, a huge leap from just 217 last year.
Why Tacoma Sales Are Exploding
Part of the Tacoma’s success comes from its all-new trim lineup—11 in total—ranging from the $33,790 SR to the $64,435 TRD Pro. Buyers who delayed purchases in 2024 now have their pick of configurations, fueling pent-up demand.
And in today’s uncertain economy, many see the Tacoma as a safer bet than riskier investments. Trucks like the Tacoma hold their value, and in the U.S., reliability still rules.
Lexus Electrified Models Struggle to Keep Up
While Tacoma sales skyrocket, Lexus’s electrified lineup—including hybrids, plug-in hybrids, and EVs—posted 67,998 sales through June. That’s a 12.8% gain over 2024, but still less than half Tacoma’s total.
Top sellers for Lexus include the RX Hybrid (21,507) and NX Hybrid (15,450), yet none come close to Tacoma’s market dominance. By comparison, Toyota’s full electrified lineup, including hybrids and EVs, sold 541,709 units—eight times more than Lexus’s.
Trucks Still Dominate the Market
The Tacoma isn’t just beating Lexus—it’s crushing its segment rivals. Chevy sells only one Colorado for every three Tacomas sold, and Ford’s revived Ranger, despite doubling sales, still trails far behind.
Through June, the Tacoma alone accounted for about half of all midsize truck sales in the U.S., underscoring just how commanding its position is.
Why Hybrid Tacoma Sales Are Still Modest
Interestingly, only about 10% of Tacomas sold are hybrids. The reason? Toyota limits the hybrid powertrain to pricier trims like the TRD Sport and Trailhunter. With starting prices above $46,000, many buyers opt for the lower-cost gas models instead.
This strategy mirrors Toyota’s careful, incremental approach. The company could push hybrid Tacoma sales higher, but for now, it’s keeping its focus on balancing demand across its massive lineup.
What This Means for Toyota’s Future
While the RAV4 still outsells the Tacoma by a wide margin, Toyota’s truck strategy is paying off. The brand now dominates both the crossover and midsize truck markets.
As Ford prepares to launch an electric pickup, industry watchers wonder if Toyota will follow suit. Given the company’s track record, a Tacoma EV might be closer than we think.
Stay tuned to Maple Wire for more updates on Toyota’s market moves and the evolving truck landscape.
