- The Toyota Highlander sold 53,156 fewer units in H1 2024 compared to last year.
- Overall, Toyota’s US sales increased by 14.7% in the first half of 2024.
- The good results are largely attributed to the 71.8% increase in the sale of Toyota’s electrified range.
Toyota’s sales figures for the first half of 2024 were up by 14.7 percent compared to last year, spearheaded by the growing popularity of its electrified vehicle range. A notable exception was the Highlander which saw its sales drop by 46.9 percent in H1 2024, with Toyota relying on the success of the longer Grand Highlander to stay on track.
The Highlander recorded 60,108 sales so far in 2024 compared to the 113,264 units in the same period last year (-53,156 units). However, 55,382 units of the Grand Highlander filled the gap, hinting that a significant portion of prospective buyers are being attracted by the larger of the two models.
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In total Toyota sold 1,019,436 vehicles in the first half of the year, including 522,827 SUVs (+28.6%), 315,850 cars (+13.6%), and 147,891 pickups (-16.2%). Note that these numbers exclude the sales of Lexus, which enjoyed a record-breaking first half in the US market.
The good results are largely attributed to the sales of electrified vehicles, which saw a 71.8 percent increase in H1 2024. Hybrids, PHEVs, FCEVs, and EVs, collectively represent a 38.6 percent of Toyota’s overall sales volume in the first half of the year, leaving the remaining percentage to gasoline-powered models.
Toyota Grand Highlander
According to the company, the H1 2024 was the most successful first half in terms of sales for several models including the bZ4X, GR86, Camry HEV, Corolla HEV, Crown, Corolla Cross, Grand Highlander, RAV4 HEV/PHEV, Sequoia, and Tundra.
On the other end of the spectrum, the hydrogen-powered Mirai recorded a massive 85.8 percent drop, with only 245 sales in the first six months of 2024, making it the slowest-selling Toyota model in the US.
Jack Hollis, executive vice president, Sales, Toyota Motor North America, said: “The first half of 2024 surpassed our high expectations thanks to our teams’ continued focus on customers with even more great products, including electrified vehicles.