In full-year 2024, Toyota and Lexus sales worldwide were lower with the USA, China, and Japan being the largest global single-country car markets.
2024 (January to December): Global vehicle sales of the Toyota Motor Corporation contracted by 3.7% worldwide due to weaker sales in Japan, while sales outside Japan expanded for the fourth consecutive year. Toyota brand and Lexus sales were similarly 1.4% lower worldwide, but sales outside Japan increased to a record 8.7 million cars. Daihatsu sales were sharply down, while Hino sales were also weaker. The largest country markets for Toyota cars were again the USA, China, and Japan.
Worldwide Sales by Toyota Group Brand in 2024 (Full Year)
The global sales worldwide by the various Toyota Group brands in 2024 were as follows:
| BRAND | 2023 | 2024 | % 24/23 |
| TOTAL TOYOTA MOTOR | |||
| Worldwide | 11,233,039 | 10,821,480 | -3.7 |
| Japan | 2,304,809 | 1,850,263 | -19.7 |
| Excl. Japan | 8,928,230 | 8,971,217 | 0.5 |
| Toyota & Lexus | |||
| Worldwide | 10,307,395 | 10,159,336 | -1.4 |
| Japan | 1,672,970 | 1,441,842 | -13.8 |
| Excl. Japan | 8,634,425 | 8,717,494 | 1 |
| Daihatsu | |||
| Worldwide | 790,441 | 536,588 | -32.1 |
| Japan | 595,322 | 367,348 | -38.3 |
| Excl. Japan | 195,119 | 169,240 | -13.3 |
| Hino | |||
| Worldwide | 135,203 | 125,556 | -7.1 |
| Japan | 36,517 | 41,073 | 12.5 |
| Excl. Japan | 98,686 | 84,483 | -14.4 |
Lower global sales for the Toyota Motor Corporation were largely due to a very weak performance by Daihatsu following a test and certification issue scandal that affected sales in especially Japan. Even the Toyota brand had sales down by 14% in Japan in 2024.
Toyota and Lexus sales worldwide, excluding Japan, set a new record of 8,717,494 sales in 2024.
Toyota and Lexus Worldwide Sales by Country or Region in 2024 (Full Year)
Car sales of Toyota and Lexus passenger vehicles by global market region and major countries in 2024 were as follows:
| Region | Country | Sales 2023 | Sales 2024 | % Change |
| Worldwide sales | 10,307,395 | 10,159,336 | -1.4 | |
| Sales outside of Japan | 8,634,425 | 8,717,494 | 1 | |
| North America | 2,617,033 | 2,729,987 | 4.3 | |
| U.S. (incl. Hawaii) | 2,248,477 | 2,332,623 | 3.7 | |
| Canada | 227,460 | 238,933 | 5 | |
| Mexico | 106,794 | 124,687 | 16.8 | |
| Other | 34,302 | 33,744 | -1.6 | |
| Latin America | 478,796 | 487,653 | 1.8 | |
| Brazil | 194,412 | 200,495 | 3.1 | |
| Argentina | 87,439 | 89,925 | 2.8 | |
| Other | 196,945 | 197,233 | 0.1 | |
| Europe | 1,122,735 | 1,166,325 | 3.6 | |
| U.K. | 147,010 | 132,913 | -9.6 | |
| Russia | 435 | 20 | -95.4 | |
| France | 133,267 | 145,011 | 8.8 | |
| Italy | 115,904 | 131,830 | 13.7 | |
| Germany | 90,101 | 105,155 | 16.7 | |
| Spain | 97,545 | 103,627 | 6.2 | |
| Other | 538,473 | 547,769 | 1.1 | |
| Asia | 3,318,504 | 3,214,633 | -3.1 | |
| China (incl. Hong Kong) | 1,907,587 | 1,775,995 | -6.9 | |
| Indonesia | 327,675 | 296,546 | -9.5 | |
| Thailand | 265,949 | 220,356 | -17.1 | |
| Philippines | 200,031 | 218,019 | 9 | |
| Taiwan | 158,430 | 155,390 | -1.9 | |
| Malaysia | 108,107 | 102,317 | -5.4 | |
| Pakistan | 20,625 | 26,434 | 28.2 | |
| Vietnam | 59,207 | 68,128 | 15.1 | |
| Republic of Korea | 22,069 | 23,694 | 7.4 | |
| India | 222,069 | 300,212 | 35.2 | |
| Other | 26,755 | 27,542 | 2.9 | |
| Japan | 1,672,970 | 1,441,842 | -13.8 | |
| Oceania | 277,939 | 298,480 | 7.4 | |
| Australia | 230,439 | 254,935 | 10.6 | |
| Other | 47,500 | 43,545 | -8.3 | |
| Middle East | 568,257 | 586,542 | 3.2 | |
| GCC | 448,799 | 452,769 | 0.9 | |
| Other | 119,458 | 133,773 | 12 | |
| Africa | 251,161 | 233,874 | -5.6 | |
| South Africa | 139,283 | 125,320 | -10 | |
| Other | 111,878 | 108,554 | 0 | |
Although Toyota and Lexus global car sales were 1.4% weaker in 2024, sales worldwide outside Japan increased by 1% to a new record high. Record sales were achieved in the USA, which remained the most important global car market for Japan. Toyota sales also increased in Latin America, North America, and Europe.
China was again the second-largest country market for Toyota in 2024 despite weaker sales. Toyota was caught off guard by the swift move towards all-electric cars in China.
Most of the damage for Toyota in 2024 was done in Japan, where regulation and certification issues, as well as the suspension of production of the Prius, damaged the image of the brand and led to a sharp contraction in sales.
Global Worldwide Car Sales by Brand in 2024 (Full Year)
- → Global Worldwide Car sales by Brand in 2024, 2023, 2022, 2021, 2020
- → USA Car Sales by Brand in 2024, 2023, 2022, 2021, 2020, 2019, and 2018
Global worldwide sales by brand in 2024:
- Alpine
- Audi
- BMW
- BYD
- Cupra (Seat)
- Lexus
- Mazda
- Mercedes-Benz
- Mini (BMW)
- Nissan
- Porsche
- Renault Group
- Rolls-Royce (BMW)
- Seat
- Skoda
- Tesla
- Toyota (incl. Daihatsu, Hino, Lexus)
- Volkswagen Group
- Volkswagen Group Electric Cars
- Volvo
*NOTE: Car sales as reported by the respective car brands. “Sales” often refers to deliveries rather than sales and final registrations by the end consumer. Definitions may vary.
