Toyota is still the world’s top automaker, but with EV sales at just 1%, how long will it last?
Toyota maintained its title as the world’s top-selling automaker, with nearly 11 million vehicles sold in 2024. However, EV sales accounted for about 1% of Toyota’s global volume as it continued to lag the industry. With rivals like BYD and Hyundai closing in, how long can Toyota keep its spot at the top?
Toyota EV sales continued lagging in 2024 at only 1%
Toyota held onto the title for the fifth straight year after selling over 10.8 million vehicles in 2024. That includes its Daihatsu (compact cars), Hino (heavy-duty trucks and buses), and luxury Lexus brands.
Although it was enough to stay ahead of Volkswagen, which sold just over 9 million vehicles last year (-2.3% from 2023), Toyota’s global sales slipped for the first time in two years. The Japanese auto giant’s sales fell 3.7% from the roughly 11.2 million vehicles sold in 2023.
Toyota and Lexus brand sales were down 1.4% from 2023, at about 10.1 million units, also the first year-over-year decline in two years.
The lower total was mostly due to a 20% drop in domestic sales. Incorrect vehicle certifications caused Toyota to halt production of the popular Prius, Yaris Cross, and Corolla Fielder models.
Overseas sales helped offset the fallout with higher demand in North America and India. In other key markets, like China (-6.9%), Indonesia (-9.5%), and Thailand (-17.1%), Toyota said “the shift to new energy vehicles” and an “intensifying price competition” caused the lower sales total.
Despite hybrids reaching a record 40% share in 2024, Toyota’s EV sales lagged the industry. Last year, Toyota, including Lexus, sold just 139,892 pure EV models, accounting for just 1.4% of sales.
Volkswagen sold nearly 745,000 electric vehicles last year, or around 8% of sales, which is still on the lower end. And that’s down 3.4% from the 771,100 VW delivered in 2023.
While the two global auto leaders continue to lag in the shift to electric vehicles, others, such as BYD and Hyundai, are emerging as true global threats.
BYD outsold Nissan and Honda for the first time last year, with over 4.25 million passenger vehicles sold, up 41% from around 3 million in 2023. The Chinese EV leader surpassed Volkswagen in 2023 to become China’s largest car maker, and now it’s moving up the global ranks.
Hyundai Motor Group, the third top-selling automaker globally, sold over 7.2 million vehicles last year. Although sales were down 1% from 2023, Hyundai is closing the gap with Toyota and Volkswagen. The Hyundai and Kia brands both sold over 200,000 electric cars globally last year for an around.
Hyundai and Kia are launching several new EVs in key segments that are expected to see significant demand, including the three-row IONIQ 9 and low-cost Kia EV3 and Hyundai Inster SUVs.
Electrek’s Take
With new threats emerging, how long will Toyota hold onto the global sales lead? BYD is aggressively expanding overseas this year, with electric cars rolling out across nearly every segment, including entry-level pickup trucks, smart SUVs, luxury models, and electric supercars.
BYD sold more EVs in Japan than Toyota last year, its home market, and 2024 was BYD’s first full sales year in the country.
Hyundai is also preparing for a big year in 2025 with the updated 2025 IONIQ 5, IONIQ 9, and Inster EV arriving. Kia expects sales growth this year with the low-cost EV3 rolling out globally. Later this year, it will unveil the EV4, its highly anticipated entry-level electric sedan.
Meanwhile, Toyota continues delaying new EV launches and other major projects. Its long-awaited ultra-efficient EVs, expected next year, will not arrive until at least mid-2027.
With the industry moving toward all-electric vehicles, how long can Toyota delay the inevitable? As EV technology advances, hybrids will only be in style for much longer.
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We’ve got huge news in the 4X4 Ford world with the launch of the first-ever all electric Ford Bronco. Plus, we’ve got a new long-wheelbase Model Y from Tesla and a full-scale d*ck-measuring contest in the world of full self driving. All this and more on today’s episode of Quick Charge!
We’ve also got a $300 million investment from Uber into Tesla Robotaxi rivals Lucid and Nuro and a suitably rapid successor to Lancia’s legendary HF nameplate – that could be an ideal new-age Neon, if Stellantis grows the stones to bring it Stateside.
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Some of the best financing deals on EVs are offering 0% APR for up to 72 months, and if you combine that with an electric car eligible for the $7,500 federal tax credit, you get a pretty solid deal if you’re looking to buy.
However, the EV federal tax credit dies a premature, unnecessary death on September 30, 2025, thanks to the Republican-controlled Congress, so check out the best EV financing deals below that our friends at CarsDirect have surfaced.
2024 Acura ZDX – 0% APR For 72 Months + up to $10,000 cash
It’s not every day you can pair 0% APR for six years with up to $10,000 in savings, but that’s what’s on the table for the 2024 Acura ZDX through September 2.
For the A-Spec trim with all-wheel drive, buyers get $6,000 off the MSRP. Go with rear-wheel drive, and that drops to $3,500. The Type S also gets a $2,500 cut.
If you own an Acura or a competing brand, there’s an extra $4,000 loyalty or conquest cash offer in the mix.
Click here to find a local dealer that may have the Acura ZDX in stock. – trusted affiliate link
2025 Toyota bZ4X – 0% APR For 72 Months + $2,500 cash
In many regions, Toyota is offering 0% APR plus $2,500 in bonus cash on the 2025 bZ4X when you finance through Toyota Financial Services. That $2,500 is basically a rebate tied to Toyota’s promotional interest rate.
This offer wraps up August 4, so if the bZ4X is on your list, now’s a good time to make a move.
Click here to find a local dealer that may have the Toyota bZ4X in stock. – trusted affiliate link
The 2025 Subaru Solterra is sticking with its usual deep-discount playbook of 0% APR for 72 months through July 31. But there’s a lesser-known perk worth flagging.
According to a national dealer incentive bulletin, Subaru is also kicking in $2,500 in dealer cash. You can stack it with the 0% financing deal, but don’t expect it to be plastered all over ads – it’s a behind-the-scenes offer, so shopping around could pay off.
Click here to find a local dealer that may have the Subaru Solterra in stock. – trusted affiliate link
2025 Honda Prologue – 0% APR + $11,500 cash
Through September 2, Honda’s got one of the most generous EV deals around on the 2025 Prologue: 0% APR plus up to $11,500 in bonus cash.
Here’s how it breaks down if you finance through Honda Financial Services: $5,500 in cash off the top, a $3,500 loyalty or conquest bonus if you already drive a Honda (or are switching from a competitor), and another $2,500 on top of that. It’s all stackable. Plus, the 2024 Honda Prologue is eligible for a $7,500 federal tax credit on purchases.
The catch? You need to live in California or another ZEV state to get the full package. But even outside those areas, Honda’s still offering solid cash incentives that make the Prologue well worth a look.
Click here to find a local dealer with the Honda Prologue in stock. – trusted affiliate link
2025 Ford Mustang Mach-E – 0% APR + $0 Down + 0 payments for 90 days
Ford’s rolling out a “zero-zero-zero” deal on the 2025 Mustang Mach-E: You get 0% APR for 60 months, $0 down, and no payments for the first 90 days.
To sweeten the deal, Ford is throwing in a free home charger plus free installation. If you’re already set up with home charging or just not interested, you can opt for an extra $500 bonus instead.
For a popular EV like the Mach-E, this is one of Ford’s most aggressive financing offers in a while, especially with that no-payment cushion built in.
Click here to find a local dealer that may have the Ford Mustang Mach-E in stock. – trusted affiliate link
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Subaru today launched its compact AWD SUV at an event in New York City. With 300 miles of range, NACS charge port, a speedy 0-60 time of under 5 seconds, you could say that this is Subaru’s first modern EV, no offense to the rebadged Toyota BZ/Solterra…
The exterior looks a bit like a $100K Lotus Eletre with an off road flair. Uncharted will compete with Volvo’s EX30 Rivian’s R2S and other AWD EVs that might not be as rugged like the VW ID.4, Hyundai Kona and even the Chevy Equinox. Subaru’s lighting signature, shared with the 2026 Solterra and Trailseeker, along with its aggressive, rugged off-road styling will set it apart from the crowd.
It features new 18- or 20-inch wheel designs, as well as a high-contrast, available two-tone roof on Uncharted GT for enhanced curb appeal. At the rear, the sleek combination lamps, black badging, high beltline, and seamless rear design, complemented by a silver-painted lower rear fascia, add to the visual presence of the Uncharted. Low-profile roof rails on all-wheel-drive models add more options for carrying gear.
A NACS charge port with speeds up to 150 kW ensures convenient and fast charging options at more than 15,000 Tesla Supercharger stations nationwide. Even in cold weather conditions, the Uncharted can recharge its battery from 10% to 80% in nearly 30 minutes thanks to an onboard battery preconditioning system. At home, you can charge up to 11KW level 2 charging.
The interior is modern Subaru with rugged textile around a big 14-inch CarPlay/Android Auto screen experience (pictured below). There are 2 wireless phone chargers up front and 2 USB-C chargers in the rear.
All trim levels of the Subaru Uncharted are equipped with an All-Weather Package, including heated front seats, heated exterior mirrors, and windshield wiper de-icer; power rear gate; interior ambient lighting; and DriverFocus® Distraction Mitigation System. The Uncharted Sport adds X-MODE® Dual-Mode with Grip Control, heated steering wheel, StarTex® water-repellent upholstery, panoramic view monitor, and more. Uncharted GT will include a panoramic moonroof with motorized shade, 20-inch wheels, ventilated front seats, Harman Kardon® premium audio system, smart rearview mirror, and more.
The Uncharted battery is just under 75kWh, around the same size as a long range Tesla Model Y and it will get close to 300 miles in its FWD model (boo). Uncharted Sport and GT models are equipped with standard Subaru Symmetrical All-Wheel Drive with X-MODE, an anticipated range of up to 290 miles, and 338 horsepower which will appeal to more Subaru customers.
Full gallery below:
Electrek’s take
While Subaru maintains its close relationship with Toyota in EVs, and this is a C-HR rebadge, the Uncharted breaks some new ground. I love the NACS port, I love the range and the acceleration. Subaru’s fans might finally have an EV they can upgrade their ICE vehicle for.
That’s one thing that might be concerning for Subaru in the EV age: In ICE vehicles, Subaru makes one of the best, complicated AWD systems. However with EVs, AWD is almost table stakes at this point. Subaru will have to continue to innovate in the off road capable small SUV segment if it hopes to compete with all of the EV encombants. At this point, Subaru is a suspension and branding mod for Toyota.
The Uncharted certainly seems to be a good start.
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