One Toyota SUV just quadrupled its sales, despite the brand faltering in Q1


Toyota’s first quarter of 2026 has been anything but straightforward. A turbulent auto market, softer March demand, and internal production constraints have all weighed on the brand’s momentum, leaving overall U.S. sales essentially flat for the quarter and down noticeably year over year in March.

Yet amid that uneven backdrop, one SUV is doing the exact opposite. The Toyota 4Runner has emerged as a major bright spot, posting explosive growth while several volume models struggled with inventory and transition issues. Its surge comes at a crucial time, helping offset weakness elsewhere in the lineup as Toyota works through production setbacks and a volatile market environment.

For Toyota, the 4Runner’s breakout performance highlights how strong product identity can still cut through market turbulence. Even as the broader brand navigates headwinds, a handful of standout models are helping steady the ship, and none more dramatically than this rugged SUV.

In order to give you the most up-to-date and accurate information possible, the data used to compile this article was sourced from Toyota websites and other authoritative sources.

Close-up shot of the Kia badging on the trunk lid of a yellow 2026 Kia K4 Hatchback.


Kia just had its best first quarter ever—but its EV momentum is fading

Record sales can’t hide the slowdown in one crucial segment.

Toyota has not been immune to the turbulence in the auto industry

Sales have dipped as we move into march

Static front 3/4 shot of a red 2026 Toyota RAV4 HEV XLE Premium. Credit: Toyota

A lot is going on around the world, and much of it has had a rough effect on the automotive industry. From tariffs to hiking gas prices, selling cars in 2026 has not proved to be a straightforward effort. Even one of the largest automakers in the country has struggled, with Toyota actually posting losses in the first quarter of the year.

Toyota 2026 Q1 sales figures

March 2025 (MTD)

March 2026 (MTD)

Change %

March 2025 (YTD)

March 2026 (YTD)

Change %

196,241

182,606

-6.9%

487,227

488,468

0.3%

Toyota was actually on trend to make some decent gains at the end of Q1, with strong January and February figures. However, the brand didn’t quite have the best March. While a decrease in sales of seven percent compared to March of last year doesn’t seem massive, it equates to about 15,635 fewer units sold, which is quite a lot when you’re looking at the bottom line. Despite this, they managed to still post a very small gain for Q1 2026 compared to Q1 2025 thanks to their strong start to the year.

Toyota’s biggest losses (YTD)

  • Toyota RAV4: 55,533 fewer units sold this year
  • Toyota Land Cruiser: 7,333 fewer units sold this year
  • Toyota Prius: 6,916 fewer units sold this year

Toyota’s losses are actually pretty surprising. While a lot of the brand’s lineup managed to stay stable, it was some of their most popular vehicles that faltered. The dip in RAV4 sales is perhaps the most surprising, with the popular SUV just entering a new generation. The Japanese brand claims that severely constrained production played a large part in these low figures.

A number of 2025 Subaru Foresters lineup up outside a farm house


Subaru’s Q1 sales shock: One winner, lots of red ink everywhere else

A single standout is keeping the sales story from looking even worse.

Among the losses, sales of the 4Runner skyrocketed

Where some of Toyota’s more popular models haven’t quite had the first quarter the brand expected, one of their other models has seen an absolute surge in popularity. The mid-size 4Runner has had a phenomenal start to the year, posting sales figures that are almost hard to believe.

4Runner 2026 Q1 sales

March 2025 (MTD)

March 2026 (MTD)

Change %

March 2025 (YTD)

March 2026 (YTD)

Change %

6,980

12,380

77.4%

8,435

33,244

294.1%

The 4Runner has had the opposite experience to the RAV4 this quarter. While production had to be shuffled around to accommodate the redesigned RAV4, the new 4Runner has been out for around a year, meaning that orders are being fulfilled and production is in full swing. Pair this with the fact that the updated 4Runner was one of the most anticipated new vehicles last year, and it makes sense that its sales are surging.

Compared to the first quarter of 2025, the 4Runner has essentially quadrupled its sales figures. Even with the above in mind, that is a pretty massive increase. There is a clear desire among the population for simple and dependable vehicles that will get you where you’re going without any issues. That has always been the reputation of the rugged 4Runner, and the new generation has simply made the nameplate feel more modern and versatile.

Static side profile shot of a red 2026 Mazda CX-5.


The SUV that quietly matches Lexus in owner satisfaction

This Japanese SUV shows you can get Lexus-level satisfaction without the luxury price tag.

The 4Runner wasn’t the only win for Toyota this quarter

Two SUVs have managed to see some growth

Static front-end shot of a gray 2026 Toyota Grand Highlander. Credit: Toyota

While Toyota didn’t have the quarter they were probably hoping for, there is something to be said about staying stable. While they incurred some pretty big losses, production will likely catch up with demand at some point and even things out. On top of this, there were other wins besides the 4Runner which helped to even out the losses.

Toyota’s biggest winners (YTD)

  • Toyota Grand Highlander: 8,888 more units sold this year
  • Toyota Corolla: 7,118 more units sold this year
  • Toyota bZ: 4,419 more units sold this year
  • Toyota Highlander: 3,766 more units sold this year

Compared to Q1 2025, the above models saw a relatively large increase in sales. The biggest winners for the brand come in the form of the Corolla and the Grand Highlander. The Corolla sells in massive numbers, and its 13 percent increase this year resulted in thousands more units sold, with a total of 62,574 units moved this quarter. Toyota sold 34,607 units of the Grand Highlander this quarter, representing a 34 percent increase.

The Highlander continues to grow steadily, which is particularly impressive given the Grand Highlander has clearly cannibalized some sales. The bZ also impressed, with the electric SUV essentially doubling its sales from last year.


The new 4Runner helped stabilize Toyota’s first quarter

The fact that production of models like the new RAV4 was so heavily impacted meant that Toyota could have been in a bit of trouble this quarter. The SUV is their most popular model by far, and represents a large portion of their sales. However, the fact that models like the 4Runner saw such a massive influx of sales meant that the brand was able to keep things stable, and that stability is not something to be taken for granted in this market.



Source link

Leave a Reply

Subscribe to Our Newsletter

Get our latest articles delivered straight to your inbox. No spam, we promise.

Recent Reviews


The Samsung Keyboard supports glide typing, voice dictation, multiple languages, and deep customization through Good Lock. On paper, it’s a very capable and perfectly functional keyboard. However, it’s only when I started using it that I realized great features don’t necessarily translate to a great user experience. Here’s every problem I faced with the Samsung Keyboard, and why I’m permanently sticking with Gboard as my main Android keyboard.

I have been using Gboard and the Samsung Keyboard on a recently bought Galaxy S24, which I got at a massive discount.

Google’s voice typing doesn’t cut me off mid-sentence

Fewer corrections, fewer cutoffs, faster dictation

I might be a professional writer, but I hate typing—whether it’s on a physical keyboard or a virtual one. I type slower than I think, which I suspect is true for most people. That becomes a problem when I have multiple ideas in my head and need to get them down fast. It’s happened far too often: I start typing one idea and forget the other. Since jacking my brain into a computer isn’t an option (yet), I’ve been leaning more and more on voice typing as the fastest way to capture my thoughts.

Now, both Samsung Keyboard and Gboard support voice typing, but I’ve noticed that Gboard with Google’s voice engine is just better at transcription accuracy. It picks up on accents flawlessly and manages to output the right words. In my experience, it also seems to have a more up-to-date dictionary. When I mention a proper noun—something recently trending like a video game or a movie name—Samsung’s voice typing fails to catch it, but Google nails it.

That said, you can choose Google as your preferred voice typing engine inside Samsung Keyboard, but it’s a buggy experience. I’ve noticed that the transcription gets cut off while I’m in the middle of talking—even when I haven’t taken a long pause. This can be a real problem when I’m transcribing hands-free.

Gboard offers a more accurate glide typing experience

Google accurately maps my swipe gestures to the right words

Voice typing isn’t always possible, especially when you’re in a crowded place and want to be respectful (or secretive). At times like these, I settle for glide (or swipe) typing. It’s generally much faster than tapping on the keyboard—provided the prediction engine maps your gestures to the right word. If it doesn’t, you have to delete that word, draw that gesture again, or worse—type it out manually.

Now, both Samsung Keyboard and Gboard support glide typing, but I’ve noticed Gboard is far more accurate. That said, when I researched this online, I found a 50-50 divide—some people say Gboard is more accurate, others say Samsung is. I do have a theory on why this happens.

Before my Galaxy S24, I used a Pixel 6a, before that a Xiaomi, and before that a Nokia 6.1 Plus. All of my past smartphones came with Gboard by default. I believe Gboard learned my typing patterns over time—what word correlates to what gesture, which corrections I accept, and which ones I reject. After a decade of building up that prediction model, Gboard knows what I mean when my thumb traces a particular shape. Samsung Keyboard, on the other hand, is starting from zero on this Galaxy S24—leading to all the prediction errors. At least that’s my working theory.

There’s also the argument for muscle memory. While glide typing, you need to hit all the correct keycaps for the prediction engine to work. If you’re even off by a slight amount, the prediction model might think you meant to hit “S” instead of “W.” Now, because of my years of typing on Gboard, it’s likely that my muscle memory is optimized for its specific layout and has trouble adapting to Samsung’s.

Swiping vs typing.


Is Swiping Really Faster Than Typing on a Phone Keyboard?

Which typing method reigns supreme?

I mix three languages in one message, and Gboard just gets it

Predictive multilingual typing doesn’t get any better than this

I’m trilingual—I speak English, Hindi, and Bengali. When I’m messaging my friends and family, we’re basically code-mixing—jumping between languages in the same sentence using the Latin alphabet. Now, my friends and I have noticed that Gboard handles code-mixing much more seamlessly than Samsung Keyboard.

If you just have the English dictionary enabled, neither keyboard can guess that you’re trying to transliterate a different language into English. It’ll always try to autocorrect everything, which breaks the flow. The only way to fix this is by downloading a transliteration dictionary like Hinglish (Hindi + English) or Bangla (Latin). Both Samsung Keyboard and Gboard support these dictionaries, but the problem with Samsung Keyboard is that it can only use one dictionary at a time.

Let’s say I’m writing something in Latinized Bangla and suddenly drop a Hindi phrase. Samsung Keyboard will attempt to autocorrect those Hindi words. Gboard is more context-aware. Since my Hinglish keyboard is already installed, I don’t have to manually switch to it. Gboard can detect that I’m using a Hindi word even with the English or Bangla keyboard enabled, and it won’t try to autocorrect what I’m writing. This also works flawlessly with glide typing, which is a huge quality-of-life improvement over Samsung Keyboard.

This isn’t just an India-specific thing either. Code-mixing is how billions of people type every day—Spanglish in the US, Taglish in the Philippines, Franglais across parts of Europe and Africa.

Gboard looks good without me spending an hour on it

I don’t have time for manual customization

Samsung Keyboard is hands down the more customizable option, especially if you combine it with the Keys Cafe module inside Good Lock. You get granular control over almost every aspect of the keyboard—key colors, keycaps, gesture animations, and a whole lot more. While for some users, this is heaven, I just find it too overcomplicated and a massive time sink.

I don’t have the patience to sit and adjust every visual detail of my keyboard. Sure, it gets stale after a while, and you’d want to freshen it up, but I don’t want to spend the better part of an hour tweaking a virtual keyboard. This is where Gboard wins (at least for me) by doing less.

Android 16 brings Material 3 Expressive, which automatically themes your system apps using your wallpaper’s color scheme. With Gboard, all you have to do is change the wallpaper, and the keyboard updates to match—no Good Lock, no manual color picking. It’s a cleaner, more seamless way to keep your phone looking good without putting in the extra legwork.


The keyboard you don’t think about is the one that’s working

I didn’t switch to Gboard because Samsung Keyboard was broken. I switched because Gboard made typing feel effortless. If you’re a Samsung user who’s never tried it, it’s a free download and a five-second switch. You might not go back either.

Pixel 7 with the 8vim keyboard.


I Tried the Weirdest Android Keyboards So You Don’t Have To

Can strange layouts and gestures beat the good old-fashioned QWERTY?



Source link