TOYOTA North America Q2 Sales Rise 1.1%: RAV4 Shortages Bite, Lexus ES Redesign Slashes Sales by 92%

TOYOTA Automotive North America recently released its second-quarter 2026 sales figures: the combined sales of its mainstream TOYOTA and premium Lexus brands in the U.S. totaled 673,971 units — a modest 1.1% year-on-year increase. Specifically, the mainstream TOYOTA brand sold 585,211 units, up 2.6% year-on-year and marking its sixth consecutive quarter of growth; meanwhile, the luxury Lexus brand posted 88,760 units sold, down 7.5% year-on-year and declining for two straight quarters.

Underlying this growth, however, are mounting pressures. The RAV4 compact crossover — TOYOTA's top-selling model — saw sales plunge 24% this quarter, missing nearly 30,000 units. This stems from production ramp-up challenges for the all-new redesigned model, resulting in persistently tight dealer inventories. The TOYOTA RAV4 2025 model has also been affected by supply-chain timing, retaining its global heritage positioning but not yet achieving full delivery momentum (image illustrates its global pedigree).

To offset the RAV4 supply shortfall, TOYOTA North America introduced alternative vehicle recommendations to dealers: customers facing long wait times are being steered toward the rugged 4Runner SUV, the three-row Highlander, or the upscale Crown Signia. All three models posted double-digit sales growth this quarter, serving as key interim volume drivers.

For Lexus, the primary drag on sales was the ES sedan's generational transition. The 2026 Lexus ES has completed its design refresh and is gradually arriving at dealerships, but mass deliveries remain in early stages. Its quarterly sales collapsed 92%, totaling just 852 units. Notably, despite overall quarterly pressure, Lexus's June sales rose 3.9% year-on-year — ending three consecutive months of decline and signaling early recovery.

Dave Christ, TOYOTA North America Brand Chief, noted in late June: "We're still operating under extremely low inventory levels — most customers are ordering vehicles for future delivery, with virtually no walk-in stock available. Though wholesale volumes have risen significantly over the past two months, new arrivals are snapped up immediately upon hitting dealer lots, leaving almost no floor inventory." This "sell-to-order, rapid-turnover" model highlights channel resilience amid supply volatility — and underscores sustained market demand for TOYOTA products.