TOYOTA Ranks Among Top 5 U.S. EV Brands, but Delays Production of 2027 HIGHLANDER BEV

TOYOTA is accelerating its entry into the U.S. battery-electric vehicle (BEV) market — according to the Q2 2026 Electric Vehicle Sales Report jointly released by Cox Automotive and Kelley Blue Book, TOYOTA has entered the top five U.S. EV-selling brands, capturing a 4.7% market share. This achievement stems from strong sales of its three currently available electric SUVs, including the 2026 model-year bZ series.

Data shows that TOYOTA sold 21,855 EVs in the U.S. during the first half of 2026 — up 136% year-on-year from 9,249 units in H1 2025. Of these, the 2026 bZ SUV accounted for 17,553 units, making it the fourth best-selling EV in the U.S., trailing only Tesla Model Y, Model 3, and Hyundai's IONIQ 5. Notably, this volume reflects sales of already-launched bZ models only — excluding the yet-to-be-delivered C-HR EV and bZ Woodland, both launched early in 2026 and contributing collectively to overall growth.

Despite this momentum, TOYOTA recently announced that production of the 2027 HIGHLANDER BEV (Highlander BEV), originally slated for launch at the end of 2026, will be delayed by at least two months. As TOYOTA's first three-row BEV SUV, the HIGHLANDER BEV was intended to succeed the current gasoline and hybrid HIGHLANDER models — but TOYOTA has now confirmed that the 2026 gasoline and hybrid HIGHLANDER variants will remain in production through December 2026 and may continue to be supplied into 2027.

TOYOTA officially attributes the delay to "final-stage engineering optimization," though industry analysts widely interpret it as a strategic move to extend the sales cycle of higher-margin gasoline and hybrid models. The postponement could potentially affect the concurrently platform-developed Lexus TZ and Subaru Getaway models, though this remains unconfirmed by official sources.

In terms of competition, Tesla maintained absolute dominance with a 52.3% market share despite an 11% year-on-year sales decline (242,100 units); Hyundai (5.8%), Chevrolet (6.1%), and Cadillac (4.7%) ranked second through fifth. Meanwhile, with new entrants — including the Rivian R2, Hyundai's IONIQ 9, Kia's EV9, and the all-new Tesla Model Y L (starting at $61,990) — entering the market, the continued delay of the HIGHLANDER BEV — originally positioned near the $50,000 segment — risks missing the critical window for three-row BEV SUVs.