Toyota sets annual sales record in Australia: VFACTS 2024

01/05/2025 07:51 PM

Toyota has set another milestone in Australia with the latest new-car sales data revealing it overtook its all-time annual record in 2024.

VFACTS new-car sales data released this week shows Toyota delivered 241,296 vehicles between January and December 2024 – for an average of more than 20,000 per month – a 12 per cent increase over 2023.

By the end of November, the brand had already reported more vehicles as sold in 2024 than it did in 2023 when it recorded 215,240 deliveries for the entire year.

MORE: Australian new-car sales in 2024 – Annual record barely broken despite drop in demand

In 2008, Toyota reported 238,983 vehicles as sold – a record for the brand – with 2313more new cars delivered in 2024 compared to 2008 to set a new benchmark for the brand itself but also for any manufacturer.

Toyota did not sell fewer than 17,900 vehicles in a single month in 2024, with the lowest result recorded in January (17,903) and the highest in May (23,389).

This makes Toyota Australia’s top-selling new-vehicle brand for the 22nd year in a row, ahead of Ford, Mazda, Kia and Mitsubishi.

MORE: Toyota Australia set to smash all-time sales record

Toyota Australia sales and marketing boss Sean Hanley said 2024 was an extraordinary year for the brand, and thanked the loyalty of its customers and efforts of its employees, dealers and suppliers.

“With the support of our global production teams, we were able to substantially increase the supply of vehicles for Australian customers in 2024 and dramatically reduce wait times across most of our model line-up.”

Toyota set a new benchmark set for hybrid sales in Australia – delivering more than 100,000 for the first time, up 64 per cent over 2023 with a 118,081 total – while sales of the Toyota RAV4 mid-size SUV almost doubled.

“Australians are tightening their belts across the board and, with petrol prices hovering at about $2 a litre, hybrids are an attractive proposition,” Hanley said.

If Toyota hybrids were counted as separate brand, both the non-hybrid and hybrid divisions would have each sold more vehicles than any other brand in Australia.

The RAV4 mid-size SUV was responsible for most of the brand's overall growth in 2024, with deliveries up 98 per cent year-on-year – or more than 29,000 vehicles for a 58,718 total – as supply caught up with demand for the popular, now-hybrid-only family car.

Other models with recorded growth in 2024 include the HiAce van (up 57 per cent), new-generation Camry sedan (up 46 per cent), Yaris Cross city SUV (up 26 per cent), Corolla hatch and sedan (up 20 per cent), Corolla Cross small SUV (up 13 per cent), Yaris hatch (up 8 per cent), and LandCruiser (up 3 per cent).

The RAV4 was Australia's second-best-selling vehicle and the most-popular mid-size SUV – far ahead of the second-place Mitsubishi Outlander – last year, while the Corolla, Camry, LandCruiser 300/78/76 Series wagons, HiAce van, HiAce Commuter bus, and Coaster also led their respective segments.

Up to 27,000 examples of the new-generation Toyota LandCruiser Prado are due to arrive in Australia over the next 12 months, with 3590 of these vehicles delivered in November 2024 to make it Australia's third-best-selling vehicle for the month and setting a sales record for the nameplate.

MORE: Toyota Prado snatches Top Three sales position, beats HiLux after new model's launch

It followed a prolonged run-out for the Prado 150 Series, which saw dealer stock of the outgoing off-road SUV run dry before the launch of the new 250 Series in November.

The Prado 250 Series already outsold its predecessor in 2024, with 3525 Prados delivered between January and October 2024 compared to 6277 Prados in November and December 2024 alone.

HiLux sales fell 12.5 per cent to 53,499 in 2024 – from 61,111 the year prior – making it the nation’s third-best-selling car behind the Ford Ranger (62,593) and RAV4 (58,718) – while the Kluger large SUV dropped 5 per cent to 9868, down from 10,430.

The HiLux was the top-selling vehicle in the Northern Territory to continue a 24-year streak, Queensland for the 18th year, and Western Australia for the 17th year.

Hanley told Drive in January 2024 the brand expected its sales to grow this year after it struggled with production slowdowns in the first half of 2023.

MORE: Toyota Australia predicts new-car market to shrink in 2024, but its sales to grow

“We expect to increase our sales volume and to grow versus what we’ve just seen in 2023 … It was very production-restrained and restricted throughout the year. We expect that that will improve in 2024,” Hanley said.

“This will also see our market share grow and we still aspire to hit 20 per cent in 2024.”

Toyota held a 19.5 per cent market share in Australia in 2024, including industry-wide VFACTS data and separate Tesla and Polestar sales figures from the Electric Vehicle Council.

Looking forward, Hanley this week said Toyota expects to sell around 220,000 vehicles in Australia in 2025 with a “better alignment” of supply and demand.

"Our forward orders remain very strong across the Toyota range, particularly for hybrid variants.”

Toyota is the only brand to ever sell more than 200,000 vehicles in Australia in modern times – and it delivered around two-and-a-half times more cars than Ford and Mazda in 2024, with the former narrowly hitting 100,000 and the latter delivering almost 96,000 by 31 December.

Ford reported 100,170 vehicles as sold in Australia – with the related Ranger ute and Everest SUV accounting for almost 90 per cent of this volume – in 2024, while Mazda has reported 95,987sales, down 4 per cent over 2023 and seeing the Blue Oval relegate it to third place.

Toyota has been the consecutive number-one brand in Australia since 2003 when it overtook Holden.

Toyota sales in Australia

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