This statistic illustrates the share of people who primarily drive a Toyota in the United States. As of September 2024, 10 percent of 18 - 29 year old consumers do so in the U.S. This is according to exclusive results from the Consumer Insights Global survey which shows that 9 percent of 30 - 49 year old customers also fall into this category.Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than 2,000,000 interviews.

Between April 2023 and March 2024, Toyota sold just under two million vehicles to customers in Japan. North America is the company's largest target market, at over 2.8 million units. Toyota's global retail vehicle sales came to around 11.2 million vehicles between January and December 2023, including sales from its Lexus brand.

Toyota Motor Corporation’s motor vehicle production increased by 6.54 percent to reach rougly 9.3 million units in the fiscal year ended March 31, 2024. This figure includes commercial vehicles and vehicles sold under the Daihatsu and Hino brands. Toyota Motor's net revenue in the 2023 fiscal year amounted to approximately 45.1 trillion Japanese yen.

Americanization    Outside Japan, North America is positioned as the largest source market for Toyota vehicles. Between April 2022 and March 2023, the assembly of Toyota vehicles in North America came to around 1.98 million units. While North American plants churned out just under one percent more vehicles than the year before, Toyota was the second-leading car brand in the U.S. in 2023.

 Expansion plans in Asia    Toyota is anticipated to expand production of electric vehicles in its auto plants in China’s production hubs of Guangzhou and Tianjin. Japan’s largest carmaker is currently in a joint venture with FAW and BYD but is expected to benefit from China’s removal of foreign ownership caps for new energy vehicle manufacturers.

The Toyota Motor Corporation had 380,793 employees on the payroll at the end of its 2024 fiscal year. This represents a 1.5 percent increase compared to the previous year when the company employed 375,235 workers. The fiscal year end of the company is March, 31st. Number of Toyota employees The Toyota Motor Corporation, a Japanese company headquartered in Toyota, Aichi, is one of the world’s leading car manufacturers. The company's main competitors include Hyundai Motor, Volkswagen Group, and General Motors. One of the leading automotive manufacturer based on sales, Volkswagen, has more employees than Toyota: around 676,000 people worldwide in its 2023 fiscal year. Market leading position The Toyota Motor Corporation is responsible for some of the best-selling car models such as the Corolla or Camry. During the fiscal year ended March 2023, Toyota generated sales and revenue streams of rougly 45.1 trillion Japanese yen. Over half of all Toyota vehicles were sold in Japan or North America. This regional success is reflected in the company's global sales.

Toyota's revenue in the 2024 fiscal year varied significantly across the company's sales regions. Japan generated the largest amount of revenue for the Toyota Motor Corporation in 2024 with over 21 trillion Japanese yen (or about 131.9 billion U.S. dollars). North America, the second largest revenue generator for Toyota, brought in roughly 13.8 trillion Japanese yen during that year (or approximately 138.9 billion U.S. dollars).

Toyota company overview

Toyota is a motor corporation located in Toyota City, Japan. The company's history goes back some 86 years to its foundation in 1937. Toyota has grown to become one of the largest automobile manufacturer worldwide with total yearly assets and employee numbers at a healthy level.

Toyota’s industry rankings

Toyota is listed among the top ten most reliable car brands in the United States. As for total worldwide sales it is Volkswagen Group, Hyundai Motor Group and Toyota Motor Corporation that are ranked among the top three manufacturers.

Globally, Toyota sold around 11.23 million vehicles between January and December 2023. The company's sales tally increased by around 7.2 percent between the 2022 and 2023 calendar years.

Fierce competition

The company designs, manufactures, and sells motor vehicles under various brands, including the luxury marque Lexus.Toyota was the second most valuable automotive brand as of June 2023, outperforming other brands such as Mercedes-Benz, BMW, and Porsche. Toyota is one of the largest automakers in the world, based on calendar year sales figures. The car manufacturer's closest rival is Germany’s Volkswagen Group. Go East While Japan accounts for Toyota's largest revenue share, other Asian countries have emerged as the automaker's third largest markets in terms of revenue. Many automotive manufacturers were turning to the Chinese market to offset moderate sales figures in more saturated markets. Renault-Nissan-Mitsubishi, Volkswagen, and Toyota all have entered partnerships with automobile manufacturing joint ventures in China, although Toyota’s vehicle sales in the world’s largest automobile market fade in comparison to Volkswagen's deliveries. Between January and December 2021, Volkswagen and its Shanghai joint venture were the fourth leading passenger vehicle manufacturer in China, while Toyota continued to struggle. Toyota’s China woes aside, key figures for the Japanese company are shining bright, particularly in terms of sustainability.

Toyota Motor Company sold around 10.3 million vehicles in 2023 under its chief segment, comprised of the Toyota brand and its luxury equivalent, Lexus. The company sold over 925,600 vehicles from its other two commercialized divisions, Hino and Daihatsu. Hino Motors produces commercial vehicles and diesel engines. Its finished vehicle line includes trucks, busses, and coaches. Daihatsu Motor Company focuses on mini-vehicle segments such as city cars. Its product range also includes small commercial vehicles and people carriers. Malaysia and Indonesia are Daihatsu's most important markets outside of Japan.

The Toyota Motor Company produced just over 11.5 million vehicles worldwide in 2023. The vast majority of these vehicles, over 10.03 million, were Toyota and Lexus branded vehicles. Toyota also produces finished vehicles through its subsidiaries Daihatsu and Hino.

In 2021, Toyota Motor Corporation invested 1.7 billion U.S. dollars in advertising activities across the globe. Roughly a quarter of the figure was invested in digital advertising. Toyota belong to the largest advertisers worldwide that year.

This statistic represents the Toyota Motor Corporation's share of the Canadian automobile market in 2020 and 2021. Toyota held around 13.7 percent of the Canadian automobile market in 2021, making it the second leading manufacturer in the country that year.

In 2023, Toyota sold over 57.4 thousand vehicles in Vietnam. In that year, Toyota held 20.8 percent of the market share, making it the second-largest automobile manufacturer based on sales volume in Vietnam, behind the Vietnamese company Thaco Group.

After good 2022 and 2023 results, consumer satisfaction with selected Toyota brands in the United States decreased in 2024. Toyota's luxury brand Lexus had a score of 82 out of 100 in 2024, down from 83 a year earlier. Toyota is ranked among the world's top car manufacturers.

Toyota incurred research and development (R&D) costs of about 1.2 trillion Japanese yen in the fiscal year ended March 31, 2024. Not only is the Toyota Motor Corporation Japan’s largest automotive manufacturer, it is also ranked as the number one carmaker worldwide in terms of automobile production.

Toyota’s research and development expenses

The weak yen clearly helped Toyota export more vehicles. However, the company was hit hard by the 2008/2009 worldwide financial crisis, and its research and development expenses hit rock bottom in the fiscal year of 2010, only to finally reach pre-crisis levels in the fiscal year of 2014. In 2022, Toyota was among the leading automotive companies with the highest spending on research and development. Toyota's R&D costs crossed the one trillion yen mark in 2019 and continued to notch up in 2020. The fiscal year of 2021 showed a slight decrease year-on-year. However, R&D expenses bounced back to 1.1 trillion Japanese yen a year after.

In 2022, Japanese car manufacturer Toyota spent 1.55 billion U.S. dollars on advertising in the United States. The company ranked third among the leading auto manufacturers based on advertising spending in the U.S. that year.

From 1937 to 2023, a brand value story of Toyota

Brand value is a term marketers use to describe the worth of a brand. Established in 1937, the giant automotive manufacturer based in Toyota City, Aichi, has become one of the most significant vehicle brands in the present day. As of June 2023, Toyota ranked second among the highest-valued automotive brands worldwide. Toyota's brand value amounted to 28.5 billion dollars. That year, Tesla was the most valuable automotive brand globally, with a brand value of nearly 68 billion dollars.

Toyota's vehicle sales

In 2022, Toyota ranked second behind Ford, among the leading car brands in the United States based on vehicle sales. That year Toyota delivered about 1.75 million units to U.S. customers. Among vehicle sales, in recent years, electrified vehicles have gained importance for Toyota. The company’s electrified vehicles (EVs) sold around 2.73 million units worldwide in 2022. This marked approximately a four percent growth from the 2021 level.

The monthly United Kingdom (UK) market share for Toyota between January 2015 and December 2020 fluctuated substantially. Brand market share in the UK was disrupted in 2018 in the face of new diesel emission regulations and again in 2020 during the Covid-19 pandemic. Temporary changes in market share in such times affect all vehicle marques but in different ways. The highest market share for Toyota was recorded in June 2020, at around eight percent. This is likely due to a rebound effect from Toyota's low market share in April and May. In April 2020, the brand sold around 20 new vehicles in the UK. Overall, figures for the first nine months of 2020 had not fallen as poorly as competitors. By the end of December 2020, Toyota's market share had grown compared to 2020.

In the 2024 fiscal year, Toyota's operating income amounted to nearly 5.4 trillion yen (roughly 35.4 billion U.S. dollars). The Toyota Motor Corporation is a Japan-based multinational company with headquarters in Aichi, Japan. Toyota is the incumbent leader in terms of global car sales by manufacturer. The fiscal year end of the company is March, 31st.

Toyota Motor Corporation’s vehicles sales in the U.S. in the fourth quarter of 2023 show that their namesake brand accounts for a majority of the vehicle sales. In Q4 2023 there were some 504,500 Toyota sales. Toyota's overall sales were up around 7.6 percent in 2023 whereas Lexus sales were roughly 23.9 percent lower compared to 2022. Toyota’s company profile
Toyota is one of the leaders in terms of global car sales by manufacturer. Toyota's global vehicle sales came to around 11.2 million vehicles in 2023, a 7.2 percent year-over-year increase. Vehicle production at Toyota had also grown, though the global automotive chip shortage negatively impacted its ability to bounce back to its 2019 production levels. Toyota manufacturing plants shut down during the pandemic, and recorded further temporary closures in 2021 as a result of the global chip shortage. As of June 2023, Toyota was valued as the second most valuable brand within the automotive sector worldwide, right behind Tesla. Toyota’s most popular vehicles
Globally, the Toyota Corolla and RAV4 were among the best-selling cars. In the United States, Toyota accounted for one of the top three best-selling cars in 2023, as well as the most popular sport utility vehicle. The most popular models included Toyota’s RAV4, Camry and Corolla.

In 2024, Toyota had the highest production volume of its automobiles in Japan, adding up to around 3.13 million units manufactured. Other leading production sites included China and the United States of America.

This statistic gives information on the structure of Toyota's social media audience worldwide as of February 2016, broken down by gender. At 65 percent, the carmaker's social media audience was mostly male.

Toyota sold some 33.4 million hybrid electric vehicles globally in 2023. Toyota has been a driving force behind the adoption of hybrid cars since the late 1990s. Its Prius line was the world's best-selling hybrid as of 2020. The domestic Japanese market is one of the strongest and fastest-growing markets for hybrid vehicles. Fuel-cell electric vehicles also perform relatively well in Japan.