Toyota has long been a household name when it comes to reliable vehicles, and 2024 is proving to be a standout year for the Japanese automaker. With a reputation built on durable trucks, rugged SUVs, and innovative electrified options, Toyota is seeing massive sales growth across some of its most exciting models. From the redesigned Tacoma pickup to the iconic Land Cruiser and the surprising surge of the all-electric bZ4X, Toyota’s lineup is capturing the attention of buyers across the United States. Here’s a deep dive into how these vehicles are performing and why they’re resonating with drivers this year.
Tacoma’s Triumphant Return to the Top
The Toyota Tacoma has been a leader in the small and midsize truck market for years, holding its own against newer competitors even when its design was starting to show its age. But with the launch of the updated, fourth-generation Tacoma, Toyota has taken things to a whole new level. This redesigned truck, powered exclusively by four-cylinder engines, has been on the market for just over a year, and its popularity is skyrocketing.
In the first quarter of 2024, Toyota sold 59,825 Tacomas, a jaw-dropping 177.5% increase compared to the same period in 2023. This isn’t just a small uptick for a niche model—the Tacoma is already one of Toyota’s top sellers, and this massive growth shows how much buyers are loving the new version. While Toyota hasn’t broken down the numbers between hybrid and non-hybrid Tacomas, the availability of a hybrid powertrain is likely playing a big role in the truck’s success. The hybrid option aligns with Toyota’s broader push toward electrified vehicles, which saw a 44.1% sales increase overall in the same quarter.
Unlike its bigger sibling, the Tundra, which saw a slight dip of 1.8% in sales, the Tacoma is stealing the show. Its blend of modern tech, off-road capability, and fuel-efficient options is clearly hitting the mark with truck buyers looking for versatility and reliability.
Land Cruiser and Lexus GX: Off-Road Legends Thrive
When it comes to off-road SUVs, few names carry as much weight as the Toyota Land Cruiser. This legendary vehicle has a decades-long history of tackling tough terrain, and even with some changes to its formula, it’s still winning over buyers in 2024. Alongside the Land Cruiser, its luxury counterpart, the Lexus GX, is also posting impressive numbers, proving that Toyota’s off-road expertise extends across both mainstream and premium markets.
The Land Cruiser wasn’t available in the U.S. during the first quarter of 2023, so there’s no year-over-year comparison to make, but its return has been a hit. Toyota sold 15,416 Land Cruisers in the first three months of 2024, a strong showing for a vehicle that’s been downsized to the smaller Prado platform. Now offered with a hybrid four-cylinder engine, the Land Cruiser is adapting to modern demands for efficiency without sacrificing its rugged appeal.
Meanwhile, the Lexus GX, which shares much of its DNA with the Land Cruiser, saw a 139.5% sales increase, with 9,239 units sold in the same period. Unlike the Land Cruiser, the GX was on sale last year, making its growth even more impressive. Buyers seem to be embracing the GX’s shift to a twin-turbo V6 hybrid powertrain, which replaces the older V8. This change hasn’t deterred off-road enthusiasts, who value the GX’s combination of luxury, capability, and Toyota’s renowned durability.
Together, the Land Cruiser and GX show that Toyota can evolve its off-road icons while keeping the qualities that make them so beloved. Whether it’s the practical appeal of the Land Cruiser or the upscale vibe of the GX, these SUVs are proving there’s still a big appetite for adventure-ready vehicles.
bZ4X: The Electric Underdog Making Waves
While the Tacoma and Land Cruiser grab headlines for their off-road prowess, Toyota’s all-electric bZ4X is quietly making a name for itself in a very different segment. This compact electric SUV saw the biggest percentage increase of any Toyota model in the first quarter of 2024, with sales jumping 195.7% to 5,610 units. While those numbers are smaller compared to the Tacoma or Land Cruiser, the near-tripling of sales is a huge deal for a vehicle that’s still finding its footing in the competitive EV market.
A major factor behind the bZ4X’s surge was a significant price cut. Late in 2023, Toyota slashed about $6,000 off the base price, making the bZ4X a more attractive option for budget-conscious buyers looking to go electric. This move seems to have paid off, as the SUV is gaining traction despite its relatively modest sales volume. Toyota is also working on an updated version of the bZ4X, which could bring more power, better range, and faster charging capabilities. If these improvements hit the market later in 2024, the bZ4X could see even stronger growth in the months ahead.
The bZ4X’s success is part of Toyota’s broader electrified vehicle strategy, which includes hybrids, plug-in hybrids, and fully electric models. With electrified vehicles accounting for a significant chunk of Toyota’s sales growth, the bZ4X is helping the company stay competitive in a world that’s increasingly leaning toward sustainable transportation.
Why Toyota’s 2024 Success Matters
Toyota’s strong performance in 2024 isn’t just about moving more vehicles—it’s about showing how a legacy automaker can adapt to changing times. The Tacoma’s dominance in the truck segment proves that Toyota can refresh a bestseller and make it even more appealing with modern features and hybrid options. The Land Cruiser and Lexus GX highlight the enduring demand for capable, reliable SUVs, even as they embrace new powertrains. And the bZ4X’s unexpected rise shows that Toyota is serious about carving out a place in the electric vehicle market, even if it’s taking a cautious approach compared to some competitors.
What ties these models together is Toyota’s focus on giving buyers what they want: reliability, versatility, and value. The Tacoma appeals to truck buyers who need a workhorse that can also handle weekend adventures. The Land Cruiser and GX attract those who crave off-road capability with a side of comfort. And the bZ4X is drawing in drivers who want an affordable entry into the world of electric vehicles without sacrificing Toyota’s reputation for quality.
Looking Ahead for Toyota
As 2024 rolls on, Toyota is poised to keep its momentum going. The Tacoma’s sales show no signs of slowing down, especially with the hybrid model gaining attention for its blend of power and efficiency. The Land Cruiser and GX are likely to continue appealing to SUV buyers who value toughness and heritage, while the bZ4X could see even bigger gains if Toyota delivers on its promised updates.
Toyota’s ability to succeed across such different segments—trucks, off-road SUVs, and electric vehicles—sets it apart from many competitors. While some brands focus solely on one type of vehicle, Toyota is casting a wide net and reaping the rewards. With a history of innovation and a knack for building vehicles that last, Toyota is proving that it’s not just keeping up with the times—it’s setting the pace.
For buyers shopping in 2024, Toyota’s lineup offers something for everyone, whether you’re hauling gear, hitting the trails, or going green. And based on the numbers, it’s clear that drivers across the country are taking notice.
