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Toyota's sixth-generation 4Runner has been one of the brand's biggest releases in recent years, yet sales dropped by a shocking 75% in Q1 2025! But before jumping to conclusions, let’s break down why this decline isn’t as bad as it seems.
🔥 Why Did 4Runner Sales Tank?
📍 New Model Transition Effect: Whenever an automaker launches a new generation, sales of the older model usually plummet. Buyers prefer to wait for the new version instead of purchasing the outgoing model. The 4Runner's redesign—the first since 2009—naturally led to a sales slump as people anticipated the new trims.
📍 Limited Trims Available: Currently, only the lower-end trims (SR5, TRD Sport, and TRD Off-Road) are available at dealerships. The high-demand TRD Pro, Limited, Platinum, and Trailhunter variants are still months away from hitting showrooms.
📍 Hybrid Models Still in the Works: The powerful i-Force MAX hybrid engine is a game-changer, but Toyota hasn’t rolled it out yet. Many buyers are waiting for this model before making their purchase.
Good News: Sales Rebound Expected Soon!
💡 April-May Deliveries Look Strong: Reports indicate that TRD Pro models with the i-Force MAX engine will start arriving in April. Expect sales to bounce back as more variants become available.
💡 Hype Around Premium Trims: The Trailhunter and TRD Pro trims are among the most anticipated models. Once they hit the market, Toyota is likely to see a surge in orders.
💡 Toyota’s Confidence Remains High: Mark Templin, Toyota North America’s executive VP, stated: “We continue to see steady sales from our Toyota and Lexus brands due to improved inventory levels and new models like the Toyota 4Runner and Lexus LX hybrid.”
| Model | March 2025 | March 2024 | YOY | 2025 YTD | 2024 YTD | % Change |
| 4Runner | 6,980 | $12,756 | -45.20% | $8,435 | 33,817 | -75.10% |
| Venza | $39 | $3,348 | -98.80% | $672 | 7,961 | -91.60% |
| BZ4X | $1,678 | $827 | 102.90% | $5,610 | 1,897 | 195.70% |
Will Tariffs Impact 4Runner’s Recovery?
Another factor that could affect Toyota’s recovery is the new automotive tariffs set to take effect soon. If these tariffs increase costs, it may slightly impact demand. However, Toyota’s brand loyalty and the sheer excitement surrounding the redesigned 4Runner suggest that the impact will be minimal.
