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The numbers for Toyota models so far in 2023 show some long-time stalwarts selling well but also a few surprises. Numbers are up for some models and down for others. Let’s dig into this year’s hot picks in the Toyota lineup.

The Toyota Tundra is up 34%

The Toyota Tundra full-size pickup is up 34% so far in 2023 compared to the same time last year, according to data on GoodCarBadCar. This surely has much to do with the full redesign for the 2023 model year.

This new generation of the Tundra has a new look inside and out, modernized technology, and a luxurious Capstone trim. It also features the outstanding TRD Pro off-road model.

Another big update with the new generation is the i-FORCE MAX hybrid powertrain. It’s actually only slightly more fuel-efficient than the standard turbo V6 engine, but it produces up to 437 horsepower and 583 lb-ft of torque, which is a nice performance upgrade.

The Toyota Tacoma is up 9%

Despite having such an aged design, the Toyota Tacoma midsize pickup sales are up 9%. The Tacoma has a devoted following for its well-earned reputation for durability, reliability, and off-road chops when equipped with 4-wheel drive.

An all-new Tacoma is on the way for the 2024 model year. The new Tacoma follows the Tundra’s lead with a similar design update and an available i-FORCE MAX powertrain. However, the hybrid in the Tacoma will be a 4-cylinder producing 326 horsepower and 465 lb-ft of torque; impressive numbers for a truck in this class.

The Toyota Camry is up 8%

The tried and true Toyota Camry showed decent sales growth of 8% in 2023 compared to last year. Even though trucks and SUVs are so popular, the Camry still sells very well; 122,036 units so far in 2023.

The Camry sells well because of its track record for practicality and reliability, plus it’s a genuinely good midsize sedan that lives up to its reputation. Even though the Honda Accord just entered an all-new generation, the Camry still outsells the Accord by a factor of almost 40,000 units so far in 2023.

Declining sales for other Toyota models

The Toyota brand is doing well overall in 2023. However, some models are seeing a surprising decline in sales. One is the RAV4, which is still the brand’s best-seller and the best-selling SUV in America, but its sales are down 11% in 2023. This is likely because its closest rival, the Honda CR-V, was just redesigned and more compelling than ever. CR-V sales are up 41%.

The Toyota Highlander is the brand’s midsize 3-row SUV offering, and its sales are down 6 percent. This could be partially because of the all-new Grand Highlander, a bigger and roomier 3-row SUV that just entered the market.

The Toyota 4Runner is another SUV with declining sales numbers. The 4Runner is down 30% compared to 2022. This off-road-ready SUV has a significant cult following among off-road enthusiasts, but its design is so old that it’s hard to make a case for buying new rather than used.