A crossover from Alabama’s sales surged 31% last year while Jeep and Subaru lagged
The mighty little Toyota Corolla “Cross” crossover SUV just had a massive year, and if you weren’t paying attention, you might have missed it. Sales of the Alabama-built SUV surged 31% in 2024, putting it ahead of several big-name competitors. An incredible 93,021 units sold propelled the Corolla Cross ahead of several competitors (such as Porsche’s entire lineup), while perennial winners such as Subaru and Jeep are lagging.
The surprising rise of the Toyota Corolla crossover
Introduced to the U.S. market in 2021, the Toyota Corolla Cross has quickly become a favorite among consumers seeking a reliable and versatile compact crossover. Built at Toyota’s Huntsville, Alabama plant, the Corolla Cross combines the trusted Corolla platform with the practicality of an SUV, offering ample cargo space and advanced safety features.
The 2024 model received a notable “glow-up,” featuring updated styling and enhanced technology. These improvements, coupled with Toyota’s reputation for reliability, have contributed to its sales surge. The Toyota Corolla Cross’s 93,021 units sold in 2024 not only represent a 31% increase from the previous year but also position it as a formidable contender in the compact crossover SUV segment.
Why Alabama?
Toyota builds the Corolla Cross at its Mazda Toyota Manufacturing facility in Huntsville, Alabama—a $2.3 billion plant that also produces the Mazda CX-50. The joint venture between Mazda and Toyota cranks out 300,000 vehicles per year, and the Corolla Cross is one of its biggest success stories.
What makes Huntsville, Alabama, such a great location? Easy access to suppliers, lower labor costs, and Toyota’s deep investment in U.S. manufacturing. This strategy has helped Toyota dominate the crossover market in the U.S.
The Toyota Corolla Cross is eating into Jeep and Subaru’s crossover territory
Toyota’s aggressive pricing, standard hybrid option, and reputation for reliability make the Corolla Cross a direct threat to the Subaru Crosstrek and Jeep Compass. And with both these brands lagging, The Corolla Cross might have a shot.
Jeep, for instance, experienced a 9% decline in overall sales in 2024. Models like the Jeep Compass have struggled to gain traction, contributing to the brand’s overall decline. While it still moved 151,163 Wranglers in 2024, Jeep saw the Wagoneer/Grand Wagoneer sell just 55k. The Gladiator truck fell to 42k, and the Compass struggled to get above 100k. So the Corolla Cross is closing the gap fast.
Subaru, traditionally known for its loyal customer base and rugged vehicles, also faced challenges in 2024. The brand’s performance-oriented models, such as the WRX, saw a significant downturn, with sales dropping by 25% to 18,587 units. This decline indicates shifting consumer preferences and increased competition in the performance sedan market. The Corolla Cross hasn’t yet caught the Crosstrek (181,811 sales). But it beat the WRX, Ascent (56,289), Impreza (31,366), and Legacy (19,591).
A shifting market
The success of the Toyota Corolla Cross underscores a broader trend in the automotive industry: a growing consumer preference for compact crossovers that offer a blend of efficiency, practicality, and modern features. Brands that adapt to these evolving demands are poised to capture significant market share, while those that rely heavily on traditional models may need to innovate to remain competitive.
As we move further into 2025, it will be interesting to observe how manufacturers respond to these shifts. The rise of models like the Corolla Cross suggests that the compact crossover segment will continue to be a battleground for automakers aiming to meet the diverse needs of today’s consumers.
