Toyota recently acknowledged that the Trump administration’s tariff structures would slash around $9.5 billion from the brand’s profit forecasts. However, despite the impact of the reduced 15% tariffs on Toyota’s imported vehicles, the brand’s sales are up. 

North American customers bumped Toyota sales by nearly 90,000 units over the previous year

Despite the squeeze of tariffs, Toyota exceeded its sales figures through June 30, 2025. According to the auto industry titan, North American sales accounted for 794,000 units.

That’s an increase of 89,000 units over the same period last year. It’s also the largest increase of any of Toyota’s regional markets. 

The sales successes make sense, too. Toyota produced six of the top 25 best-selling vehicles in America last year. At the top of the list, the RAV4 compact SUV took the No. 1 spot in the United States with 475,193 units, 72,402 more than its closest competition, the Honda CR-V.

Also, while Toyota is subject to 15% tariffs for imported vehicles and parts, the brand produces many of its best-sellers in the United States for stateside consumers. That best-selling RAV4, for instance, Toyota produces the RAV4 Hybrid along with the Camry sedan at Toyota Motor Manufacturing Kentucky (TMMK). 

Worldwide, Toyota sales figures are on the rise as well. The Japanese automaker says it sold 2,411,000 units in total. That’s a 159,000-unit increase over the same timeframe last year.

As for regional markets outside of North America, sales increased in every region other than Asia. To clarify, Japan’s domestic market is separate from the Asian regional market in Toyota’s factoring.

In Europe, for instance, Toyota sold 298,000 units through June 2025. While that’s nearly 2.7 times fewer vehicles than the US market, it’s a 7,000-vehicle improvement over the same period last year.

Now, in its home Japanese market, customers bought 60,000 units more than they did last year. But in Asia as a whole, Toyota sales fell by around 15,000 vehicles.