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For years, the Toyota Sequoia has struggled to make a name for itself in the competitive full-size SUV market. It’s a Toyota, so consumers know it’s durable and reliable. Yet, each year, shoppers pass on the Sequoia in favor of exciting, modern SUVs from other automakers.

Now in 2023, the Toyota Sequoia is finally getting a much-needed surge in popularity. What’s behind this sudden uptick? And more importantly, how can the manufacturer ensure that this newfound success doesn’t just fizzle out and become a passing fad?

A 2023 Toyota Sequoia driving down the road.
2023 Toyota Sequoia | Toyota

A remarkable increase in sales for the Toyota Sequoia

The latest data for the Toyota Sequoia reveals a remarkable surge, with year-to-date sales in the United States up by over 1,000% compared to the same period last year. Data provided by GoodCarBadCar shows the Sequoia has sold 6,192 units in the U.S. up through May 2023, in contrast to just 448 units sold during the same period in 2022. This translates to an astounding increase of 1,282.14%.

Toyota must be delighted with such a significant surge in sales. In recent years, the automaker has faced tough times in the full-size SUV category. Though the Sequoia has yet to catch up with rivals like the Jeep Wagoneer or Chevy Suburban, it has shown promising signs, including making it to the U.S. News ‘7 Best Large SUVs for 2023’ list, ranking higher than the 2023 Nissan Armada.

The Toyota Sequoia is all-new in 2023

Several factors have likely contributed to the rise in the Sequoia’s popularity, including the vehicle’s renowned reliability and durability. The popularity of the Toyota brand surely played a part. It might also be the increased demand for large SUVs as the economy begins to recover from the effects of the pandemic. 

However, the biggest contributor to the sales spike is likely the vehicle’s redesign. With its major overhaul, the third-generation 2023 Sequoia has proven to be a significant improvement over the previous model. Toyota has truly stepped up its game by introducing a luxurious interior, an easy-to-use infotainment system, and a smooth ride, even on bumpy roads.

The cabin of the Sequoia offers comfortable and roomy seating in the first and second rows. The new infotainment system is user-friendly and part of an impressive tech package that includes an 8-inch touch screen, Bluetooth, wireless Android Auto and Apple CarPlay, and navigation. The SUV also has a range of standard driver-assist features, including an eight-speaker stereo, satellite radio, multiple USB ports, and a Wi-Fi hotspot.

The biggest highlight, however, is the all-new hybrid V6 powertrain which offers quick acceleration, enhanced towing chops, and better gas mileage.  The new powertrain is both more robust and fuel-efficient than the one it replaces. The 2023 Sequoia can tow as much as 9,500 pounds, depending on the configuration. 

It can’t compete with the Ford Expedition yet

Although the increase in sales for the 2023 Toyota Sequoia is noteworthy, it’s important to keep things in perspective. The Ford Expedition, one of the leading contenders in the full-size SUV class, has sold 25,614 units as of May 2023, which is over four times the number of Sequoias sold in the same period.

It’s worth noting that the Ford Expedition is also experiencing a surge in popularity, with an increase of 118.68% compared to the same period in 2022.

To maintain the current surge in sales for the Sequoia and to compete with rivals like the Ford Expedition, Jeep Wagoneer, and Chevy Suburban, Toyota will need to keep investing in its full-size SUV.

The automaker will need to continuously work on improving Sequoia’s advanced technology features, performance, comfort, and design. For those looking for a large SUV that’s powerful, comfortable to drive, loaded with features, and covered by a generous warranty, the new 2023 Toyota Sequoia might be what you’re looking for right now.


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