As a collective, we view BMW, Audi, and Mercedes as three of the most successful companies in both the past and the present. With a huge profile that spreads way beyond people who have a direct interest in cars, the status and quality of these brands are just part of everyday culture in the USA, Europe, and elsewhere.
With SUVs of all sizes, and crossovers becoming by far the most profitable and popular car type in recent years, you would expect these three brands to be completely dominating the mid-size SUV market. And whilst they are consistently performing, there is a Japanese rival vehicle with off-the-chart sales figures.
The Toyota RAV4 Is Dominating Like No Other
The Toyota RAV4 has been a very popular car for a long time now. Even at the start of the 2020s, it was pulling in sales figures of around 400,000 units on average per year. Surely this bubble was bound to burst. Being such a reliable, long-term option, you’d expect most people who want a RAV4 to have already purchased one and plan to keep it for years upon years. But as of 2025, the sales figures have become even more astonishing. With 479,288 units sold in the USA last year alone, according to Toyota USA Newsroom, it is clear the steam is far from running out for the mid-sized SUV.
German Rivals 2025 USA Sales Figures
- BMW X3: 68,400
- Mercedes-Benz GLC: 51,200
- Audi Q5: 44,800
The sales race isn’t a simple win for the Toyota RAV4; it’s a complete victory. With sales figures creeping up year by year, it’s a unique shift in Japanese domination of a segment we assume Germany is on top of.
Why Is The Sales Dominance So Huge?
It isn’t just by accident that this has happened. It’s a slow culmination of brand confidence that has been built up over decades. Whilst Toyota doesn’t have the same status in luxury or desire as a BMW or Mercedes does, it has something which arguably appeals to the wider mass market even more than the badge on the front: a track record of incredible longevity, and a vehicle you can trust. When most people simply need a car to get them from A to B in relative comfort, a car that they feel is a loyal and dependable companion is perhaps the most significant thing a brand can be known for. And after years of building this image, it has become a powerful status symbol of its own for Toyota.
More Reasons The RAV4 Outsells German Rivals
- People realize the RAV4 is well-equipped enough for their needs
- Toyota’s superior resale value
- Repair costs are usually cheaper on the RAV4 due to availability
Not only that, but Toyota’s commitment to developing and perfecting the hybrid powertrain over the past 30 years has proved extremely effective now that they are so desirable in the 2020s. With mature, seriously efficient, and perfected hybrid system options, the German competition has been left in the dust in the battle against full-on internal combustion. But by far the main reason is the price.
With all the long-term building blocks that Toyota has built for itself over decades, the status they have as a seriously reliable brand, combined with a sticker price starting at $31,900 for the 2026 MY, the popularity all starts to make perfect sense. Even higher trims like the XLE and XSE hover around $40,000, a substantial $10,000 less than the base BMW X3, which starts at $51,300 for the 2026 MY.
Here’s The Resale Value Of The Toyota RAV4 Hybrid After 5 Years
The Toyota RAV4 Hybrid holds its value well after half a decade.
Is Everyone Right To Be Buying A RAV4?
With Toyota offering several options of powertrains for the RAV4, it really is the right choice for a broad collection of people. From the incredibly frugal 2.5-liter hybrid to the Plug-in Hybrid, which is actually faster than a base BMW X3 or Audi Q5, there is the ability to choose a more performant option or a cheap, no-nonsense excellent hybrid. And this same choice is available with the comfort and features-focused aspects of the car.
2026 Toyota RAV4 Specifications (Base Model)
|
Powertrain |
2.5-liter Dynamic Force 4-cylinder Hybrid |
|
Transmission |
eCVT Gearbox |
|
Horsepower |
226 – 236 |
|
Torque |
163 Ib-ft |
|
Economy |
43 mpg (combined) |
|
Cargo Capacity |
37.5 cubic feet |
Cheapest trims offer the basics, which are acceptable for many people, but you can turn a RAV4 into a light glimpse of luxury with a digital rearview mirror, adaptive cruise control, and lane-keeping, as well as all-heated seats, a panoramic glass roof, and an 11-speaker JBL sound system on higher-spec models.
Another excellent reason to purchase a RAV4 is the incredible resale value. Because of their acclaim for reliability, second-hand buyers are willing to pay competitive prices for a car they can trust. With the aforementioned cheaper repair prices of a Toyota, combined with often exceeding 200,000 miles, people are confident in purchasing a RAV4 on the used market. Bought brand new, after three years and around 40,000 miles of ownership, you can expect to lose just 19 percent of the original showroom price if you were to sell it on — an incredible feat, when many German rivals drop roughly 40 percent or more in value in the same three-year window.
Find 2025 Toyota RAV4 and more cars for sale on our Marketplace
The Incredible Success Of The RAV4: History And Future
The beginnings of the RAV4 were humble. Years before the BMW X5, the Toyota RAV4 proved that you could have a vehicle that had SUV dimensions and practicality, combined with similar driving dynamics to a standard car. Whilst it featured a curious design, sales figures in the USA between 1996 and 2000 for the first generation hovered around 50,000 – 60,000, showing the world that crossovers might have a future. With each generation slowly becoming more and more popular by broadening its appeal, the rest of the market eventually latched on.
RAV4 Generational Sales Figures (USA) Per Year
- First Gen (1996-2000): Roughly 55,000
- Second Gen (2001-2005): Roughly 80,000
- Third Gen (2006-2012): Roughly 150,000
- Fourth Gen (2013-2018): Roughly 330,000
- Fifth Gen (2019-2025): Roughly 440,000
With sales climbing generation after generation, surely the 2026 batch of hybrid-only options can’t continue this trend. With 2025 being the absolute pinnacle year of RAV4 sales at 479,288, domination is an understatement, and it’s unclear how German rivals will counter this in the future.
Here’s How Much It Would Cost To Refill The Toyota RAV4 Hybrid In 2025
You won’t be spending much at the pumps to have the RAV4 Hybrid refuelled
Responsible For The Crossover Craze, But Still A Brilliant Vehicle
The RAV4 truly outlined the blueprint of the modern crossover, and not only that, but brute forced itself into monumental sales figures and influenced a whole industry movement because of it. Whilst there have been many uninspiring, nonsensical sell-outs, crossovers, and SUVs in the 2020s, thankfully, the originator still has its intentions at the very core of what consumers crave. Huge practicality, endless reliability, great resale value, a tempting showroom price, and modern luxuries aplenty.
In a world dominated by so many automakers opting for state-of-the-art tech, which many people won’t utilize, it’s refreshing to see Toyota as committed as it ever has been in making cars with priorities that will benefit 100 percent of its consumer base.
Sources: J.D. Power, CarEdge, BMW, Mercedes-Benz, Audi, Toyota