SUVs are all the rage today, with everyone and their grandmother buying one, and for good reason. SUVs are practical, versatile, spacious, and commanding, which makes them ideal for a variety of buyers. And in this ever-growing segment, one manufacturer dominates the rest: Toyota. Yes, manufacturers like BMW, Porsche, or Land Rover may still offer some of the most attractive SUV options on the market, but they still can’t hold a candle to how many SUVs Toyota manages to sell each year.
Today, Toyota offers ten SUV models, a few of which come with multiple powertrain options, including hybrids and PHEVs. In this long lineup, there are compact crossovers that double up as urban roundabouts to large SUVs that wear the family minivan-plus-weekend adventure hats. And most of them rank highly in their respective segments. So, let’s see how Toyota has managed to put such a strong hold on the SUV segment in the US in 2026.
Toyota SUVs Are Often The Most Sensible Option In The Segment
Toyota SUVs Sold In 2025: 723,865 (September YTD)
Toyota is at the forefront of the SUV game, and while it may not make the most aspirational models out there, it certainly makes SUVs that outsell the competition. According to the Japanese giant, it sold a staggering 723,865 SUV units by September year to date (YTD). To put it into perspective, Toyota has sold more SUVs than many other manufacturers’ entire lineup in 2025. For example, Hyundai only managed around 678,000 and Nissan 673,000. These SUVs are also among the fastest-selling models on the lot. So, it’s safe to say, Toyota is dominating the SUV market today.
There’s a good reason for this massive success, too. Toyota SUVs consistently rank high in terms of ride quality, comfort, tech and safety features, and value for money. At the same time, Toyota wipes the floor with rivals in terms of reliability and, consequently, resale value. These factors make Toyota SUVs among the most sensible options for an everyday buyer. They may not appeal to the heart, but they definitely appeal to an everyday buyer’s wallet and mind.
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One of the best examples here is the RAV4, which is the highest-selling non-truck model in the US. Toyota has sold 437,260 RAV4s in November 2025 YTD. The RAV4 has gained this popularity thanks to its roomy interiors, modern tech, and practical appeal.
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The upcoming 2026 Toyota RAV4, with its fresh styling and cabin revamp, promises to build only on this already awesome package. Apart from the RAV4, other Toyota SUVs, like the Grand Highlander and 4Runner, also sell in great numbers, and newer models like the Corolla Cross are gaining more traction.
Toyota SUVs Are Also The Fastest-Selling Models
Not only do Toyota SUVs sell well, but they are also among the fastest-moving SUVs on the lot. According to the CarEdge report that used market day supply (MDS), Toyota and Lexus models dominate the top 10 in November 2025. The report says an average Highlander sells in 25 days, a Grand Highlander in 26 days, and a Corolla Cross in 34 days. The most popular model, the RAV4, sells within 40 days. While this does mean that you are unlikely to get major discounts on Toyota SUVs, it shows that the cars are in demand and flying off the dealership lots.
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They Are Top-Selling For A Reason
These high sales figures start making a lot of sense when you look at how well-regarded Toyota SUVs are in the market. Toyota makes some of the highest-ranking models out there. We can use iSeeCars’ quality rankings here. It rates the best-selling RAV4 a solid 8.8 out of 10, earning it the top spot across categories: Best Crossover SUVs, Most Reliable Crossover SUVs, Crossover SUV With Best Resale Value, and Most Reliable Small SUV.
Similarly, other models also rank pretty high. For example, the 4Runner, with an 8.7 rating, takes the top spot in Best Hybrid SUVs, Most Reliable Midsize SUVs, and Midsize SUVs With Best Resale Value. The Land Cruiser, with an 8.7 rating, tops among SUVs With 3 Rows, Most Reliable Large SUVs, and Best Large SUVs. Another model, the Sequoia, ranks number one in Best 7-Seater SUVs, Most Reliable Large SUV Under $60,000, and its hybrid model ranks highest for power and towing.
In other words, Toyota SUVs sell in such huge numbers because they often offer the right balance that owners are looking for. They may not be the flashiest or the fastest in their respective segments, but for most people, they tick all the right boxes. For example, the 4Runner is an off-road-ready, rugged SUV that may be barebones on the inside but gets the job done for adventure-lovers. Similarly, the Corolla Cross offers the same dependable Corolla experience in an SUV package. Toyota SUVs are practical, affordable to maintain, and are usually hard to go wrong with.
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There’s A Toyota SUV For Everyone
An SUV will only tick the right boxes for you if it meets your requirements. That’s also where Toyota’s SUV lineup shines, because there’s a Toyota SUV for everyone. Right from affordable, compact crossovers for urban roundabouts to a three-seat off-road SUV for those seeking adventure, Toyota offers a variety of SUVs. It also offers multiple powertrain options, including gas-only models, hybrids, plug-in hybrids, and EVs. So, whatever your requirement is, you can find a Toyota model that fits your bill.
Toyota’s Compact SUVs
Toyota’s SUV range starts with the affordable Corolla Cross at $24,935, which is everything good about the Corolla wrapped in an SUV body style. You can then step up to the best-selling RAV4 at $31,900, which is the ultimate practical choice that balances efficiency and space. For those looking for an electric option, Toyota offers the bZ at $34,900, which offers a great balance of long range, fast charging, and futuristic styling. Finally, there’s the Crown Signia at $44,390, which offers Lexus-like luxury on a budget.
Toyota’s Midsize SUVs
Toyota offers three midsize SUVs, starting with the rugged 4Runner at $41,570. This SUV is for those looking for a utilitarian, off-road-ready SUV, though it might not appeal to those looking for a refined cabin experience. Then there’s the Highlander at $45,270, known for its efficiency, comfort, and safety ratings. At the top here sits the iconic Land Cruiser, starting at $57,200, offering an athletic and capable SUV package.
Toyota’s Large SUVs
Toyota also offers two large SUVs, starting with the Grand Highlander at $41,360. This three-row SUV is about as practical as a minivan without looking like one, making it an ideal choice for families. The range-topping Toyota SUV is the Sequoia, starting at $64,025, offering a full-size SUV experience in a slightly more utilitarian package than the Grand Highlander.
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Don’t Forget: Bulletproof Reliability And Resale Value
We can’t talk about Toyota SUVs dominating the market without mentioning their reliability. Toyotas are known for their reliability, with their models consistently ranking at the top. According to Consumer Reports, Toyota ranks number one with a reliability score of 66 out of 100, with Lexus coming in third with 60 out of 100. The survey also reports that six Toyota models are among the ten most reliable cars in 2025. iSeeCars and J.D. Power’s reliability ratings also suggest high reliability rankings among Toyota’s SUV models.
J.D. Power Reliability Ratings
- 2024 Toyota 4Runner: 86/100
- 2026 Toyota Corolla Cross: 82/100
- 2026 Toyota Highlander: 82/100
- 2026 Toyota Sequoia: 80/100
- 2025 Toyota RAV4: 77/100
- 2026 Toyota Land Cruiser: 73/100
Toyota SUVs Also Hold Their Value Quite Well
Thanks to Toyota’s solid reliability record and brand value, used car buyers also tend to trust Toyota models over its rivals. As a result, Toyota SUVs tend to have high resale value compared to their rivals. According to CarEdge, Toyota dominates with multiple SUVs showing high resale value and low five-year depreciation. That adds to the car’s appeal, especially in a time when inflation is high and cars have gotten very expensive.
For instance, the RAV4 ranks first out of 67 in Crossover SUVs With Best Resale Value, according to iSeeCars. As a result, it only shows a 31 percent depreciation over five years. The top spot here is taken by the 4Runner, which shows a 25 percent depreciation in the same time frame. Other models, like the Corolla Cross, Crown Signia, Grand Highlander, and Land Cruiser, follow closely behind with a 32 percent depreciation over five years. So, not only do Toyota SUVs tend to serve well during the ownership tenure, but they also give one last benefit right when you are selling them.
Source: Toyota, iSeeCars, CarEdge, GoodCarBadCar, Kelley Blue Book