Toyota’s August 2025 sales report just dropped, and while the brand once again posted big overall gains—up 13.6 percent year-over-year in the U.S.—it’s the specific models leading the charge that really raise eyebrows. Forget the Camry Hybrid’s steady climb or the RAV4’s same old dominance. The true sales shockers this summer came from some of Toyota’s least-expected stars: the Crown Signia, the Tacoma Hybrid, and yes, even the GR86 sports car.
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Crown Signia: From Curiosity To Contender
When Toyota launched the Crown Signia, it seemed like a niche crossover meant to replace the Venza with a fancy badge and sleek styling. Honestly, it felt like one of those models that made sense on some executive’s spreadsheet, but it would come and go within a few years. But buyers apparently can’t get enough of it.
The Crown Signia surged an incredible 283.1 percent year-over-year, proving there’s serious demand for a hybrid-only, upscale Toyota that undercuts Lexus in price while delivering efficiency and tech. It’s positioned perfectly for buyers who want something more stylish than a RAV4 but not ready to stretch for a Lexus RX.
Tacoma Hybrid: Trucks With A Twist
Trucks weren’t exactly the first thing you think of when you hear “hybrid,” but these days, Toyota’s gamble on electrifying its midsize pickup is paying off. The Tacoma 4×4 Hybrid posted a staggering 240.1 percent sales jump, while the 4×2 Tacoma climbed 156.8 percent. It’s proof that truck buyers don’t just care about torque and towing—they’re also watching their fuel bills. Toyota has managed to deliver hybrid efficiency without watering down the Tacoma’s rugged image, and clearly, buyers are responding.
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GR86: Sports Cars Aren’t Dead After All
Perhaps the biggest surprise is the GR86, which roared up 147.7 percent year-over-year. In a market where coupes are disappearing faster than manual transmissions, the little Toyota sports car is suddenly hot property. Credit the GR86’s sweet spot of affordability, lightweight dynamics, and the kind of pure driving fun you just can’t find in crossovers. With enthusiasts snapping them up and dealers struggling to keep inventory, Toyota may have accidentally proven there’s still a market for small, affordable performance cars.
The Bigger Picture
Toyota Motor North America sold 225,367 vehicles in August, with electrified models making up nearly 46 percent of the mix. That’s not just hybrids like the Camry, Crown, and Tacoma, but plug-ins and battery electrics as well. For Lexus, August marked its second-best August ever…ever, with sales up 12.4 percent. Top growth came from the UXh (+31.4 percent), IS (+15.2 percent), and RX plug-in hybrid (+14.2 percent)—but the real story remains on the Toyota side, where unexpected models are suddenly getting snapped up in huge numbers.
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What It Means Going Forward
The August numbers show Toyota is finding success well outside its traditional bread-and-butter models. The Crown Signia’s surge suggests buyers are hungry for more premium-feeling Toyotas, while the Tacoma Hybrid proves electrification isn’t a turnoff in the truck segment. And the GR86? That’s just a reminder that passion still sells, even in an SUV world.
Nobody expected these three models to become sales leaders in 2025—but maybe that’s exactly why they’re succeeding.