LC outsells 4Runner in the US through May. What Toyota expected?

[PC3]

Through May, the LC sold 24,451 units vs 24,358 for the 4Runner. Although May sales for the 4Runner at 6,662 units versus 4,508 for the LC suggest that the 4Runner might pull away in the back-half of the year. Numbers don't break out trim levels, which would be interesting to analyze (e.g., how does the 1958 do vs TRD OFF Road Premium).

The outgoing 4Runner regularly sold between 100,000 and 120,000 units. Outgoing LC (different beast) sales were in single digit thousands, Sales aren't necessarily evenly distributed through the year, but let's assume the sales rate is constant and each model's sales are consistent, this would land the combined sales at somewhere around 117,000 units. So the annual market for this type of vehicle appears to be pretty consistent. That said, the addition of the LC to the US Prado Platform vehicle likely increases the unit purchase price significantly. The question is whether that increased profit offsets the additional product costs - maybe.

It will be interesting to see what Toyota does with the two vehicles. LC sales are significant enough in the US that I don't see them discontinuing the LC, or even the 1958 for that matter. But, depending on how the experiment plays out, I could see them eliminating trim levels on the 4Runner, and possibly introducing a higher end LC with beefed up suspension and powertrain - possibly a TRD version.

2024 Toyota Land Cruiser Sales Figures

Toyota Land Cruiser monthly, quarterly, and yearly sales and statistics in the United States. Including data and interactive charts for the latest model year 2024 and crossover/suvs segment.

carfigures.com

2024 Toyota 4Runner Sales Figures

Toyota 4Runner monthly, quarterly, and yearly sales and statistics in the United States. Including data and interactive charts for the latest model year 2024 and crossover/suvs segment.

carfigures.com

 

[HarvLC]

I assume that YTD sales for the 4Runner is a bit misleading in that production & deliveries have taken some time to get up to speed.

 

[zxrider11]

FYI - incoming 2025 4Runners have been on QC hold for most of May and June.

I placed deposit on an SR5 4Runner back on May 5th and my allocation was supposed to arrive between June 6th and June 20th. I waited for updates and tracking, but the 4Runner was still listed as QC hold and as of June 6th my dealer had no status other that it had not even arrived at USA port.

The only information I got was once the 4Runner arrives at port, it would have to be inspected before it would hit the rail for delivery.

 

[PDPete]

My assumption is that Toyota expects to sell more 4Runners in the US market...it will remain to be seen, however...

So far though, it's really not worth comparing sales numbers, at least not yet... The 6th gen 4Runner didn't even start hitting dealerships until a few months ago (you couldn't buy one in the first couple of months of 2025 even if you wanted to), so the LC 250 has had almost a year head start.

For decades, the 4Runner pretty much stood alone as Toyota's offering in the moderately spec'd body-on-frame SUV segment. It did briefly have to compete with the FJ cruiser (2006-2014), but the 4R always outsold it...so it will be interesting to see what effect the "competition" between the new LC 250 and 4Runner has on sales numbers for the latter.

I feel, however, that the sheer number of trim options (with both hybrid and non-hybrid variants) available for the 6th gen 4R and it's overall popularity as a brand/model in the US market means it will continue to out-sell the LC 250, at least once production and availability of the new 4R catches up...and that's probably what Toyota is banking on as well...I also wouldn't be surprised if they start shipping fewer LC's to the US from Japan to kinda force that trend either once they're able to get a decent number of 4Runners to the dealerships.

EDIT: Having said that, 24,000+ units in 2025 alone for the LC is quite impressive, and more than I would have expected. In my neck of the woods, I still see very few of them aside from my own. I've also only seen two 6th gen 4Runners in the wild thus far though...but I expect they'll become a lot more common quite quickly.

 

[GrayBeard]

My assumption is that Toyota expects to sell more 4Runners in the US market...it will remain to be seen, however...

So far though, it's really not worth comparing sales numbers, at least not yet... The 6th gen 4Runner didn't even start hitting dealerships until a few months ago (you couldn't buy one in the first couple of months of 2025 even if you wanted to), so the LC 250 has had almost a year head start.

For decades, the 4Runner pretty much stood alone as Toyota's offering in the moderately spec'd body-on-frame SUV segment. It did briefly have to compete with the FJ cruiser (2006-2014), but the 4R always outsold it...so it will be interesting to see what effect the "competition" between the new LC 250 and 4Runner has on sales numbers for the latter.

I feel, however, that the sheer number of trim options (with both hybrid and non-hybrid variants) available for the 6th gen 4R and it's overall popularity as a brand/model in the US market means it will continue to out-sell the LC 250, at least once production and availability of the new 4R catches up...and that's probably what Toyota is banking on as well...I also wouldn't be surprised if they start shipping fewer LC's to the US from Japan to kinda force that trend either once they're able to get a decent number of 4Runners to the dealerships.

EDIT: Having said that, 24,000+ units in 2025 alone for the LC is quite impressive, and more than I would have expected. In my neck of the woods, I still see very few of them aside from my own. I've also only seen two 6th gen 4Runners in the wild thus far though...but I expect they'll become a lot more common quite quickly.

Given that Toyota now only builds to algorithms rather than to buyer spec, I think that you're right on point. If they want to sell 4Runners they'll build and sell them until the point they don't sell while decreasing LC shipping. And if that drives up LC prices they'll take that as well.

 

[FarooqMCSE]

Through May, the LC sold 24,451 units vs 24,358 for the 4Runner. Although May sales for the 4Runner at 6,662 units versus 4,508 for the LC suggest that the 4Runner might pull away in the back-half of the year. Numbers don't break out trim levels, which would be interesting to analyze (e.g., how does the 1958 do vs TRD OFF Road Premium).

The outgoing 4Runner regularly sold between 100,000 and 120,000 units. Outgoing LC (different beast) sales were in single digit thousands, Sales aren't necessarily evenly distributed through the year, but let's assume the sales rate is constant and each model's sales are consistent, this would land the combined sales at somewhere around 117,000 units. So the annual market for this type of vehicle appears to be pretty consistent. That said, the addition of the LC to the US Prado Platform vehicle likely increases the unit purchase price significantly. The question is whether that increased profit offsets the additional product costs - maybe.

It will be interesting to see what Toyota does with the two vehicles. LC sales are significant enough in the US that I don't see them discontinuing the LC, or even the 1958 for that matter. But, depending on how the experiment plays out, I could see them eliminating trim levels on the 4Runner, and possibly introducing a higher end LC with beefed up suspension and powertrain - possibly a TRD version.

2024 Toyota Land Cruiser Sales Figures

Toyota Land Cruiser monthly, quarterly, and yearly sales and statistics in the United States. Including data and interactive charts for the latest model year 2024 and crossover/suvs segment.

carfigures.com

2024 Toyota 4Runner Sales Figures

Toyota 4Runner monthly, quarterly, and yearly sales and statistics in the United States. Including data and interactive charts for the latest model year 2024 and crossover/suvs segment.

carfigures.com

Thank you. Great news.

 

[D-mac]

With 9 trim levels and 3 sub-trims, the 4Runner should leave the LC250 sales in the dust by the end of the year, once Toyota is able to further ramp up production to meet demand. My prediction is LC250 sales will then go down, and the 1958 LC250 trim goes away for 2026. MY25 should be the highest volume LC250 since MY24 was short. A more premium off-road/overlanding trim like GR Sport or Trailhunter will probably be introduced in MY26. Wild card will be if tariffs start to impact sales later in the year.

 

[PC3]

EDIT: Having said that, 24,000+ units in 2025 alone for the LC is quite impressive, and more than I would have expected. In my neck of the woods, I still see very few of them aside from my own. I've also only seen two 6th gen 4Runners in the wild thus far though...but I expect they'll become a lot more common quite quickly.

I think this is the key point. If Toyota could stack 30k + LC units on top of 100k to 120k 4R units ($1.8 B in revenue), I don't think they'll turn away from that given the premium on the LC. If LC cannibalizes 4R sales, then I think Toyota has a different but not necessarily bad problem - i.e., LC is the upper trim level for the 4R and does it make sense to keep LC and all the 4R trims?? I think people who want the LC are probably more like 4R buyers than Lexus GX buyers, but that's my working assumption and that could be wrong. So, the other play could be to get rid of the LC and drop a GX light model that has the same underpinnings as the LC. Personally, I don't like the GX styling, but maybe I'm an outlier.

 

[IceCap1958]

Having said that, 24,000+ units in 2025 alone for the LC is quite impressive, and more than I would have expected. In my neck of the woods, I still see very few of them aside from my own. I've also only seen two 6th gen 4Runners in the wild thus far though...but I expect they'll become a lot more common quite quickly.

I have to say, I've been very surprised at how few 250s I've seen out and about. I live in Northern California (Sacramento) where I see about 50+ 4Runners just walking the dogs. I can probably count on two hands the number of 250s I've noticed since buying my 1958 in June 2024. I drive to Tahoe regularly, where there is no shortage of 4X4s, both fancy and workhouses, and Land Cruiser sightings are very rare.

I'm not complaining, I don't want to have the same car as 4 other guys on my street, still, I want Toyota to see this as a viable platform/product line and keep making and selling them here.

 

[Buckfever]

The LC is a Global platform I would not expect a TRD version. I expect the 4Runner to vastly outsell the LC with the non hybrid lower price point offerings.

 

[Mtn40]

I've been tracking LC sales since the 250 came out just for fun, but from a different site. Looks like they're the same though.
Here's the graph just for more reference.

And here's why at every stop light you see a 4Runner, a Bronco, and two Wranglers.

 

[NoMe cruiser]

Yeah no TRD or Trailhunter for the landcruiser. They’re going to have a 1958 premium and will stay that way for a few more years if not a decade.

 

[HarvLC]

I think this is the key point. If Toyota could stack 30k + LC units on top of 100k to 120k 4R units ($1.8 B in revenue), I don't think they'll turn away from that given the premium on the LC. If LC cannibalizes 4R sales, then I think Toyota has a different but not necessarily bad problem - i.e., LC is the upper trim level for the 4R and does it make sense to keep LC and all the 4R trims?? I think people who want the LC are probably more like 4R buyers than Lexus GX buyers, but that's my working assumption and that could be wrong. So, the other play could be to get rid of the LC and drop a GX light model that has the same underpinnings as the LC. Personally, I don't like the GX styling, but maybe I'm an outlier.

Hard to know how much of 250 sales since launch has been pent up demand that would have chosen a 4Runner if the new gen had been released sooner. (I’ve been surprised by the poll in this thread that shows that relatively few of us replaced a prior LC when buying our new 250.)

The LC has more subtle styling than the new 4Runner and that will pull some buyers to the 250, regardless of price.

 

[D-mac]

Yeah no TRD or Trailhunter for the landcruiser. They’re going to have a 1958 premium and will stay that way for a few more years if not a decade.

Toyota and dealers enjoy making more money, and premium trim levels will be offered just like on every other Toyota truck and SUV. The 1958 (especially with discounts) competes directly with the 6th gen 4Runner, but did not when it was released last year. Would be interesting if they decide to keep it though.

 

[RideWithYanu]

Toyota and dealers enjoy making more money, and premium trim levels will be offered just like on every other Toyota truck and SUV. The 1958 (especially with discounts) competes directly with the 6th gen 4Runner, but did not when it was released last year. Would be interesting if they decide to keep it though.

This would be a departure to the strategy that Toyota has used for Land Cruisers in the USA historically, so I’m not sure why they would change that now.

 

[PDPete]

This would be a departure to the strategy that Toyota has used for Land Cruisers in the USA historically, so I’m not sure why they would change that now.

They’ve already departed from their previous Land Cruiser strategy by bringing us the “Prado” or lighter-duty variant instead of the 300.

I’m not saying that was a bad idea, obviously I bought one of the “new Land Cruisers” and love it…but there’s no doubt they’re now targeting a different (or at least larger) market segment than they did with the LC previously.

Edit: also, regardless of this fact, I do agree with you that they won’t do “themed premium” trim levels (TRD pro, trail hunter, etc), but mostly because that’s just not how Toyota markets Land Cruisers, regardless of the variant in question.

 

[PDPete]

Yeah no TRD or Trailhunter for the landcruiser. They’re going to have a 1958 premium and will stay that way for a few more years if not a decade.

I actually wouldn’t be surprised if the 1958 goes away after a model year or two… but yeah, they’re likely gonna keep the options simple and not have “special” trims like TRD or Trailhunter (etc)…that’s just not on-brand for the Land Cruiser name plate.

 

[RideWithYanu]

They’ve already departed from their previous Land Cruiser strategy by bringing us the “Prado” or lighter-duty variant instead of the 300.

I’m not saying that was a bad idea, obviously I bought one of the “new Land Cruisers” and love it…but there’s no doubt they’re now targeting a different (or at least larger) market segment than they did with the LC previously.

We shall see

 

[PDPete]

We shall see

I actually made an edit to clarify my comment above…but you responded too quickly!

But in short, I do agree with your premise either way.

 

[DoMoCruiser24]

The 4R will outsell the LC in the long run as it should. It’s price point and non hybrid option will appeal to a much larger target market share than the LC.