Toyota’s U.S. sales continue to climb in 2026, even as several competitors experience a dip. Even by Toyota standards, four models are outpacing the rest of the lineup by an impressive margin. No matter what the likes of Hyundai, Mazda, or Chevrolet add to their lineups, Toyota continues to widen its lead in the North American market.

If you’re considering any of these models, be prepared to act quickly when you find the right fit. Here’s what’s driving the surge in popularity for these four Toyota models.

Toyota Grand Highlander

January sales surged 72% year-over-year as the Grand Highlander continues to cannibalize Highlander sales. For all of 2025, sales jumped an impressive 91% compared to the debut 2024 model year. These figures include both hybrid and non-hybrid versions.

Why it’s popular: The Grand Highlander offers more space and features than the legendary Highlander. Toyota recently announced that the standard Highlander will go all-electric for 2027. With EV sales still struggling to recover from the “EV winter” following the end of federal tax credits, this shift could push even more buyers toward the Grand Highlander, regardless of how competitive the Highlander EV’s pricing and specs turn out to be.

Toyota Corolla

Sedan sales have plummeted market-wide, dropping from 40% of all light-duty vehicle sales in 2015 to just 10% in 2025. But the Corolla remains a bright spot in an otherwise struggling segment. January sales climbed 12% year-over-year, following a 7% increase for all of 2025.

With world-famous reliability and a starting price of just $24,120 including destination charges, the Corolla continues to be an all-time favorite for commuters. It simply gets the job done.

This month, Toyota is even offering a sub-$250 lease deal on the Corolla. That’s one of the best values on the market.

Toyota Corolla Cross

Last month, Corolla Cross sales jumped 34% compared to January 2025, with Toyota moving 8,542 units of the popular crossover. In 2025, sales climbed 7% over an already strong 2024, blowing the previous record out of the water just four years after the model’s launch. The Corolla has always been popular and reliable, but transforming it into a crossover has proven to be a brilliant move for Toyota’s bottom line.

About a third of the 99,798 units sold in 2025 were hybrids. Negotiating on this popular model will be challenging in 2026, as inventory typically runs well below the market average for Toyota vehicles.

Toyota 4Runner

This one’s particularly interesting. After receiving its first major refresh in a decade for the 2025 model year, the Toyota 4Runner has seen sales climb steadily higher. Year-over-year comparisons are tricky, though, since virtually no inventory was available during the first few months of 2025 as dealers awaited initial shipments of the redesigned model.

That said, the numbers tell a compelling story: 2025 sales increased 8% over the previous year, with nearly 100,000 units sold. While not an all-time record, it represents a continued upward trajectory.

There’s a silver lining for 4Runner buyers in 2026: Toyota appears to have more inventory than usual heading into spring. With 57 days of market supply, the 4Runner has better availability than most Toyota models (the brand overall sits at 50 days of supply).

This means negotiating savings on a 4Runner may actually be possible in some cases—especially on the roughly 1,300 leftover 2025 models still sitting on dealer lots. Toyota is also offering competitive manufacturer incentives right now, though deals vary by region, so check availability in your ZIP code.

Buying a popular Toyota? Prepare for competition

These four Toyota models prove that even in a competitive market, the right combination of features, value, and reliability can drive continued sales growth. This is great news for Toyota of North America, but it can present new challenges for buyers looking for a deal. 

The key takeaway? If one of these models is on your shopping list, don’t wait too long to make your move. Just remember: acting fast doesn’t mean accepting dealer markups or unwanted add-ons. Buying a top-selling car simply means you need to arrive prepared and disciplined (when it comes to your wallet). Stick to your budget, negotiate with confidence, and you’ll drive away in one of Toyota’s hottest sellers without any regrets.

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