One Toyota SUV Is Quietly Becoming A Sales Monster

Toyota’s 2026 sales show hybrids leading the market and the 4Runner surging in popularity. With a 141% year-over-year increase, the 4Runner is set to overtake the Grand Highlander as Toyota’s second-best-selling SUV. This analysis explores the reasons behind its remarkable growth.

During the first half of 2026, Toyota recorded 72,320 unit sales for the 4Runner, representing a 141% year-over-year increase. The following data highlights the model’s performance relative to the brand’s top-selling SUVs for the year to date:

1. Toyota RAV4: 153,955
2. Toyota Grand Highlander: 75,521
3. Toyota 4Runner: 72,320
4. Toyota Corolla Cross: 61,541
5. Toyota Highlander: 32,059

One year ago, the 4Runner ranked as Toyota’s fifth-best-selling SUV; however, it is currently poised to surpass the Grand Highlander in sales volume. Notably, the 4Runner Hybrid has experienced even more rapid growth, with unit sales reaching 17,142 in 2026—a 211% increase.

Following the introduction of the sixth-generation 4Runner in late 2024 for the 2025 model year, consumer reception to the enhancements made to this robust SUV has been overwhelmingly positive.

The new Toyota 4Runner combines its signature ruggedness with enhanced efficiency, featuring a 2.4-liter turbo engine (23 mpg) or a 326 hp hybrid. Starting at $42,070, it is Toyota’s most affordable body-on-frame SUV, offering superior off-road capability and TRD variants. Beyond its trail performance, the updated model serves as a refined daily driver with a modernized interior, upgraded infotainment, and an optional third row.

The robust sales performance of the 4Runner underscores a sustained market demand for authentic SUVs equipped with significant towing capacity and off-road capabilities. This surge in popularity provides Toyota with a vital strategic win at a juncture when RAV4 sales face headwinds due to supply chain constraints. Despite the temporary decline in RAV4 volume, Toyota has effectively mitigated the overall impact, limiting its total SUV segment loss to just 4%. Ultimately, these figures serve as a testament to the success of the 4Runner’s recent redesign, which effectively modernized the vehicle while preserving its status as the brand’s most accessible off-road model. Projections suggest that the 4Runner is well-positioned to overtake the Grand Highlander in total sales volume by the conclusion of the fiscal year.

• Also See: The New CEO of Toyota Says There Are Too Many Models