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RAV4 Record Year: New Model Looms, Sales Soar
10 Dec, 2025
Summary
- RAV4 sales are up 1.5% this year, on track for a new record.
- No discounts are offered on the outgoing RAV4 model.
- The 2026 RAV4 hybrid-only model arrives in January.
The Toyota RAV4 is defying typical market trends by increasing sales even as a new generation approaches. Year-to-date sales have climbed 1.5 percent, putting the vehicle on track to surpass its previous annual record. This performance is particularly noteworthy given the absence of any incentives or discounts on the current model, and with overall US auto sales experiencing a downturn.
The outgoing RAV4 has demonstrated remarkable resilience, achieving its best-ever performance last year and continuing that momentum into 2025. Buyers have not significantly shifted their purchasing decisions in anticipation of the new model. However, recent figures show a slight year-over-year decrease, suggesting a potential cooling-off period as the brand-new, hybrid-only 2026 RAV4, featuring redesigned exterior and interior elements, enters production.
Production of the 2026 RAV4 has just commenced, with the first units slated to reach dealerships in January. The success of hitting a potential half-million sales mark this year, a feat not seen for a non-pickup since 1979, will depend on the Kentucky plant's ramp-up efficiency. This new model marks a significant shift for the RAV4, as it will be exclusively hybrid.
