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Toyota's EV Sales Plunged in September After Recall, But Improved Lineup Planned (electrek.co) 137

Toyota sold just 61 BZ models in September, reports Electrek.

"Including the Lexus RZ, which managed 86 sales, Toyota sold just 147 all-electric vehicles in the US last month, over 90% less than the 1,847 it sold in September 2024." Toyota's total sales were up 14% with over 185,700 vehicles sold, meaning EVs accounted for less than 0.1%... So, why is Toyota struggling to sell EVs when the market is booming? For one, Toyota recalled over 95,000 electric vehicles last month, including the bZ4X, Lexus RZ, and Subaru Solterra, all of which are built on the same platform. The recall was due to a faulty defroster, but Toyota instructed its dealers to halt sales of the bZ4X, Lexus RZ, and Subaru Solterra.

Toyota hopes to turn things around with a new and improved lineup. The 2026 Toyota BZ (formerly the bZ4X) is arriving at US dealerships, promising to fix some of the biggest complaints with the outgoing electric SUV. Powered by a larger 74.7 kWh battery, the 2026 Toyota BZ offers up to 314 miles of driving range, a 25% improvement from the 2025 bZ4X... Toyota's new electric SUV also features a built-in NACS charge port, allowing for recharging at Tesla Superchargers. It also features a new thermal management system and battery preconditioning, which improves charge times from 10% to 80% in about 30 minutes...

It's not just the US that Toyota's EV sales crashed last month, either. In its home market of Japan, Toyota (including Lexus) sold just 18 EVs in September.

The Japanese auto giant is betting on new models to drive growth.

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Toyota's EV Sales Plunged in September After Recall, But Improved Lineup Planned

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  • I was looking, but didn't pull the trigger for various reasons - plus I discovered the ones I was interested in mostly didn't qualify for the (expiring) tax credit anyway.

    But what's funny is - Hyundai *just* announced their 2026 lineup, and the prices are lower than the 2025 versions... by varying amounts, but all the reductions are more than the amount of the now-gone credit!

    • by madbrain ( 11432 )

      Interesting about the massive Hyundai prices. I think this has more to do with their ability to compete with other manufacturers that have cheaper EVs.

      For instance, I pulled a trigger on a base Chevy Equinox EV LT1 on August 14. With the $7500 tax credit applied at time of purchase, it cost me $27,644.75 out the door. I sold my 2015 Chevy Volt to Carvana on September 26 for $6,200. I was hoping to get a bit more to a private party by going through Keysavvy to someone qualifying for the used EV tax credit, b

      • There actually is going to be a new Bolt released soon, but since the tax credit is gone, it was probably better to go with the Equinox EV.

        • by madbrain ( 11432 )

          Yes. The release date is unknown, as are the specs. For a while, it looked it was going to be a 2027 model, not 2026.
          I wish the timing worked out better with the release date of the Bolt and tax credit expiration.

      • by Hodr ( 219920 )

        I waited forever for my dealer to get a Bolt EUV, they never got allotments. Then I waited for an Equinox, but they wanted to upsell me on the highest trim level. So instead I found a Solterra Touring lightly used (5k miles) for $22k. Couldn't be happier, thanks crappy small town GM dealer.

        • by madbrain ( 11432 )

          Unfortunately, dealer experience can widely vary, indeed. In the SF bay area, there is no shortage of dealers, and it has been fairly easy to locate BEVs and PHEVs. I'm guessing you are not in one of the CARB states.

  • The main reason Toyota is failing is that their EVs don't look like the future, and don't sell the dream of autonomous vehicles. If consumers don't think of Toyota as advanced or visionary, why would they buy their EVs from them?

    Would you buy a CPU from McDonalds, no matter how great it is? When you think of McDonald's, the only thing you believe they're good at is fries, ice cream, and milkshakes. And Oreo McFlurries. Not CPUs. You don't think of McDonald's as someone smart enough to make a CPU. It's the s

    • Not McDonalds but a decade ago KFC did market a Bluetooth keyboard.

      https://www.pcmag.com/news/kfc... [pcmag.com]

      • by ukoda ( 537183 )
        Where the keys pre-shiny so the grease wouldn't show on them when typing while eating KFC?
    • by madbrain ( 11432 )

      Truly autonomous vehicles just don't exist yet, and aren't for sale by any manufacturer yet. BEVs and PHEVs started appearing in the marketplace around 2010. They have been for sale for a while. Most of those who bought them love them, and would not go back to ICE.

      I would truly welcome an autonomous vehicle today if it existed, especially with worsening vision problems. I wish one existed already, but it just isn't the case yet. When one is finally on the market, I am pretty sure it will be an autonomous BE

    • Nah, strong disagree.

      Teslas sell because they're legitimately good EVs (aside from the Cybertruck, which is good at precisely zero things) and they have first-mover advantage.
      Chinese EVs are impressive because they have everything including the kitchen sink in the vehicle and you could buy 4 of them for the price of one used F150.
      Hyundais sell because they're interesting and decent vehicles. They don't promise the world, but you get decent value for your money.

      The problem with the Toyota/Subaru EVs is that they come from companies that have a very strong value proposition in some way, but the EVs fail to meet those values. Toyotas are supposed to be reliable, good vehicles. They do everything you want, nothing is too flashy, and you know that car will still work in 15 years whether you take care of it or not. Subarus are reliable bad-conditions vehicles that can tackle actual offroading with no modifications and still get you around town comfortably without wasting gas.

      The bz4rxzbzbzbzb or whatever (terrible name, a minor but notable problem) just doesn't live up to the Toyota badge, by all accounts. You've got no reason to buy it over a Rav4 or a Prius. It's heavier, worse to drive, worse than the competition, and the range is pretty mediocre. The Solterra is a Toyota with a Subaru badge, and underperforms every other vehicle in the lineup if you buy Subarus for being rugged but practical vehicles.

      Toyota has even SAID that they don't really think much about EVs, they think everyone should have a hybrid. So when they built an EV, their hearts weren't really into it. Subaru just wanted something--ANYTHING--to fill the gap in their lineup, and they threw in with Toyota because that seemed like a safe bet. Wrong.

      I'm sure the model will get better over time. Toyota likes making money, so they'll figure it out. But these cars don't sell well right now because they're bad.

      • by TWX ( 665546 )

        I don't buy Toyotas because I don't like paying a 15% to 30% markup for the same capabilities that other brands have, even with a reputation for better reliability.

        As for these particular vehicles, I'm a little tired of the term "SUV". When I was young, an SUV was a Sport-Utility Vehicle, it was a high-clearance vehicle, usually four-wheel-drive, that was durable enough to leave paved roads for rough driving conditions. It was something that could go further off the beaten path than a station wagon or sed

      • by ukoda ( 537183 )
        A pretty fair summary of things. Not so sure about "Toyota likes making money, so they'll figure it out." given they are pretty much the most indebted company on the planet and are moving a glacial pace to develop credible BEVs while still loudly shouting how BEVs will fail because hydrogen is the new miracle fuel to will take over real soon now. A shame as they did know how to make solid quality vehicles.
        • Yeah, their weird fixation with hydrogen isn't doing them any favours. It's a terrible fuel and the engines are complicated and underperforming.

      • by dgatwood ( 11270 )

        The bz4rxzbzbzbzb or whatever (terrible name, a minor but notable problem) just doesn't live up to the Toyota badge, by all accounts. You've got no reason to buy it over a Rav4 or a Prius.

        I mean, it's not terrible. Acceleration is comparable to my 2017 Model X or a current-generation Model Y. (The current generation of Model X leaves it in the dust.) The main problem is that it has as little as 68% of the range of a current Model Y, despite being smaller than a Model Y, weighing less, and having slightly less powerful motors. And despite all of those compromises, it is still only $6k cheaper than the Model Y.

        When you're spending about $40k on a car, the difference between $38k and $44k i

        • I agree, they're not terrible—like, it's not a Cybertruck or Hummer EV—but they're not GOOD, either. You look at it and compare it to various other EVs and it's not as fast, doesn't go as far, isn't luxurious. It's just a Toyota and gives you no reason to buy it other than brand loyalty. The RAV4 is insanely popular despite also being (IMO) pretty mediocre. But it's a Toyota and it's reliable as hell and isn't more expensive than everything else in the same category.

        • by Hodr ( 219920 )

          For what it's worth, I have the Solterra (rebadged awd bz4x) and I have averaged well over the EPA estimate and I am a "5-10 miles above the speed limit" driver. About 240 in the winter with snow/ice and close to 300 in the summer.

    • Would you buy a CPU from McDonalds, no matter how great it is? When you think of McDonald's, the only thing you believe they're good at is fries, ice cream, and milkshakes. And Oreo McFlurries. Not CPUs.

      Uh, just curious. How does one still assume McDonalds is “good at” making ice cream or milkshakes?

      Fucking machine has been out of service since 1994. For very corrupt reasons too.

    • If consumers don't think of Toyota as advanced or visionary, why would they buy their EVs from them?

      Because they want an EV to drive to work now that is reliable with a dealer network to support it? The market for EV's from people looking for "advanced and visionary" cars it is likely close to saturated. Business from early adopters and technology geeks are not going to support a major auto maker.

      Its not at all clear that Toyota is going to have a hard time transitioning to BEV's when and if the market demand is there. But right now they seem to have concluded they can take the same batteries needed for o

  • So, why is Toyota struggling to sell EVs when the market is booming?

    Asked...

    Toyota instructed its dealers to halt sales of the bZ4X, Lexus RZ, and Subaru Solterra.

    and answered...

    If the factory tells dealers to stop selling a model, it's not news to point out that sales of those models "plunged" after they (effectively) took them off the sales floor.

    • by TWX ( 665546 )

      Plus it's generally against the law to sell vehicles under-recall. Even used car dealerships aren't supposed to, though without enforcement from motor vehicle offices they are not as inclined to follow those laws and to check for recalls before selling.

  • these pricks have been gouging buyers for the past year. I hope they take a huge bath.
    • these pricks have been gouging buyers for the past year. I hope they take a huge bath.

      You seem to forget you share the same bathwater, taxpayer.

      Too Big To Fail, is now solidified in precedent. Be careful what you wish for. You just might end up paying for it.

      Again.

  • I was in Japan for 10 days this September and made a mental note of all the BEVs I saw in Tokyo and Sendai:
    4 x Tesla Model 3s being driven on the road.
    1 x Porsche Taycan parked at a home.
    1 x BYD Atto 3 being driven on the road.
    1 x Nissan Leaf or Ariya parked on the side of the road.
    1 x Tesla dealership in Sendai.
    1 x Nissan display across the road from Tachiyo's hotel in Ginza with a formula-e, an Ariya and a Hyper Force.

    No FCEV of any brand or any Toyota or Honda BEVs were noticed. By contrast onc
  • Toyota makes and sells engines, its their number 1 thing. Toyota does not want to sell electric motors, Toyota wants to sell engines. And so it is.

  • by magzteel ( 5013587 ) on Saturday October 04, 2025 @10:50PM (#65704130)

    As per https://pressroom.toyota.com/t... [toyota.com]

    "Toyota Motor North America (TMNA) today reported September 2025 U.S. sales of 185,748 vehicles, up 14.2 percent on a volume basis and up 9.5 percent on a daily selling rate (DSR) basis versus September 2024. Sales of electrified vehicles for the month totaled 85,092 up 8.1 percent on a volume basis and up 3.6 percent on a DSR basis representing 45.8 percent of total sales volume."

    Toyota is doing just fine selling hybrids.

    • by ac22 ( 7754550 )

      Toyota sold 29 million hybrid cars worldwide in 2024:

      Toyota electrified vehicles sales in 2024 (all brands)
      POWERTRAIN GLOBAL SALES
      Hybrid electric 29,315,916
      Plug-in hybrid electric 761,578
      Fuel cell electric 27,723
      Battery electric 289,840
      Mild hybrid electric 141,593

      https://mag.toyota.co.uk/six-m... [toyota.co.uk]

      • Toyota sold 29 million hybrid cars worldwide in 2024:

        Toyota electrified vehicles sales in 2024 (all brands)
        POWERTRAIN GLOBAL SALES
        Hybrid electric 29,315,916
        Plug-in hybrid electric 761,578
        Fuel cell electric 27,723
        Battery electric 289,840
        Mild hybrid electric 141,593

        https://mag.toyota.co.uk/six-m... [toyota.co.uk]

        By every number Toyota seems to be doing very well.

  • Out here in the real world EVs are everywhere. This is the future, you just need to leave America to experience it. Mostly Chinese, or locally-built Chinese EVs, and a handful of Chinese-built Teslas. I own an AIO UT sedan hatchback which blows away all others in its category and it cost under US$15,000! And I'll bet you've never heard of it if you live in the USA.

    ICE car dealers including Mazda, Toyota, and Honda are closing down and reopen selling XPENG and ZEEKR and MG and BYD. Petrol stations are disap

  • It's common knowledge that Toyota simply does not like EVs and prefer hybrids completely.

    Whether or not that's good or bad, that's not something I'm here to judge.

    But the way the article's headline is written it makes it sound as though Toyota is experiencing difficulty selling EVs.

    Simply put, they're not.

    Toyota is deliberately not spending marketing dollars on the BZ4X or Lexus RZ as worldwide strategic decision, clearly not a sales issue. They only made those models and in the configurations designe
  • Toyota EVs unfortunately aren’t built with the same reliability parameters as their ICE or hybrids.

The absent ones are always at fault.

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