The new generation of the RAV4 HEV marks a key point in Toyota ‘s strategy in Mexico. From now on, the model range will be entirely hybrid electric; moreover, it not only represents a product evolution, but also another piece within the brand’s regional logistics network.

The sixth generation of the SUV will be manufactured at Toyota’s plant in Ontario, Canada , and will arrive in the country via rail transport, as part of the productive integration of North America.

During the presentation, Guillermo Díaz, president of Toyota Motor Sales Mexico and Lexus de México, emphasized that electrification is the central focus of the brand’s vision.

“At this brand, we always strive to ensure that mobility has a positive impact on people’s lives and the planet. We try to offer efficient solutions that contribute to reducing emissions,” he stated.

He recalled that Toyota began its journey toward electrification in Mexico in 2010 with the launch of the Toyota Prius . Since then, he estimated, the brand has helped prevent the emission of nearly two million tons of CO2 in the country.

“We set ourselves the goal of having at least one electrified vehicle in each segment by 2030, and we are going to meet that goal sooner,” he said.

Gerardo Romero, Vice President of Operations for Toyota Motor Sales Mexico, noted that globally, more than 15 million units have been sold since 1994. In Mexico, where it has been sold since 2003, sales have exceeded 220,000 units

Furthermore, since the introduction of the hybrid electric version in 2019, 32,991 units have been sold.

“We went from selling more than three thousand in 2019 to more than seven thousand in 2025. These numbers clearly reflect that electrification in Mexico is not a future promise, it is a reality,” he said.

The sixth generation comes with four versions: LE, XLE, Limited and Woodland; all electric hybrids.

It uses a 2.5-liter engine assisted by electric propulsion, producing 226 hp in front-wheel drive and 236 hp in all-wheel drive. The reported combined fuel consumption ranges from 23.2 to 27.7 km/l.

Romero highlighted that, in addition to electrification, the model takes an important step in digitalization.

“This is the first Toyota vehicle in Mexico with Toyota Connected Services. This platform lays the foundation for vehicles that are increasingly defined by software,” he commented.

The plug-in hybrid is here

The brand announced that the plug-in hybrid electric vehicle (PHEV) version will arrive in the first half of the year , allowing for fully electric driving with the gasoline engine providing backup when needed.

“We don’t force customers to use any type of technology. What we do is provide the options so they can decide,” he explained.

He added that Toyota also has electric and hydrogen fuel cell vehicles globally, whose arrival will depend on the evolution of the Mexican market.

This year, the company expects to sell around 127,000 units in Mexico , surpassing the 3.6% growth recorded the previous year.

With the new 2026 RAV4 HEV, Toyota consolidates an electrification strategy that, according to the brand itself, has already ceased to be a future bet and has become a commercial reality in the country.

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Daimler Truck and Toyota Motor Corporation have signed definitive agreements for the equal integration of Mitsubishi Fuso and Hino Motors , an alliance that seeks to consolidate a new Japanese force in the commercial vehicle sector, based on collaboration in development, purchasing, and production.

The new company, which will be headquartered in Tokyo and led by CEO Karl Deppen , currently president of Mitsubishi Fuso, will begin operations in April 2026. It will also have more than 40,000 employees and will own 100% of Mitsubishi Fuso and Hino.

Daimler Truck and Toyota, as the driving forces behind this alliance, will each own 25% of the new holding company , which is expected to be listed on the Prime Market of the Tokyo Stock Exchange .

“The integration of Mitsubishi Fuso and Hino is truly historic. We are uniting two strong partners to form an even stronger company and successfully shape the decarbonization of transportation. Mitsubishi Fuso and Hino have great potential to leverage scale, which is key to the technological transformation of our industry. Karl Deppen is an experienced leader who understands the entire value chain of our business, and I am convinced he can take this new company to the next level,” said Karin Rådström, CEO of Daimler Truck.

Regarding operations in Mexico, they assured us that there will be no impact on commercial agreements or customer service . Product support and supply will continue unaffected, preserving the trust of local partners and distributors.

With this merger, the brands seek, among other factors, to consolidate Japan’s leadership in commercial vehicles in the Asia-Pacific region. Regarding the environment, the project aims to build a long-term sustainable mobility society , and the companies are seeking to help solve problems such as carbon neutrality, logistics optimization, and advancements in CASE (Connected, Autonomous, Shared, Electric) technologies, including the use of hydrogen.

Further details, including the official name of the new company , are expected to be announced in the coming months . The closing of the deal is subject to approval by the boards, shareholders, and relevant authorities.

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The new 4Runner HEV arrives as the Japanese firm’s latest venture to strengthen its portfolio of off-road vehicles with lower environmental impact technologies.

“It’s a vehicle with a heritage of adventure, character, and a vision for a sustainable future,” said Marisol Blanco, Director of Public Relations for Toyota Motors Sales Mexico.

Since its debut in 1981 as a closed version of the Hilux pickup , the 4Runner has evolved into a benchmark of durability, performance and versatility.

Its fourth generation was marketed in Mexico in the early 2000s, but the fifth never arrived in the country. Now, the sixth generation marks the model’s return to the domestic market, and it does so in hybrid form .

The new model joins the brand’s growing electrified portfolio. With this addition, Toyota now has 11 HEV vehicles in Mexico , representing 58% of its current lineup , as part of a gradual transition strategy toward more sustainable mobility.

“Adventure and sustainability can go hand in hand,” Blanco emphasized.

Gerardo Romero, Vice President of Operations for Toyota Motor Sales Mexico, highlighted that the launch of this SUV completes the brand’s range of adventure vehicles in the country, which also includes the Tundra and Tacoma , both with HEV options.

“This model represents our vision of more efficient and responsible mobility,” Romero said.

The 4Runner HEV comes in two trim levels: Limited and TRD Pro , both equipped with a 326-horsepower (hp) and 465 lb-ft i-FORCE MAXpowertrain , eight-speed automatic transmission, and the same towing and loading capabilities.

According to Toyota, this generation is designed for those seeking a multifunctional vehicle that doesn’t sacrifice performance, comfort, or fuel efficiency.

The Limited version will be available with a price starting at 1,206,000 pesos , and the TRD Pro from 1,331,000 pesos .

Toyota plans to sell more than 2,200 units of the 4Runner HEV in its first year , all imported from Japan.

In a market increasingly oriented toward energy efficiency, but where demand for robust vehicles remains strong, the new 4Runner hybrid seems to balance both worlds.

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Sales of light vehicles in Mexico reached 127,684 units last August, which represents an increase of 11.9% compared to the same month of the previous year and, in turn, is placed as the best month of sales in the year and the best August since 2016 , according to data from the Administrative Registry of the Light Vehicle Automotive Industry (RAIAVL) of the National Institute of Statistics and Geography (Inegi) .

Inegi also reported that during the first eight months of the year, vehicle sales reached almost one million units, with 962,870, a figure that represents an increase of 12.2% compared to what was reported during the same period in 2023.

Given these results, the CEO of the Mexican Association of Automobile Distributors (AMDA) , Guillermo Rosales, said that “with these figures, the light vehicle market in August was higher than AMDA estimated, which stood at 120,459 units. The estimate had a percentage difference of -5.7%.”

In this same context, the report of the Mexican Association of the Automotive Industry (AMIA) and the AMDA revealed that the most prominent brands in the year-to-date are Nissan , with 17.1% of the market, followed by General Motors with 14.0% and Volkswagen with 11.7 percent.

Likewise, some brands such as Mazda and Toyota showed significant increases in their annual sales, with growth of more than 30% in both cases.

In addition, the report highlighted the performance of Chinese brands , which continue to gain ground in the Mexican market . An example is MG Motor , which managed to maintain its share with a slight increase in sales, registering more than five thousand units sold in August 2024, which represents an increase of 0.5% compared to the same month of the previous year.

On the other hand, the Chinese brand Chirey also experienced a significant drop in sales. In August 2024, this brand reported a decrease of 41.4% compared to August last year, selling just over two thousand units.

Thus, so far this year, Chirey has sold 18,813 units , a decrease of 28.1% compared to the same period in 2023. This drop could be linked to strong competition from other brands and changes in the preference of the Mexican consumer.

Despite these challenges, Chinese brands remain important players in the light vehicle market in Mexico, driven by phenomena such as nearshoring . Their ability to adapt to new market conditions and the growing demand for affordable vehicles  allows them to maintain a competitive position.

As nearshoring continues to consolidate itself as a trend, these new brands will continue to expand their presence and participation in the country.

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Toyota México announced that it sold 58,081 vehicles in the period from January to June 2024, which represents a market share of 8.2% and a growth of 22% compared to the same period of the previous year, so it anticipates that 2024 be your best year in sales so far .

The five most popular Toyota models in the Mexican market, which represent more than 60% of the brand’s total sales during the first half of the year, are:

1. Hilux with 11,877 units.
2. RAV4 with seven thousand 577 units.
3. Corolla with six thousand 332 units.
4. It advances with five thousand 167 units.
5. Raize with four thousand 851 units.

“Thanks to the work of the entire Toyota team and, above all, the trust of our customers and distributors, we are very happy with the results of this first semester. At the beginning of 2024, our goal was to reach at least 105 thousand units sold, with 25% hybrid electric (HEV) technology; Today I am proud to share that we project to have the best year in Toyota sales in Mexico,”  commented Guillermo Díaz, president of Toyota Motor Sales and Lexus de México.

Furthermore, as part of its electrification strategy, which seeks to reduce CO2 emissions, one of the achievements reflected in the first half is the progress in the HEV sales objective , since during this period 27% has been achieved with 15,623 units sold and the goal for 2024 was to reach 25 percent.

For its part, the focus on innovation, sustainability and customer service has allowed Toyota to achieve other relevant milestones so far this year, such as the commercialization of 1.5 million units in Mexico since its arrival , reaching more than 144 thousand HEVs in circulation in the country and reduce more than 1.1 million tons of CO2, thanks to the commercialization of said vehicles with HEV technology.

In addition, Toyota has an electrified vehicle in each segment with the arrival of the HEV version of the Tacoma, a goal it had set for 2025.

The automaker highlighted in a statement that its positive performance during the first half of 2024 is due to its focus on customer service as one of its top priorities.

“Customer service has become one of the hallmarks of our company and is key to maintaining our competitiveness in the market. That is why we continue to advance in high-performance operational programs to have highly trained personnel and personalized attention for our customers,” according to Juan Mejía, director of Customer Service at Toyota Mexico.

In this sense, the company remains committed to having the most competitive maintenance costs in the industry, as well as offering differentiated services such as Mobile Service, which allows it to serve retired populations and corporate clients, and Express Maintenance , which guarantees maintenance services. quality in the shortest time possible.

Likewise, in these first six months, Toyota has dedicated itself to offering innovative alternatives that allow it to satisfy the needs of its customers, such as digital sales and the Comonuevos program.

Digital sales represented 21% of total sales so far this year and the Comonuevos Toyota program, which offers certified pre-owned vehicles with the same guarantees as new cars, recorded 4,952 units sold in the same period.

“The progress of the semester is consistent with our expectations compared to the same period last year, reflecting an increase of 22% compared to the same period in 2024. The 58,081 units sold represent 55% of our annual goal, which It reflects the trust of our customers and the effort of the entire Toyota team. In addition, they are an indicator that we are returning to pre-pandemic levels ,” said Alejandro Carmona, deputy director of Sales at Toyota Motor Sales in Mexico.

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Toyota presented the new 2024 Tacoma that incorporates hybrid electric (HEV) technology, with which it reaches 55% of its catalog in Mexico with a version in this technology and which, in addition, will be produced in the country.

Marisol Blanco, Director of Public Relations at Toyota Motors Mexico, pointed out that on the Japanese automaker’s path to being a sustainable mobility company, it has been important to put consumers at the center and listen to their needs.

“Electrification is not just a trend, it is a necessity to achieve carbon neutrality. It has to do with an objective and that is to reduce emissions, and moving towards an electrified Mexico requires collaborative work,” he mentioned.

For his part, Guillermo Díaz, president of Toyota Motor Sales México and Lexus de México , stressed that for the company the best mobility option for Mexico is the HEV in this energy transition, so they continue on their path to have an option with this technology in each model, placing the tenth hybrid model in the country .

This path in the country began in 2010 with the arrival of Prius. Today they have 10 of the 18 models in the catalog in Mexico.

“The Tacoma HEV becomes the tenth member of the hybrid electric family. For us, the most enriching thing is to offer more environmentally friendly mobility alternatives,” highlighted Gerardo Romero, Vice President of Operations.

It should be remembered that the Tacoma is produced in the Baja California and Guanajuato plants , however, in 2023 Toyota announced an investment of $328 million in the Guanajuato plant for the production of the new generation of the Tacoma HEV .

In this sense, it will be in that location where the HEV version will be produced, in addition to a third of Tacoma production will be hybrid electric to satisfy the North American market.

“The fact that the Tacoma is produced in Mexico is to satisfy the demand of the North American region; it is the best-selling pickup truck in the United States, which is why more than 90% of the Tacoma production goes to the United States and Canada,” said Marisol Blanco. .

Toyota expects to market 1,500 units of the Tacoma HEV in the Mexican market in the first 12 months.

The new Tacoma HEV incorporates a 2.4-liter four-cylinder turbocharged engine, with a power of 228 hp and 243 lb-ft and an eight-speed automatic transmission.

CAMRY 2025

Toyota also presented the new generation of Camry 2025 , which comes 100% HEV, so the Japanese company will seek to place at least 3,500 units in the Mexican market for the first year .

In this sense, Gerardo Romero assured that they are looking to have enough product for customer demand, so they will seek to have this amount in Mexico.

“We are looking to have enough product for our customers, we bring more and more product seeking to fill the demand we have,” he said.

Guillermo Díaz highlighted that the brand reached 1.5 million vehicles sold in Mexico this semester, of which 142 thousand have been HEVs, which has allowed it to reduce more than 1.1 million tons of CO2 in the country, so Toyota will continue their path to cleaner mobility.

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The National Institute of Statistics and Geography (INEGI) indicated that during May of this year, sales of new cars in the domestic market grew by 12.3% compared to the same month last year, reaching around 119,985 units.

The information comes from 23 companies affiliated with the Mexican Association of the Automotive Industry, A.C. (AMIA), Autos Orientales Picacho, Giant Motors Latin America, and Great Wall Motor Mexico.

Meanwhile, from January to May of this year, 585,721 units were sold, representing an increase of 12.7% compared to the same period in 2023.

In this regard, AMIA and the Mexican Association of Automotive Distributors (AMDA) released the total sales report of new light vehicles by brand. The top 5 were: Nissan, General Motors, Volkswagen, Toyota, and Kia.

Guillermo Rosales Zárate, executive president of AMDA, highlighted that in terms of performance against the immediate previous month (April 2024), there is an increase in the sales of new light vehicles, by 6,734 units, which represents a progress of 5.9%.

Rosales Zárate indicated that with these figures, the light vehicle market in May exceeded what AMDA estimated, which stood at 111,997 units. The estimate had a percentage difference of -6.7% compared to the observed data of 119,985 units.

Additionally, the AMDA representative commented that the level of commercialization in May is higher than the sales of the same month in 2019, a pre-pandemic year, standing at 17.1% above the 102,422 units sold then. From January to May 2024, the market is positioned above 2019 sales levels by 9.7%.

Regarding the national consumer price index, it recorded an annual advance of 4.78%, and the corresponding index for car purchases had an annual increase of 1.59%, with data as of the first half of May 2024.

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Toyota has unveiled its first insurance broker, TFS Insurance Solutions, a mechanism that will offer insurance alternatives for customers and distributors within the brand’s portfolio (Toyota, Lexus, Subaru, and Hino). The new solution will be supported by the country’s leading insurers with the aim of expanding them with a greater number of insurance companies.

Eduardo Guzmán, director of TFS Insurance Solutions, explained that the objective of the new solution is to strengthen Toyota’s value chain. He also reported that the goal for this year is to place 60,000 policies.

“We started this project in 2022 with the support of our business partners and Toyota Financial Services Mexico. The objectives are to take the customer service experience to the next level by providing the best insurance solutions,” Guzmán explained.

The director of TFS Insurance Solutions explained that this will be possible due to the interconnection with the systems of Toyota Financial Services Mexico. Additionally, the tool will be complemented by an exclusive service portal for communication with distributors, supported by specialized insurance personnel.

The second objective is to expand the offering of services and products, with additional benefits in insurance solutions. “For example, insurance for facilities for distributors, packages covering medical expenses, among others,” Guzmán added.

As the third goal, TFS Insurance Solutions will contribute to the expansion of the value chain of Toyota Financial Services Mexico.

Currently, Toyota Financial Services Mexico operates in more than 40 countries, with 22 years of experience in Mexico, where it has sold more than 1.5 million vehicles through its Toyota distributor network, of which over 750,000 have been financed through the in-house financier.

“Throughout our history in Mexico, one out of every two cars sold in Mexico has been acquired through a financial product with Toyota Financial Services Mexico,” emphasized Alex Kuntzy, president and CEO of Toyota Financial Services Mexico.

It is worth noting that in 2023, the brand ranked fourth in sales, with the sale of more than 104,000 units in the period, of which a total of 75,000 contracts were signed with the in-house financier.

To date, Toyota Financial Services Mexico has a portfolio of more than 180,000 active clients, all of whom are potential clients of TFS Insurance Solutions, shared Alex Kuntzy.

“This launch reaffirms our transition to a company that offers flexible mobility solutions and provides more timely service to our customers and business partners,” stated the president and CEO of Toyota Financial Services Mexico.

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