The year 2025 marked a historic chapter for Toyota Motor Europe (TME). The European subsidiary of the Japanese giant reported record figures, managing to exceed the threshold of 1.2 million vehicles sold during the 12 months. In an industry in full transformation, the Japanese company's success is mainly due to its diversified electrification strategy, which emphasizes hybrid technology.
The group, which brings together the Toyota and Lexus brands, delivered a total of 1,229,038 units, a performance that consolidates Toyota's position as the second best-selling car brand on the Old Continent.
Toyota: 1,143,963 units sold.
Lexus: 85,075 units sold (an increase supported by the success of new SUV models).
A notable aspect is the share of electrified vehicles (hybrids, plug-in hybrids, electric and hydrogen), which represented 77% of total sales volume. The pure electric vehicle (BEV) segment saw a 46% increase, while plug-in hybrid (PHEV) models grew spectacularly by 76%.
Toyota Yaris Cross: 200,477 units (Undisputed leader).
Toyota Yaris: 167,019 units.
Toyota Corolla: 155,643 units.
Lexus LBX: 27,447 units (The group's most popular premium model).
The local market followed the European trend, with Toyota confirming its status as a key player in Romania. In 2025, Toyota remained on the podium in new car registrations, often being the number 1 brand in the preferences of individuals, due to its recognized reliability and good resale value.
In Romania, success was driven by the hybrid range, in a year in which electrified engines came to hold over 55% of the total new car market.
The best-selling Toyota models in Romania and their prices (estimated, January 2026):
| Model | Key Features | Starting Price (Approx.) |
| Toyota Corolla (Sedan) | Most popular compact sedan, renowned for reliability and fuel efficiency. | from €24,115 |
| Toyota Yaris Cross | The leading B-SUV in the market, blending urban agility with hybrid economy. | from €21,900 |
| Toyota C-HR | Avant-garde design featuring the 5th generation hybrid powertrain. | from €28,400 |
| Toyota RAV4 | A robust family SUV, highly sought after in both Hybrid and Plug-in versions. | from €38,500 |
| Lexus LBX | The new premium entry-point; a luxury city crossover gaining rapid traction. | from €35,500 |
Prices may vary depending on local promotions and the Rabla 2026 program.
Lexus in Romania
The group's premium brand has also gained ground in our country, with the Lexus LBX model (the smallest SUV in the range) quickly becoming a success thanks to its more affordable starting price for the luxury segment (approx. €35,000 - €38,000). The NX (from approx. €61,000) and RX (from approx. €80,000) models remain the brand's mainstays for customers looking for hybrid comfort and refinement.
Toyota's strategy of not betting everything on a single technology, but of offering efficient hybrid solutions alongside electric models, proved to be the "winning card" in 2025. With a growing market share and a range of models covering all segments, the Japanese group seems unstoppable in 2026 as well.