Toyota Says Reliability and High Resale Value Are Key Advantages Against Chinese EV Rivals

In 2025, the Toyota Group (including Lexus) sold over 10.5 million new vehicles globally, securing the top spot worldwide for the sixth consecutive year. Including its subsidiary Daihatsu, Toyota’s total sales reached approximately 11.2 million units—about 2.5 million more than Volkswagen Group, which ranked second with roughly 8.7 million units sold (excluding heavy commercial vehicles). Meanwhile, Chinese automakers accelerated their global rise: BYD delivered 4.6 million vehicles in the year, up 7.72% year-over-year, ranking sixth globally; SAIC Motor sold 4.5 million units, a 12.3% increase, placing seventh; and Geely Auto delivered 4.12 million vehicles, surging 26% to claim ninth place. All three Chinese automakers have now entered the global top ten by sales volume. Facing mounting competitive pressure, John Pappas, Vice President of National Sales, Marketing, and Franchise Operations at Toyota Australia, stated that Toyota’s core competitiveness lies in the global reputation built on Quality, Durability, and Reliability (QDR), which fosters strong brand loyalty. He emphasized that during periods of market volatility, consumers tend to favor trusted brands, and highlighted Toyota’s extensive dealer network, robust after-sales service, and high vehicle residual values as key advantages. Additionally, Toyota boasts a diverse global product lineup and market-specific models tailored to different regions, though the company is now planning to streamline its product portfolio. Despite its sales leadership, Toyota acknowledges it cannot rely solely on scale. Earlier this year, CEO Koji Sato warned suppliers that without aggressive cost reductions, the company could face an existential crisis, urging all employees to adopt a sense of urgency. The global auto industry is currently undergoing intense competition, with the rapid expansion of Chinese automakers posing a tangible challenge.