Lexus Announces Record-Breaking 2025 Full Year Sales Results

[Gecko]

Lexus announces best-ever full-year sales result in the company’s history


Total 2025 sales of 370,260 vehicles, up 7.1% on a volume basis and up 7.5% on a DSR basis


Year-end electrified vehicle sales of 131,851—an all-time best ever—up 7.2%


Best-ever year for NX Hybrid, NX Plug-in Hybrid, GX, RX Plug-in Hybrid, and the TX family



The results are in and Lexus USA posted year-end 2025 sales of 370,260 vehicles, up 7.1% on a volume basis and up 7.5% on a DSR basis over 2024. For the fourth quarter, Lexus division reported sales of 99,685 vehicles, up 2.3% on a volume basis and up 2.3 percent on a DSR basis.
With a healthy mix of sizes and powertrains, Lexus’ SUV and CUV lineup drove the company to record North American sales with NX, RX, GX, and TX...

Continue reading...

 

[Kelvin2020]

Sales have become the only fig leaf they have left.

 

[mikeavelli]

Sales have become the only fig leaf they have left.

I mean that is what matters. No one can deny the results.

TX sold 60k units. 7k in December. Unreal

 

[arrow1982]

No matter how much car enthusiasts dislike the reality, but SUVs sell. And what Lexus is doing is actually working. They sell stuff and make money. They don't need to make 10 different RWD sedans that no one will actually buy.

Not that I like SUVs all that much, and I don't like the current Lexus lineup. But they do what the market wants.

Time to admit they actually got it right.

 

[KOHIPEET]

Most likely a record year for Europe in 2025 as well (the LBX alone sold 21k in 9 months). They're still small in the EU, but yeah, their SUVs sell really well. In this light, the lack of real effort put into their sedans is kind-of makes sense.
I wonder if they'd put as much effort into their sedans as they do into their SUVs, would those sell good too?

 

[Gor134]

I wonder if they'd put as much effort into their sedans as they do into their SUVs, would those sell good too?

Sparse, yet consistent sales of the IS makes me think a fully new IS that kept the competitive pricing, compact body styling would sell really well. In it's current form.. I really feel like the engine options are what's holding it back from higher sales volume TBH.

 

[KOHIPEET]

Sparse, yet consistent sales of the IS makes me think a fully new IS that kept the competitive pricing, compact body styling would sell really well. In it's current form.. I really feel like the engine options are what's holding it back from higher sales volume TBH.

The IS is actually pulling crazy numbers for a platform that old. It's one of the few sedan segments that somehow are still holding on, so I'm too, expecting a full, new IS next year.

 

[LCLFV]

No matter how much car enthusiasts dislike the reality, but SUVs sell. And what Lexus is doing is actually working. They sell stuff and make money. They don't need to make 10 different RWD sedans that no one will actually buy.

Not that I like SUVs all that much, and I don't like the current Lexus lineup. But they do what the market wants.

Time to admit they actually got it right.

Except that's not what really happened. What really happened is Lexus had already spent billions on a product lineup consisting of an unreleased new GS and IS and flagship RWD crossover with a new RWD platform and a new TTV8 to put in those cars alongside the LS and LC already sitting on that platform. And none of that was ever released. All we have left remaining to show for all this money spent now is the Toyota Mirai (a corpse of the cancelled GS) which is the equivalent of Akio flipping the bird at the entire Lexus product development team after burning their money and stealing the LFR from them (while also going on record to assure the motoring press that its TTV8 will never be put in a Lexus).

Lexus corporate does not have some "master plan" that resulted in this current sales success. TX would have never even been made had Lexus USA not taken action into its own hands and pleaded with their Japanese masters. Now the Japanese masters are about to shoot themselves in the face again with an ES EV at a time when they can't give the RZ away with cash on the hood, as they for whatever reason are trying to globally reposition Lexus as an EV tech brand ("Luxury Space"), and would gladly flush away the still very strong ES consumer base in the US in exchange for the Chinese market, at a time when the Chinese market is starting to completely reject all foreign brands in favor of their own home-grown ones. Would not be surprised if Lexus USA is pleading with Akio not to give the same treatment to their bread and butter RX and NX right now as I type this.

 

[ssun30]

Go drive any Lexus hybrid SUV and try another brand, and you will understand why they get these kind of sales. If you want a gas car, go to another brand. If you want a hybrid, your choices are limited to basically Toyota or Lexus. I think the real magic here is convincing people that the Lexus badge is worth the extra cost vs. the base Toyota model. The "Toyota+" business model actually worked.

I haven't tried hybrids from Korean brands and I heard they are getting very close to THS. European brands are a complete mess including their PHEV models.

 

[LCLFV]

Interestingly RX sales are slightly down this year and NX barely went up, the real star was the TX which more than doubled its sales volume. GX had a strong performance too.

Once again, pat on the back for the folks at Lexus USA for successfully convincing corporate to let them make the TX. Speaks to their understanding of this market and Lexus Japan's lack of it when they gave them such a tiny development budget for the TX that barely disguises its Grand Highlander roots.

 

[LexDDas]

Interestingly RX sales are slightly down this year and NX barely went up, the real star was the TX which more than doubled its sales volume. GX had a strong performance too.

Once again, pat on the back for the folks at Lexus USA for successfully convincing corporate to let them make the TX. Speaks to their understanding of this market and Lexus Japan's lack of it when they gave them such a tiny development budget for the TX that barely disguises its Grand Highlander roots.

You have to keep in mind that the RX and NX are much "older" now than the TX. Both are do for a facelift to update design, and sales will spike again. The TX was on a stop sale for so long that I wonder if that is why the sales are doubling for it now. Also, the TX was a long overdue needed model. I'm sure its sales will stay high as everyone who left Lexus for other brands with 3-row crossovers finally come back.

But I do agree that it's crazy that one of the most rebadged Lexus models, the TX, is selling the best. Makes me a bit annoyed because it'll give Lexus an excuse to keep glossing up some Toyotas and calling it a day.

 

[Ian Schmidt]

But I do agree that it's crazy that one of the most rebadged Lexus models, the TX, is selling the best. Makes me a bit annoyed because it'll give Lexus an excuse to keep glossing up some Toyotas and calling it a day.

Lexus has always had that big split between the rebadge volume models (ES, NX, RX, TX, GX, LX) and the more bespoke enthusiast/halo models (IS, GS, LS, SC, RC, LC).

The bean counter slide towards rebadges has been slow but steady in hindsight. You can see it most clearly in the fate of models that used to have a Toyota twin and became Lexus-exclusive. The GS and IS both lost their Toyota twins in 2005 and it looks like both may only get one more full generation after becoming Lexus-exclusive.

 

[blkeyed]

Don't forget the grand highlander sells pretty well but I honestly hate the TX and the rebadge idea I think a lexus in house design would have done better but am just a fan I don't have all the insights of the business or all the facts or numbers they do and this is whats important the numbers more money to put into the brand. Hopefully 2026 will be a better year than 2025

 

[CRSKTN]

Sales are only half the story, if even that. Everything comes at a cost. Good sales may not be good enough and trends may not be favorable.

 

[mediumhot]

Lexus has always had that big split between the rebadge volume models (ES, NX, RX, TX, GX, LX) and the more bespoke enthusiast/halo models (IS, GS, LS, SC, RC, LC).

The bean counter slide towards rebadges has been slow but steady in hindsight. You can see it most clearly in the fate of models that used to have a Toyota twin and became Lexus-exclusive. The GS and IS both lost their Toyota twins in 2005 and it looks like both may only get one more full generation after becoming Lexus-exclusive.

I do not consider RX the rebadge. It was OG Lexus CUV that was later based of Highlander and badged as Harrier in Japan for obvious reasons. Todays RX modifications are so big compared to Toyota's counterpart that it can't be considered as a rebadge. NX on the other hand even smells like Toyota but itself has some good modifications but not as great as RX.

 

[LCLFV]

But I do agree that it's crazy that one of the most rebadged Lexus models, the TX, is selling the best. Makes me a bit annoyed because it'll give Lexus an excuse to keep glossing up some Toyotas and calling it a day.

The point isn't that the TX is a thinly veiled badge swap of the Grand Highlander - nobody can deny that - it's that Akio and the rest of Toyota HQ in Japan have such little understanding (or interest) in the American market that they saw little importance in the three-row crossover segment and thus allocated a very limited budget when creating the TX, forcing Lexus USA to have to keep most of the Grand Highlander roots intact. Toyota Japan literally do not care and had Lexus USA not lobbied the hell out of this project the TX would have never been made. It is a stark, stark contrast from the days of the LS400 where Lexus sent their best engineers and designers to live in America to acquire the understanding to create a car that specifically satisfied the needs of the American market.

Compare this with the new ES which, despite sitting on TNGA-K, had tremendous money put into it to differentiate it from the rest of the current Toyota and Lexus lineup both in its design and tech and powertrains. Yes, it is probably uncompetitive as an EV, but it's obvious that much more resources were allocated into its development than the TX. But in the context of the American market, this is a car that will likely alienate the majority of existing ES customers (according to last year's sales roughly 60% of all ES buyers are still buying the internal combustion version, not the hybrid - and I would wager the majority of those are V6 buyers), and its success in China is dubious at best since by becoming EV it now competes in a much more crowded space than it used to be in.

What I'm saying is that Lexus was successful in the US this year despite Akio and Co's control, not because of it. This again all comes down to the folks at Lexus USA doing their best damage control with the few resources that they were given. Hell, I think the only reason the IS is even able to sell in any decent quantity nowadays is because of the halo effect of the IS500 - again the brainchild of Lexus USA. I don't know how long this status quo will last but I feel like there is much, much more internal turmoil than we realize.

 

[jgannon]

The point isn't that the TX is a thinly veiled badge swap of the Grand Highlander - nobody can deny that - it's that Akio and the rest of Toyota HQ in Japan have such little understanding (or interest) in the American market that they saw little importance in the three-row crossover segment and thus allocated a very limited budget when creating the TX, forcing Lexus USA to have to keep most of the Grand Highlander roots intact. Toyota Japan literally do not care and had Lexus USA not lobbied the hell out of this project the TX would have never been made. It is a stark, stark contrast from the days of the LS400 where Lexus sent their best engineers and designers to live in America to acquire the understanding to create a car that specifically satisfied the needs of the American market.

Compare this with the new ES which, despite sitting on TNGA-K, had tremendous money put into it to differentiate it from the rest of the current Toyota and Lexus lineup both in its design and tech and powertrains. Yes, it is probably uncompetitive as an EV, but it's obvious that much more resources were allocated into its development than the TX. But in the context of the American market, this is a car that will likely alienate the majority of existing ES customers (according to last year's sales roughly 60% of all ES buyers are still buying the internal combustion version, not the hybrid - and I would wager the majority of those are V6 buyers), and its success in China is dubious at best since by becoming EV it now competes in a much more crowded space than it used to be in.

What I'm saying is that Lexus was successful in the US this year despite Akio and Co's control, not because of it. This again all comes down to the folks at Lexus USA doing their best damage control with the few resources that they were given. Hell, I think the only reason the IS is even able to sell in any decent quantity nowadays is because of the halo effect of the IS500 - again the brainchild of Lexus USA. I don't know how long this status quo will last but I feel like there is much, much more internal turmoil than we realize.

Lot's of complaining about the leadership of Toyota and Lexus lately, if things were as bad as they are being portrayed how did this happen:

• • Lexus announces best-ever full-year sales result in the company’s history
  • Total 2025 sales of 370,260 vehicles, up 7.1% on a volume basis and up 7.5% on a DSR basis
  • Year-end electrified vehicle sales of 131,851—an all-time best ever—up 7.2%
• Best-ever year for NX Hybrid, NX Plug-in Hybrid, GX, RX Plug-in Hybrid, and the TX family

 

[mediumhot]

Lot's of complaining about the leadership of Toyota and Lexus lately, if things were as bad as they are being portrayed how did this happen:

• • Lexus announces best-ever full-year sales result in the company’s history
  • Total 2025 sales of 370,260 vehicles, up 7.1% on a volume basis and up 7.5% on a DSR basis
  • Year-end electrified vehicle sales of 131,851—an all-time best ever—up 7.2%
• Best-ever year for NX Hybrid, NX Plug-in Hybrid, GX, RX Plug-in Hybrid, and the TX family

Well we all know how that happened, overall msrp is drastically lower compared to competition. Lexus current average msrp for their base trim SUV models is 60k while for BMW its 76k, that' close to 30% difference. If we drop out the cheapest X1/UX and the most expensive XM/LX dedicated models in their base trims the readout about 25%.

Sales of PHEV are nothing spectacular. NX PHEV is in ballpark of Mitsubishi Outlander PHEV sales. Shame we don't have Mazda CX90/70 PHEV breakdown but we do in Australia: Mazda CX90 PHEV 1029, CX80 PHEV 971 while Lexus NX PHEV did 744 and RX PHEV did 507 respectively.

Mazda USA sold almost as many CX90/70 as Lexus did NX in 2025 while BMW outsold them both with 10% more expensive base trim msrp X3.

 

[ssun30]

Lot's of complaining about the leadership of Toyota and Lexus lately, if things were as bad as they are being portrayed how did this happen:

TMC made a lot of mistakes, but competitors made bigger mistakes. The market clearly wants hybrids more than BEVs. That made all the difference. But "making hybrids" isn't a genius decision by the leadership recently. They have been doing that since 30 years ago.

Sales of PHEV are nothing spectacular. NX PHEV is in ballpark of Mitsubishi Outlander PHEV sales. Shame we don't have Mazda CX90/70 PHEV breakdown but we do in Australia: Mazda CX90 PHEV 1029, CX80 PHEV 971 while Lexus NX PHEV did 744 and RX PHEV did 507 respectively.

All Japanese PHEVs basically use the same Panasonic battery cell model. The supply of that model is heavily constrained and the cost of production is very high (~$400/kWh). Toyota's supply problem should be resolved by their North Carolina plant.

 

[LCLFV]

Lot's of complaining about the leadership of Toyota and Lexus lately, if things were as bad as they are being portrayed how did this happen:

• • Lexus announces best-ever full-year sales result in the company’s history
  • Total 2025 sales of 370,260 vehicles, up 7.1% on a volume basis and up 7.5% on a DSR basis
  • Year-end electrified vehicle sales of 131,851—an all-time best ever—up 7.2%
• Best-ever year for NX Hybrid, NX Plug-in Hybrid, GX, RX Plug-in Hybrid, and the TX family

I think the point flew right over your head. Without the TX, which was the brain child of Lexus USA and not their Japanese counterparts, Lexus US sales would actually be down this year.

Lexus sold an additional 28,706 TX's this year over last year. Subtract that amount from the 2025 annual Lexus sales (370,260) and you end up with 341,554 vehicles sold - less than last year's 345,669 sold.

Listening to Akio is a loser strategy.