The sixth-gen RAV4 has big shoes to fill

Later this year, the Toyota RAV4 will be replaced by an all-new, hybrid-only model. The current, fifth-generation RAV4 went into production roughly seven years ago, so the time is right for a replacement. 

Often, sales of an older model dry up towards the end, but the fifth-gen RAV4 is still a huge seller in the United States and beyond, based on the latest sales figures reported by Toyota. It continues to register better sales than several newer rivals, some of which outclass the RAV4 in specific areas. Globally, the RAV4 recently reclaimed the title of best-selling model from the Tesla Model Y.

Let’s take a look at the current RAV4’s sales.

Related: Toyota RAV4 Generations Overview: Evolution Of The Crossover Pioneer

Still The Sales Chart Boss

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In September, Toyota sold 36,599 units of the RAV4, a 16.9% increase over sales in the same month a year ago. For the entire year so far, the RAV4 has hit 358,134 sales, 2.2% more than the same period in 2024.

The fact that RAV4 sales are still increasing this late in its life cycle is a tremendous achievement, and underscores the enduring popularity of the model.

For years, the RAV4’s main rival has been the Honda CR-V, which entered a new generation three years ago. Last month, the CR-V hit sales of 28,549 units, and it has so far sold 307,501 units for the year—over 50,000 units short of the RAV4’s tally, despite the Honda being a few years newer.

Nissan’s Rogue is another popular compact crossover, but its year-to-date sales of 161,824 is less than half that of the RAV4’s. Just ahead of the Rogue is the Hyundai Tucson, on 165,239 units for the year.

Ultimately, the RAV4 is still America’s favorite compact crossover, despite its age and the presence of flashier, newer rivals, some of which offer more space (CR-V) and driving enjoyment (CX-5).

New RAV4 Adopts Hybrid-Only Power

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For all the new RAV4’s enhancements, the main change is its use of hybrid-only powertrains. The base model will have 226 horsepower, and a GR Sport variant with 320 hp and a plug-in hybrid setup will top the lineup. 

Toyota has just said that electrified models are nearing 50% of its total sales mix. If the new RAV4’s sales continue the current model’s brilliant run, Toyota will officially be selling more electrified models than gas-only ones. That includes EVs, but since the BZ’s sales are so low (only 61 units sold in September), we’re mostly talking about hybrids.

Related: Toyota Can’t Stop Winning: U.S. Buyers Fuel 8-Month Sales Surge

Brand Loyalty Still Matters

What the fifth-gen RAV4’s sales show us is that Toyota’s brand recognition and customer loyalty can overcome any shortcomings in an older product. In a new J.D. Power brand loyalty study, Toyota emerged as the number 1 mass-market brand—this means more people are staying with Toyota when replacing their cars relative to any other mass-market brand.

Honda was next on the list, although its SUVs actually have a higher loyalty rate than any other brand.

The new RAV4 will arrive imminently, continuing the nameplate’s unfaltering legacy, and taking it further into the electrified era. Until that happens, the fifth-gen model is happy to keep Toyota at number 1 in the compact crossover class.