After a 51% Surge, Land Cruiser Sales Are Sliding in 2026

Toyota sold 43,946 Land Cruisers in the U.S. in 2025, 50.9% more than in 2024, but the SUV has given back much of that gain this year, with sales down 24.0% through September.

The slowdown started before 2025 was over. December sales fell 41.2% to 3,174 from 5,399 a year earlier, and through the first nine months of 2026 Toyota sold 26,697 Land Cruisers against 35,146 in the same period of 2025. September offered the first sign of a turn, with sales up 45.2% to 3,115 from 2,145.

Toyota’s full-year 2025 sales release put the Land Cruiser Hybrid on its list of the Toyota division’s best-ever models for the year. The Land Cruiser is sold only with the i-FORCE MAX hybrid, so the release counts all 43,946 of last year’s sales toward Toyota’s electrified total, and the 2025 figure grew from a 2024 base of 29,113.

The 4Runner tells a different story this year. It rose 7.6% to 98,805 in 2025, and through September 2026 it has already reached 107,987, a 61.2% gain that puts it past its entire 2025 total, according to Toyota’s third-quarter sales summary. Toyota’s releases don’t explain the Land Cruiser’s decline.

Toyota has changed the Land Cruiser very little since its return. Kelley Blue Book reported last September that the 2026 model arrived with no changes at all, not even a new paint color. The 2027 model adds an available high-mounted air intake, heated and ventilated second-row seats and a new black color called Inked, and the base Land Cruiser 1958 starts at $57,880 before a $1,450 dealer processing and handling fee.

The Toyota Report Take

Some of the 2025 surge was probably pent-up demand for a heavily hyped comeback, and a cooler 2026 was always likely once the early buyers had their trucks. What should worry Toyota is the comparison inside its own showroom, where the 4Runner, built on the same TNGA-F platform, is growing fast while the Land Cruiser shrinks. The 2027 updates are welcome, but they are small, and the strong September will need to become a trend before anyone calls this a recovery.