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Toyota Finishes Off 2025 Strong, But Predicts Tough Year Ahead
Toyota, the No. 2 automaker in the U.S. by sales, defied an industrywide downturn in the final months of 2025, posting an 8% sales gain.
But the Japanese company’s North America division lost money in the six months ended Sept. 30, and this year could be challenging. Toyota executives expect price increases across the industry in 2026, saying companies will have to pass along some tariff costs by raising prices.
“I think it’s fair to say the entire industry is not priced up for tariffs. There’s been some price increases, but not a lot, and not a lot of brands have gone all in,” said David Christ, Toyota’s U.S. sales chief. “We’re taking it kind of month by month, and we’re watching it very closely.”
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