Toyota's Been Pumping a Lot of Iron in 2023, and the Gains Are Quite Noticeable

In 2022, our opinion was simple – the most improved brand was Honda, with the all-new HR-V for America (ZR-V across global markets), the next-generation CR-V best-seller, plus the new Civic Type R or the eleventh Accord mid-size sedan plus the Pilot three-row crossover SUV, among others. But in 2023, Toyota exceeded that without even breaking a sweat.

Let me break it down for you. Across the US market, particularly important debuts (without considering model year changes) were the arrival of the 2023 Corolla Cross Hybrid options with 196 horsepower as a substitute for the departing C-HR. The latter was revealed as an all-new second-generation model across global markets, but the nameplate won't make a return to North America because it was deemed too small for customer needs.

Another compact addition to the range was also the 2023 Prius Prime plug-in hybrid sedan, a model that not only looks futuristic but also has a 220-hp powertrain that's both sporty and efficient at the same time. The sports cars fans didn't get dissatisfied with Toyota, either, as the GR options multiplied with a trio of special editions: 2024 GR86 Trueno as an Initial D homage, the returning GR Corolla Circuit, plus the GR Supra 45th Anniversary, which obviously doesn't need any explanations.

Of course, that is not all because we are now in mid-size territory. First and foremost, Toyota presented the first-ever 2024 Grand Highlander, and the three-row crossover SUV is a better catch than its Lexus TX counterpart that is produced alongside it at the company's Princeton, Indiana plant. That wasn't the only double ensemble from Toyota and Lexus because, during the summer, we also cheered for the return of the 2024 Land Cruiser based on the same J250 setup as the 2024 Lexus GX 550.

Frankly, I bet that Toyota will experience the same level of hype surrounding the 2024 Land Cruiser as Ford did with the revived sixth-generation Ford Bronco series. Hopefully, they won't botch the launch the same way as the Blue Oval company did – and I also have seriously high expectations regarding its reliability because it's built on the same TNGA-F body-on-frame platform as many other mid- and full-size SUVs plus pickup trucks that appeared years before it: J300 Land Cruiser, J310 Lexus LX, XK70 Tundra, XK80 Sequoia, and the N400 Tacoma.

Speaking of the latter, the all-new mid-size pickup truck is yet another bright star in Toyota's galaxy of heroes that arrived in 2023, and the first deliveries are already underway. Now, the thoroughly redesigned Tacoma has an uphill battle – recapture the sales lead from the all-new Chevrolet Colorado and fight off new field entries like the latest Ford Ranger (and its Ranger Raptor flagship). It will be interesting to see which mid-size model will be the absolute sales powerhouse for Toyota in 2024 – either the Land Cruiser or the N400 Tacoma.

That's not all, of course. Instead, the Japanese automaker also attacked the 2025 model year roster already – back in November at the 2023 Los Angeles Auto Show, the company presented the ninth generation of its best-selling mid-size sedan. The 2025 Camry will arrive in North America exclusively as a hybrid model, and for the first time, it will have an AWD hybrid setup with up to 232 horsepower under the hood. Additionally, the company also gave us something to be displeased of – they also introduced the 2025 Crown Signia, a veritable crossover SUV acting as the new five-seat flagship of the range.

The relatively good news is that the Crown series now has a proper crossover SUV instead of a sedan on stilts, but the massively lousy information is that the 2025 Crown Signia will replace the 2024 Venza. Suppose you don't mind me saying so. In that case, this subtle crossover SUV is one of the most underrated Toyotas in America – it has a starting MSRP of less than $35k (without destination, true) and is sold exclusively as a hybrid with up to 40 mpg and 219 horsepower from the electrified 2.5-liter powertrain. By comparison, the 2024 Highlander Hybrid starts from $40,720, delivers up to 36 mpg, and is only marginally more powerful at a pony count of 243 hp.

Naturally, all that remains is to ask: "What comes next?" If we are to believe the rumor mill and our spy photographer partners, the Japanese carmaker won't slow down anytime soon in 2024. Instead, we will see new and exciting stuff like the 2025 GRMN Supra, a potential 'baby' Land Cruiser giving a hard time to the Ford Bronco Sport in the compact SUV sector, more EVs alongside the bZ4X, and potentially even a revival or two if we are to trust the gossip across the rumor mill – either the MR2 or Celica nameplates will return and Toyota might finally attack the unibody compact pickup truck sector with a Stout rebirth or a derivative of the Corolla Cross CUV.