Toyota was the top-selling domestic EV brand in Japan for the first time

Toyota is the largest automaker in Japan, but for the first time, it finally overtook Nissan as the top-selling domestic EV brand.

Toyota takes over as Japan’s top domestic EV brand

Wait, Toyota is actually selling electric vehicles? That’s right. For the first time, Toyota became top dog in Japan’s domestic electric vehicle market.

According to the latest data from the Japan Automobile Manufacturers Association, domestic EV sales rose 1.6% in 2025 to 60,677 units.

In the final three months of the year, Toyota ranked first among domestic brands after launching its new and (much) improved electric SUV.

Toyota sold 3,448 bZ4X models in Japan in the fourth quarter, up over 2,100% from Q4 2024. According to Nikkei, the sales surge was enough for it to overtake Nissan as the top-selling EV brand in Japan for the first time on a quarterly basis.

Honda ranked second after launching the N-ONE e in September, followed by Nissan, which dropped to third among domestic brands.

Nissan has held the title for about 15 years, but Toyota’s upgraded electric SUV appears to be finally catching on with buyers.

Toyota launched the new bZ4X in Japan in October, with a 25% increase in range (746 km), making it the longest-range domestic EV.

It also features faster charging speeds, a revamped interior and exterior, added features, and it’s cheaper than the outgoing model, starting at 4.8 million yen ($30,600).

Electrek’s Take

After its first EV, the bZ4X, failed to make an impression, Toyota is taking another crack at it. The bZ4X received much-needed improvements where it matters most, with a longer driving range, faster charging, and more.

Can Toyota replicate the success in overseas markets like Europe and the US? Toyota sold 15,609 bZ (bZ4X) models in the US last year, but it has a slate of new electric SUVs arriving that could help turn things around.

The 2026 Toyota bZ is among the most affordable EVs in the US, starting at $34,900. The base model offers up to 236 miles of range, but upgrading to the XLE FWD Plus trim gets you up to 314 miles of range. That’s a pretty significant improvement over the 252 miles of range offered by the outgoing model.

Later this year, Toyota will introduce an even more affordable electric SUV, the 2026 C-HR, which is expected to start at under $35,000.

In Europe, Toyota is launching several new electric SUVs across multiple segments, including the updated bZ4X, C-HR+ (C-HR in the US), and Urban Cruiser.

Will Toyota’s new electric SUVs attract buyers overseas? In December alone, Toyota sold over 2,000 new bZ models, up 6% from the year before, despite most automakers reporting fewer EV sales. We will learn more as more sales data is released.

In the meantime, you can find Toyota’s new and improved electric SUV, the 2026 bZ4X, in your area by using the link (trusted affiliate link).