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Tokyo, November 1, 2026 – Toyota Motor Corp saw global sales fall 2.2% in September, totaling 860,107 vehicles, as persistent weakness in China and the Middle East overshadowed gains in the United States and Japan.
The decline marked the automaker’s third consecutive monthly drop, underscoring mounting challenges in key international markets.
Production also contracted, slipping 3.2% to 889,079 units.
The figures, which include Toyota’s luxury brand Lexus, highlight a broader slowdown across the company’s global footprint.
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China remained the sharpest drag on performance.
Sales plunged 19.7%, the eighth straight monthly decline, as rising fuel costs eroded demand for petrol and hybrid models.
Production in the country fell 18.6%, reflecting the depth of the downturn and intensifying competition from domestic electric vehicle makers.
The Middle East added further pressure, with sales collapsing 29.8%.
Analysts point to regional economic strains and shifting energy market dynamics as factors weighing heavily on consumer demand.
By contrast, Toyota’s performance in the United States was robust.
Sales rose 8.4%, making North America the company’s strongest market in September.
Production in the U.S. dipped slightly, down 2.9%, but demand remained resilient, buoyed by steady consumer confidence and appetite for SUVs and trucks.
In Japan, Toyota recorded a modest 1.8% increase in sales, while production rose 5.8%.
The domestic market offered stability, helping offset some of the global weakness.
The uneven results highlight Toyota’s balancing act strong demand in the U.S. and steady growth at home are being undermined by structural declines in China and volatility in the Middle East.
With three consecutive months of falling sales and production, the automaker faces mounting pressure to recalibrate its strategy, particularly in China, where consumer preferences are shifting rapidly toward electric vehicles.
Looking ahead, Toyota’s ability to stabilize output and adapt to changing market dynamics will be critical.
September’s figures underscore the urgency of that challenge, as the company navigates diverging regional trends and intensifying global competition.
