Strong Demand for the 2026 Toyota RAV4
Toyota is witnessing an overwhelming response from Australian consumers for its new 2026 RAV4 model. More than 10,000 Australians placed orders before even seeing the vehicle in person or taking a test drive. The company is optimistic that at least 30,000 more will follow by the end of this year. This strong demand highlights the continued popularity of the RAV4 and its potential to dominate the market.
Toyota is aiming to deliver 40,000 RAV4s to customers by the end of 2026, with over 90% of these being the new model. The goal is to maintain its position as Australia’s best-selling SUV. Looking ahead, the company plans to sell more than 50,000 units next year, potentially making the RAV4 Toyota’s most popular model. If the current top-selling Ford Ranger ute faces any challenges, the RAV4 could become the first SUV to top Australia’s annual new-car sales charts.
High Expectations for the Plug-in Hybrid Version
Despite not arriving in showrooms until after mid-year, nearly one-in-three RAV4s sold this year is expected to be the plug-in hybrid (PHEV). Prices for this model start at over $60,000, which is significantly higher than the standard hybrid version. However, the high price has not deterred interest, as the PHEV is anticipated to make up around 30% of RAV4 sales this year.
John Pappas, Toyota Australia’s sales and marketing boss, shared insights into the success of the new RAV4. He mentioned that over 10,000 orders were collected between December and the start of deliveries. “It’s only been just over a week now that we’ve wholesaled the car,” Pappas said during a media preview in Tasmania. “I had a meeting this morning with my team in Melbourne, and I’m already hearing that the feedback and even this month on RAV4 is going very strong.”
Sales Trends and Future Projections
RAV4 sales have dropped by 72% so far this year due to the depletion of stock for the outgoing model. However, this decline is expected to reverse with the arrival of the new generation in late March. Toyota is targeting more than 40,000 deliveries for the RAV4 in 2026, a figure that becomes more impressive when considering the January to March tally of 3,842 compared to 13,802 over the same period in 2025.
“We won’t have a 12-month window in 2026 to get to the levels we were at last year, and that’s why we’re planning on 40,000 this year,” Pappas explained. “Next year, we will be above 50,000 on RAV.” Last year, Toyota reported 51,947 RAV4s sold by 31 December, down from 58,718 the previous year as the model aged and its successor approached.
Potential Shift in Top Seller Status
While the RAV4 is not expected to be Toyota’s top seller in 2026, the company anticipates delivering more than 50,000 examples of the recently-overhauled HiLux ute. However, a shift back to the RAV4 as the top seller is forecasted for 2027. The RAV4’s potential to surpass the Ford Ranger, which sold 56,555 units in 2025, remains uncertain.
“Based on our sales estimates, we think RAV will be number one for us next year, because we know what we’re doing,” Pappas said. “We don’t know what the market’s going to do, so it’s not right for me to say that, you know, because I don’t know what others are going to do, but for us, we think it will be our number-one selling car.”
Pricing and Model Variants
Pappas did not specify the demand split between regular hybrid models from the first batches of orders. However, he noted that nearly one in three of the 40,000 RAV4s due to leave dealer floors this year is expected to be a plug-in hybrid. “We expect that around 30 per cent of our RAV4 sales this year will be the plug-in hybrid, roughly,” he said. “If we’re seeing that we’re getting a reflection of more than that rate, then obviously we’ll work with TMC [Toyota HQ in Japan] on trying to lift that composition in our supply for 2027.”
The cheapest RAV4 plug-in hybrid is the $66,340 plus on-road costs XSE, which is about $8,000 more than an equivalent ‘plug-less’ hybrid and $20,000 dearer than the cheapest new RAV4 of any kind. “Wait till you see the plug-in hybrid,” Pappas said when asked if the high price is a concern for demand. “We’ve obviously got now that coming in two-wheel and all-wheel, and it’s coming in a new halo grade, which is the GR Sport. … I’m sure once you see it and it, you’ll appreciate why I’m saying we think that it’s going to be around 30 per cent of our RAV sales.”
