Toyota 4runner Sales Number by Year (Graph & Stats Included)

Toyota 4runner Sales banner

Toyota is the titan of Asia’s automobile industry. Founded in 1937 in Japan, it has grown into one of the biggest carmakers in the world.

Since then, it has worked to shed the image held a couple of decades ago that Japanese vehicles weren’t of the quality of their US and European counterparts.

They have done this so successfully that in the utility and outdoor space, they are seen by many as the gold standard of reliability. Indeed, we have a page dedicated to the best roof top tents for 4Runners given this prowess. 

Toyota continues to make inroads into the US and other markets in the Americas. The 4Runner is currently sold in the Bahamas, Bolivia, Canada, Chile, Colombia, Costa Rica, El Salvador, Guatemala, Panama, Peru, the United States and Venezuela. It has earned a reputation for dependability and cheap maintenance costs. The sheer number of them on the roads now also means that parts are quick and easy to source.

Here’s a breakdown of everything you’ll find out about on this page:

Toyota 4runner Sales Snapshot

Below we chart the Toyota 4Runner sales history by generation and location to get a sense of how this SUV has done and what the future might hold for 4Runner sales.

Snapshot of Toyota 4Runner Sales Data
Sales in 2023 109,951
Sales in 2022  121,023
Sales in 2021 144,696
Toyota total revenue in 2023 $308.27 billion
4Runner 5 year depreciation rate 19% - better than average

Brief History of Toyota 4runner

The seeds for the modern Toyota 4Runner were planted in 1981 when Toyota started selling a truck conversion called the Trekker. This conversion was undertaken by Winnebago Industries under license from Toyota.

Sales of the Toyota 4Runner commenced in 1984. The 4Runner has undergone 4 facelifts in its 35-year history:

  • 1984 – 1989 [First Generation]
  • 1990 – 1995 [Second Generation]
  • 1996 – 2002 [Third Generation]
  • 2003 – 2009 [Fourth Generation]
  • 2010 – Present [Fifth Generation]

The first generation 4Runner sold in the US under the 4Runner name but elsewhere in the world as the Hilux Surf. At this stage the two vehicles were very similar, and mechanically almost identical.

The second generation of 4Runner shed the image of a truck conversion and came with a fresh design specifically for their new purpose. Unlike the first generation, 4Runner sales of the second generation were mainly 4 doors.

The first two generations had not mastered the safety aspect of design. This was largely rectified in the third generation, which came with side impact beams. The third generation also marked the shift away from the Hilux platform to the larger 4Runner shape.

The fourth generation introduced a number of luxury features as standard and enhanced safety features. So much so that the US NHTSA rated Toyota 4Runner as “good” overall in 2003. This wasn’t enough to keep the competition at bay, and from 2005 sales began to fall.

This brings us to the current fifth generation of Toyota 4Runner sales. The new generation came out with a bang reversing the downward trend in 4Runner sales immediately.

The growth in Toyota 4runner sales really started to gain momentum in 2013/2014 when US monthly sales entereing the year were around 4000 and ended at 6000 units. From there sales continued an upward trend until 2018 where it plateaued at around the 10000 monthly sales.

Although the COVID pandemic and aftermath would have impacted sales, sales in 2019 were already showing signs of cooling off

Toyota 4Runner Sales by Year in USA (Graph)

Toyota 4runner sales by year graph

Toyota 4Runner Sales by Year in USA (Table)

Calendar year USA Sales
1984 6,498
1985 5,495
1986 5,564
1987 3,635
1988 20,880
1989 36,927
1990 48,295
1991 44,879
1992 39,917
1993 46,652
1994 74,109
1995 75,962
1996 99,597
1997 128,496
1998 118,484
1999 124,221
2000 111,797
2001 90,250
2002 77,026
2003 109,308
2004 114,212
2005 103,830
2006 103,086
2007 87,718
2008 47,878
2009 19,675
2010 46,531
2011 44,316
2012 48,755
2013 51,625
2014 76,906
2015 97,034
2016 111,970
2017 128,296
2018 139,694
2019 131,864
2020 129,052
2021 144,696
2022 121,023
2023 109,951

Who is buying the 4Runner?

US sales data suggests that the 4runner sells to a young, wealthy segment of the population. It’s size and versatility are appealing to young families. Buyers of the 4Runner are usually younger and wealthier than the average midsize SUV buyer.

The average age of a 4Runner buyer is 50 years and their average income is over $110,000. Data also suggests that the 4Runner is a status symbol for outdoors people, but not popular with the environmentally conscious.

The 4Runners saleability to the young wealthy segment is reinforced by some of the recent upgrades to generation 5 models, namely:

  • Improvement in technology – Toyota have been slow to join this race but the 2022 has madeup some ground by including an 8 inch touch screen, LED fog lights, powered rear glass and JBL 15 speaker audio
  • Offroad capability – Coil spring double wishbone front suspension with stabilizer at the frontand 4-link coils at the back make for smooth sailing. The 9.6 inch clearance is a big advantage too.
  • Exclusive trims – The TRD Pro edition gives the 4Runner an aspirational edge and includes premium add-ons like a moon roof and enhanced suspension

Where is the Toyota 4Runner assembled?

There are no assembly plants in the US. Toyota 4Runners come from Japan, manufactured at Toyota’s plant in Tahara, Aichi, or at the Hino Motors Plant (a Toyota subsidiary) in Hamura. This might be unappealing to some 4Runner buyers, but it does mean that quality can be assured.