2024 4Runner Sales Decline, but Toyota’s Iconic Off-Roader Still Draws in Enthusiasts

The End of an Era: 4Runner Sales Dip, But Enthusiasm Remains

The fifth-gen 4Runner may have hit the road’s end, but Toyota’s sales numbers tell a different story. Despite a brand-new, more modern model just around the corner, over 91,000 shoppers still went home with the 4Runner in 2024. And, surprisingly, this isn’t a last-minute rush to get the old model before the new one arrives – in fact, sales dropped around 23% from 2023, when Toyota moved more than 139,000 4Runners.

A Decline, But Not a Demise

While it’s true that Toyota only shifted 60 4Runners in December nationwide as the brand phased out the old model, the 92,156 units sold in 2024 mean the 4Runner remains arguably Toyota’s most popular enthusiast model. Compare that to the GR86, with just 11,426 sales, or the Supra, with a paltry 2,615 examples sold – and it’s clear why Toyota prioritizes its 4Runner lineup.

Competition Heats Up

While Toyota’s sales may have dipped, its competitors are still going strong. Ford shifted just over 109,000 Broncos in 2024, while the Jeep Wrangler surpassed that mark, with over 113,000 sales already recorded in Q3. With the yearly trend suggesting around 35,000 sales per quarter, it’s possible the Wrangler will reach an impressive 150,000+ sales by year’s end.

What’s Next for the New 4Runner?

As Toyota prepares to release its new model, one thing is certain – it has big shoes to fill. With serious off-roaders and commuters alike eagerly awaiting its arrival, nothing can be taken for granted, especially given Toyota’s rocky start with electrifying its 4×4 lineup. Will the new 4Runner live up to the hype? Only time will tell.