Toyota Motor Corporation is approaching its 70th year of selling automobiles in the United States. Its success is unrivaled.

The Toyota Corolla compact sedan is the best-selling car in history. The Toyota Prius is perennially the country’s best-selling hybrid. In 2024, the Toyota RAV4, the carmaker’s compact sport utility vehicle, was the country’s third best-selling vehicle. It was also the most purchased vehicle not a pickup truck.

But not all Toyotas have fared well. The Echo (2000-2005), Paseo (1991-1998) and Sera (1990–1996) were flops. But the Japanese manufacturer also knows well how to capitalize on success. Since about 60 percent of all vehicles sold in the U.S. last year were SUVs, Toyota now sells 15 makes and models.

The Toyota Crown Signia is its latest. The 2025 model is t

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