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Toyota not worried about Chinese competitors
TOYOTA is not focused on outselling new Chinese competitors with its sixth-generation RAV4 and is instead focused on providing as much value for customers as possible, according to Toyota Australia vice president of national sales, marketing, and franchise operations John Pappas.
Speaking with GoAuto at the national media launch of the 2026 Toyota RAV4 in Tasmania this week, Mr Pappas said the Japanese importer is not focused on what Chinese competitors are doing, electing instead to do the best it can to sell as many examples of the new RAV4 as possible.
“We respect our competitors, but we can’t control what they do,” he stated.
“What we are focused on is the RAV4 itself. We believe this year we will sell over 40,000 (examples of the vehicle).
“Next year we are planning to do over 50,000 (units) and again, depending on how the demand goes and based on that 50,000 whether or not we can do more.
“We are very confident in where RAV4 is right now – and where it is about to go to based upon the fact this all-new vehicle provides exceptional value to our customers.
“We cannot control what the competitors do. So, we are not here to comment on how many cars they are going to sell or what they are going to do.
“All we can comment on is what we are doing with the RAV4.”
Mr Pappas said that Toyota is also leaning on its ownership experience to remain competitive in an expanding market.
“For us, it is not just about selling 50,000 RAV4s or 210,000 cars. It is about us providing a full ownership experience for our customers,” he told GoAuto.
“It is about investing in the aftersales (support), in parts, and in our distribution networks. It is investing in making sure that we have got great warranty programs and that we have got great resale values for our cars based on the trust that we have in our brand.
“It is a whole ecosystem for Toyota – and that is what is important.
“We have got over 270 dealers, and we pride ourselves on having the best dealer network in the country – the best representation across Australia.
“That is what Toyota is about – representing society in all parts of our vast country. The peace of mind it provides to our customers knowing we've got them covered.”
While the sales targets for the all-new RAV4 may seem high, it is worth noting that the entrant has consistently found itself at the pointy end of Australian sales charts in recent years.
In 2025 it was Toyota’s best-selling model and Australia’s second best-selling model overall – with 51,947 examples sold – as well as being the top-selling vehicle that was not a ute.
Toyota also dominates the charts when it comes to vehicle sales among manufacturers…
Last year, the Japanese marque sold 239,863 vehicles in Australia, more than 53,000 sales greater than second-placed Ford and third-placed Mazda combined.
However, since the outgoing fifth-generation RAV4 landed on Australian shores back in 2019, new Chinese competitors have flooded the local market.
These entrants have also proven successful when it comes to sales with BYD, GWM, and the Chinese state-owned MG Motors all making their way into the Top 10 list last year.
It is no secret that Chinese brands have many legacy marques – Toyota included – beaten when it comes to low price tags.
GWM, for instance – which placed seventh among Australia’s best-selling marques last year – rivals Toyota’s RAV4 in the mid-size SUV space with its Haval H6 in hybrid specification.
Compared with the RAV4’s $45,990 price tag before on-road costs for the entry-grade GX 2WD, GWM asks $40,990 driveaway for the cheapest Haval H6 Hybrid.
Even in plug-in hybrid guise – priced from $44,990 drive away – the H6 is still cheaper than the entry-level RAV4’s price tag.
Earlier this month Toyota realigned its 2026 sales targets as a brand for Australia.
Having initially forecast 200,000 sales for the year, Toyota is instead targeting over 210,000 sales.
Should Toyota exceed 200,000 vehicle sales in Australia in 2026, it will become the fifteenth consecutive year in which the brand has exceeded that milestone.