Toyota isn't just winning the battle for Hispanic consumers — it's dominating the nation's second-largest ethnic group, in a triumph that's more than 30 years in the making.
The brand accounted for five of the top six nameplates sold to Hispanics in 2022, according to U.S. new-vehicle registration data from S&P Global Mobility.
The Toyota RAV4 crossover led the way, followed by the Corolla and Camry sedans in third and fourth place, the Tacoma pickup in fifth and the Highlander crossover in sixth. Only Chevrolet's Silverado pickup, at No. 2, stopped Toyota from a clean sweep of the upper ranks.