The Toyota RAV4 was about to mark 10 years in a row as the best-selling "not a pickup" in the United States. A botched product launch affected sales in a big way early this year, and as we progress through 2026, there are signs of a recovery. But they're small signs, and that's not good when your main competitor is charging up the sales charts like crazy.

 

At this point, Toyota will need a run of record-setting months if the company wants to catch the Honda CR-V this year.