• by Tanya Gazdik , Staff Writer, February 16, 2026

While many automakers were hitting numerous potholes in 2025, Toyota Motor North America found ways around them. 

The Plano, Texas-based company achieved strong U.S. sales in 2025, totaling 2.5 million vehicles for an 8% increase with a 10.3% increase in December alone. The Toyota brand saw an 8.1% increase while Lexus achieved its highest sales ever in the U.S. with a 7.1% increase. 

Of course, marketing played a significant role. By leveraging its affordable models under $30,000 with a choice of propulsion systems, Toyota solidified its position with many consumers.

Behind it all is Mike Tripp, who stepped into the role of group vice president, Toyota Division marketing, in October 2023. He is Toyota’s top marketer in North America.

The company traded its Olympics sponsorship for the NFL and Tripp championed two Super Bowl spots this year, including "Superhero Belt,” a sentimental ad focusing on the bond between a grandfather and grandson, featuring the 1997 RAV4 and the all-new 2026 hybrid RAV4, showing off the nameplate’s longevity. 

Toyota's highly effective marketing strategy is built on a "total-market" approach that emphasizes reliability, safety, and innovation while targeting a diverse, global consumer base. It clearly works, as evidenced by the tremendous U.S. sales. 

For these reasons, Tripp has been selected as MediaPost’s 2025 Automotive Marketer of the Year.

Awards will be presented April 1 at the MediaPost Marketing: Automotive conference during the New York International Auto Show at Javits Center. 

Tripp has worked at Toyota nearly his entire career, joining the automaker in 1995 after serving for six years in the Army National Guard. Prior to that he spent less than a year as a casting intern and general employment cast member at Walt Disney World.

At Toyota, Tripp started as a customer relations representative and went on to hold a variety of sales, operations and marketing-related roles at both Toyota division and Lexus.

Toyota's marketing has been a major contributor to its success globally and particularly in the U.S., says Ian Beavis, chief strategy officer for consultancy AMCI and a juror for the Marketing: Automotive awards.

“They understand their customers, anticipate their real needs and connect with them in meaningful ways,” Beavis says. “They have a long-term strategy and do not fall prey to distractions. Their sales, share, loyalty, image and profitability results speak for themselves.”

Toyota’s magic lies in staying true to the company's vision despite a murky and politically complicated world, says Scotty Reiss, editor and founder of A Girls Guide To Cars and a juror for the Marketing: Automotive awards.

“That unwavering stance allows the company to continue to dominate in all the key categories: Sales, yes, but also consumer opinion, loyalty, price integrity and resale value,” Reiss says. “Toyota also proved that focusing on diversity and culture is a key factor in growth and revenue; its strategy of creating content that appeals to particular audiences continued to boost growth for both Toyota and Lexus.”