Toyota Dominated the Estonian Car Market in May – No Fewer Than Four Models Reached the Top 10
A total of 1,893 new passenger cars were registered in Estonia in May, representing a 33.9% increase compared to the same month last year, when 1,414 new cars were registered.
However, compared to May 2023, when 2,298 new passenger cars were registered, this year's result remained 17.6% lower.
This indicates that while the Estonian car market is recovering from the difficult conditions of 2025, it has not yet returned to the sales volumes seen before the introduction of the vehicle tax.
Toyota Further Strengthened Its Market-Leading Position
Top 10 best-selling car brands in May:
- Toyota – 612 vehicles
- Škoda – 300 vehicles
- Volkswagen – 193 vehicles
- Renault – 134 vehicles
- Dacia – 75 vehicles
- Kia – 51 vehicles
- Peugeot – 49 vehicles
- Mercedes-Benz – 44 vehicles
- Audi – 39 vehicles
- BMW – 36 vehicles
Toyota led the new passenger car market in May with 612 registrations, achieving an impressive 32.3% market share.
Škoda secured second place with 300 registered vehicles and a 15.9% market share, while Volkswagen finished third with 193 registrations and a 10.1% market share.
Toyota’s success becomes even more remarkable when compared with 2023. Three years ago, the brand held a market share of 15.1%; today it has grown to more than 32%. This means that nearly one out of every three new passenger cars registered in Estonia carries the Toyota badge.
Škoda and Volkswagen Remain Strong Competitors
Škoda registered 300 new passenger cars in May. Sales increased by 84% compared to the previous year but remained below the 356 registrations achieved in May 2023.
Volkswagen continued its strong performance with 193 registrations. Compared to 2023, Volkswagen’s sales increased by more than 33%, highlighting the brand’s strengthening position in the Estonian market.
Toyota Yaris Cross Was Estonia’s Most Popular New Car
Best-selling models in May:
- Toyota Yaris Cross – 206 vehicles
- Toyota RAV4 – 171 vehicles
- Škoda Octavia – 128 vehicles
- Toyota Corolla – 96 vehicles
- Škoda Kodiaq – 92 vehicles
- Toyota C-HR – 68 vehicles
- Volkswagen T-Roc – 65 vehicles
- Volkswagen Tayron – 52 vehicles
- Renault Austral – 39 vehicles
- Renault Captur E-Tech Hybrid – 39 vehicles
The Toyota Yaris Cross topped the model rankings with 206 registrations. The Toyota RAV4 followed in second place with 171 registrations, while the Škoda Octavia ranked third with 128 registrations.
Toyota’s dominance is further highlighted by the fact that four Toyota models made it into the top ten: Yaris Cross, RAV4, Corolla, and C-HR.
The strong representation of Toyota models at the top of the rankings confirms the continued demand for hybrid SUVs and practical family cars.
The Market Is Recovering, but There Is Still Ground to Cover
Although May 2026 results exceeded last year's figures by nearly one-third, comparisons with 2023 show that Estonia’s new car market has not yet fully recovered.
The market structure has also changed significantly. While sales were more evenly distributed among brands in 2023, Toyota now clearly dominates the market. At the same time, Volkswagen and Renault have strengthened their positions, while several traditionally strong brands have lost market share.
Hybrids and SUVs Continue to Lead the Market
The May results confirm a trend that has been visible throughout 2026. Estonian buyers increasingly prefer practical and economical hybrid-powered SUVs and family cars.
The success of the Toyota Yaris Cross, Corolla, RAV4, and C-HR, as well as the strong sales of the Škoda Octavia and Kodiaq, demonstrate that low running costs, fuel efficiency, and everyday usability are becoming increasingly important factors in purchasing decisions.
Summary
A total of 1,893 new passenger cars were registered in Estonia in May, representing a 33.9% increase compared to the same month last year. The market is clearly moving toward recovery, although it remains nearly one-fifth below 2023 levels.
Toyota continues as the undisputed market leader, Škoda maintains a strong second position, and Volkswagen is strengthening its hold on third place. The Toyota Yaris Cross was the most popular model of the month, confirming the growing demand for hybrid SUVs.
