 In 2013 Toyota's hybrid market share in the U.S. declined from 2012 totals due to new competition, particularly from Ford with the arrival of new products such as the C-Max Hybrid and the new styling of the Fusion.Except for the Prius c, sales of the other models of the Prius family and the Camry Hybrid suffered a decline from 2012, while the Fusion Hybrid experienced a 164.3% increase from 2012, and C-Max Hybrid sales climbed 156.6%.During 2013 Ford increased its market share of the American hybrid market from 7.5% in 2012 to 14.7% in 2013.

, global hybrid sales are led by the Prius family, with cumulative sales of 6.0361 million units (excluding plug-in hybrids) representing 60% of the 10 million hybrids sold worldwide by Toyota and Lexus since 1997. , the Toyota Prius liftback is the leading model of the Toyota brand with cumulative sales of 3.985 million units.