USA June/Q2 2025: Ford (+13.6%) overtakes Toyota (+7.1%) as #1 brand in weakening market

Ford Maverick sales are up 26.3% over Q2.

In June, new light vehicle sales in the U.S. endure their first decline of the year at -4.2% to 1,288,000. This is because sales of the previous months were pulled ahead by consumers rushing to avoid the impact of U.S. tariffs on vehicle prices. According to AlixPartners, carmakers are expected to pass 80% of the cost of U.S. tariffs on to consumers, hiking average new vehicle prices by nearly $2,000, with the full impact to be felt by the end of 2025. The SAAR in June is expected to come to 15 to 15.6 million according to an industry average, to be compared with over 17 million in March and April. According to J.D. Power and GlobalData, the average new vehicle retail transaction price is $46,233 in June, up $1,400 on a year ago and leasing is estimated to account for 20.4% of June sales, up from 18.2% in June 2024. The share of vehicles assembled in the US is 54.8% of June deliveries, up from 53.4% a year ago.

Q2 sales are up 2.3% to 4,207,796. Looking at OEMs, General Motors (+7.3%) and Toyota Motor (+7.2%) progress similarly, while Ford Motor (+14.4%) surges up, taking full advantage of the employee pricing it put in place over the period. Hyundai-Kia (+7.9%) and American Honda (+8.7%) are also solid below. Stellantis (-10.2%) remains frankly in the red, as do Nissan Group (-6.5%) and most strikingly the VW Group (-23.2%). As expected, the brands already impacted by the U.S. tariffs in effect since April 3 are Audi (-19.4%), Volkswagen (-29%), Mazda (-2.3%) and Mitsubishi (-2.7%) as they rely more heavily on imports. Lexus (+8.1%) is an exception. Over the period Ford (+13.6%) overtakes Toyota (+7.1%) to become the most popular brand in the country, followed by Chevrolet (+5.9%), Honda (+8.4%) and Hyundai (+9.8%). Kia (+5.2%) is also up but Nissan (-6.1%) and Subaru (-8.6%) fall. Jeep (+1.1%) stops the rot with a small YoY uptick as does Ram at +4.9%. Tesla freefalls -23.2%.

The Top 8 models are all in positive. The Ford F-Series posts a very solid 11.5% lift, increasing the gap with the #2, the Chevrolet Silverado (+5.6%). The Toyota RAV4 disappoints somewhat at +0.5% but stays in third place. The Honda CR-V (+8%) is more dynamic while the Ram Pickup (+6%) finally posts a YoY increase and climbs up one spot to #5. The GMC Sierra (+13%) is also up one rank to #6 as is the Toyota Camry (+10.6%), the only passenger car in the Top 10, at #7. The Chevrolet Equinox surges 43.2% to #8 and the Toyota Tacoma is up 48.4% and six ranks to #10. Reversely the Tesla Model Y (-25%) falls four spots to #9.

Previous month: USA May 2025: Employee pricing sends Ford Motor up 16.4%, stable market

One year ago: USA Q2 2024: Stable market sees Toyota RAV4, Honda Civic and Chevy Trax record large gains

Full Q2 2025 Top 15 OEMs, Top 46 brands and Top 314 All models below.