USA July 2025: Toyota (+21.9%) pushed up by 4Runner (+91.2%), Tacoma (+42.3%)

Toyota 4Runner sales are up 91.2% YoY in July.

Despite sales pulled ahead into March and April before tariff were in place (estimated at 173,000 sales), U.S. light vehicle sales are up in July. Estimates vary greatly, with J.D. Power-GlobalData seeing the market up 7.4% to 1,380,502 and Cox Automotive at +1.2% to 1,305,000. SAAR also vary: 16.4 million for J.D. Power-GlobalData (up from 15.6 million in July 2024) and 15.6 million for Cox, down from 15.8 million a year ago. The rest of the year is predicted to be soft as tariffed products start to trickle down and prices rise. Indeed the average new vehicle retail transaction price is expected to be $45,063, up $938 year-on-year. Incentives are slowing down at 6.1% of the price.

On the plus side, EV sales are unusually strong as buyers rush to buy before the expiration of the $7,500 federal EV tax credit on September 30. As such, EVs are expected to account for 10.9% in July, up from 9% in June and the first time in 2025 this share is above 10%. Another interesting factor in this month’s U.S. market is the inventory shooting up 28% year-on-year to 2.19 million units or 60-day supply vs. 49 in July 2024. 

This update only features the brands still reporting monthly data.

In the OEM charts, Toyota (+19.9%) and Hyundai-Kia (+13.2%) surge while Ford Motor (+9.4%) is also strong but American Honda (+0.2%) stalls. As for brands, Toyota (+21.9%) leads the way ahead of Ford (+9.6%) and Honda (+1.3%). Hyundai (+14.9%), Kia (+11.9%) and Genesis (+8%) all generate July records. Mazda (+13%) and Lexus (+9%) also shine, but Volvo (-21.9%) and Acura (-9.8%) are hit hard. The Ford F-Series sees its deliveries gain 6.6% year-on-year to over 73,000 with the Toyota 4Runner (+91.2%), Hyundai Santa Fe (+57.2%), Ford Explorer (+46.2%), Toyota Tacoma (+42.3%) and Mazda CX-5 (+25%) among the best performers.

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Full July 2025 results for selected OEMs, brands and models below.