USA August 2025: EVs at record 12% share, Kia at all-time high

Kia Telluride sales are up 18.5% in August

Estimates by J.D. Power and GlobalData, S&P Global Mobility and Cox Automotive have the U.S. new light vehicle market up between 1.3% and 4.4% in August. Part of the reason behind this lift is customers rushing to buy EVs before the federal credits of up to $7,500 expire on Sept. 30. As a result the share of EVs jumps to a record 12% vs. 9.5% in August 2024. 70% of EV sales are generated through leasing vs. 10% three years ago. Fleet sales are up 11% to just under 200,000.

We are yet to see a major hike in pricing related to new tariff on imports: the average transaction price is up 2.2% year-on-year in August to $44,750 according to J.D. Power and GlobalData, and with stable employment and strong stock market there are still good market fundamentals. The situation has however weakened compared to the start of the year, with the SAAR at 16.4 million vs. 17 million in March and April. This is to be compared with 15.3 million in August 2024.

Note: This update only features the brands still reporting monthly data.

Toyota Motor surges 13.6% to over 225,000 sales, while Hyundai-Kia is up an equally impressive 10.9% and Ford Motor is at +4.2%. American Honda drops -5.2%. Brand-wise, Toyota advances 13.8%, Hyundai gains 11.7% to its highest ever August volume and Kia is up 10.4% to an all time monthly volume record above 83,000 units. Lexus is up 12.4%, Genesis up 7.3% and Ford up 5.3%. Underperformers include Lincoln at -14.9%, Mazda at -7.6%, Acura at -7.5% and Volvo at -6%.

The Ford F-Series drops -3.4% but the Toyota RAV4 soars 20.4% to over 42,000 sales. The Honda CR-V struggles at -11.4% but both the Toyota Camry (+13.7%) and Tacoma (+28.9%) shine. Other notable gainers include the Ford Transit (+47%), Toyota 4Runner (+44.8%), Hyundai Palisade (+38.8%), Ford Bronco (+32%), Hyundai Santa Fe (+26.5%), Ford Explorer (+22%) and Kia Sportage (+19.2%).

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

One year ago: USA August 2024: Mazda (+36.7%), Honda (+28.2%) highlight positive market

Full August 2025 data for OEMs, brands and models still reporting monthly below.