USA October 2025: Trucks help Toyota up 11.8%

Toyota is up 11.8% and Lexus up 11.8%, the largest gains in market.

Note: This report only features the OEMs still reporting monthly figures. Most carmakers report quarterly.

As expected, the end of the $7,500 EV federal tax credit at the end of September has hampered US sales this month. According to GlobalData, the market is down -4.3% YoY to 1.28 million. Retail sales are up 9.3% but fleet sales are off -29%. The SAAR stands at 15.48 million vs. 16.21 million in October 2024 and 16.62 million last month. The average incentive per vehicle is off $540 from last month to $2,674 and down $444 year-on-year. Interestingly though, discounts on EV vehicles shot up sharply from $11,114 a year ago to $13,161 this month. Logically, average new-vehicle retail transaction prices are up 2.2% year-on-year to $46,057. 

The picture was mixed among OEMs this month: Toyota Motor surges 11.8%, helped by strong light truck deliveries, Ford Motor is up 1.5%, Hyundai-Kia down -1% and American Honda off -1%. Note General Motors is estimated to total 219,000 units for the month, only 11,000 more than Toyota. Brand-wise, Toyota (+11.8%) and Lexus (+11.7%) stand out, with Ford (+2.4%), Acura (+2%), Genesis (+1.7%), Honda (+0.5%) and Kia (+0.1%) also up but Mazda (-32.6%) down for the 3rd month in a row, Volvo (-17.5%), Lincoln (-13.4%), Subaru (-6.4%) also down for 3 consecutive months, and Hyundai (-2.3%) enduring its first YoY decline in over a year, retreating.

Among models with available monthly data, both the Ford F-Series (+0.7%) and Toyota RAV4 (+0.7%) edge up, with the Honda CR-V (+2.8%) a little more dynamic. The Toyota Camry (-0.9%) is almost stable while the Hyundai Tucson (+16.2%) shoots up. Toyota sales are helped by the Tacoma (+13.5%), Corolla (+18.9%), Grand Highlander (+1828%) and 4Runner (+300.3%). Other great performers include the Honda Accord (+24%), Hyundai Santa Fe (+22.4%), Ford Ranger (+48%) and Kia Seltos (+31.8%).

Previous post: USA Q3 2025: EVs push market up, Stellantis back in positive, Chevrolet Equinox surges

One year ago: USA October 2024: Ford (+14.4%), Mazda (+58.7%) among best performers in robust market

October 2025 sales for selected OEMs, brands and models below.