USA January 2026: Lexus (+14.8%), Kia (+13.1%) highlight shy market

Kia sales gain 13.1% in January. 2027 Kia Telluride pictured.

According to S&P Global, US new light vehicle sales are expected to reach 1,128,400 units in January, up a modest 2% year-on-year gain. The SAAR is estimated at 15.2 million units, down on the 16 million of December and 15.5 million of January 2025. Light trucks SAAR is at 12.7 million vs. 13.2 in December and 12.6 million in January 2025, while passenger cars SAAR is at 2.5 million vs. 2.8 million in December and 2.9 million a year ago. The BEV market share is estimated at 5.3%. According to JD Power, the average new-vehicle retail transaction price is expected to reach $45,880, up $512 or 1.1% from January 2025. Profit per unit, which includes vehicle gross, finance and insurance income, is expected to be $2,148. This is down $62 from January 2025, but up $224 from December 2025.

Among OEMs still reporting monthly results, Toyota Motor is up 8.1%, Hyundai-Kia up 7.7% and American Honda up 7.7% but Ford Motor drops -5.2%. Brand-wise, Lexus (+14.8%) and Kia (+13.1%) deliver the best performances, with Lincoln (+9.8%), Toyota (+7%) and Genesis (+6.6%) also very solid. Acura (+3.8%) is weaker but still up, whereas Volvo (-36.5%) sinks and Mazda (-14%) and Subaru (-9.1%) are in trouble. The Ford F-Series (-18.2%) and Toyota RAV4 (-39.1%) struggle, with the latter outsold by its archenemy the Honda CR-V (-1%). In contrast, the Toyota Camry (+14.5%), Tacoma (+14.4%) and Corolla (+12%) all impress with double-digit gains. The Mazda CX-50 (+64.4%) Honda Accord (+31.8%) and Ford Explorer (+30.7%) impress below, while the Toyota 4Runner (+6595.6%) is lifted by its new generation.

Previous post: USA Full Year 2025: Market surprises with 2.2% share, Ford F-Series, Toyota RAV4 and Camry dominate segments

One year ago: USA January 2025: Toyota Tacoma (+128.8%), Ford F-Series (+20.4%) highlight market up 3.7%

Full January 2026 data for OEMs, brands and models with available monthly data below.