USA April 2026: Accord helps Honda up, sales off -6.7%

Honda Accord sales are up 42.5% and tilt the brand into positive.

Three factors have combined to trigger the 4th consecutive year-on-year market decline in the US at -6.7% to 1,367,000 units according to GlobalData. First, April 2025 was propped by a pre-tariff rush that lifted the market by 10%. Second, the loss of federal electric vehicle tax credits have depleted the market for BEVs and third, record high petrol prices have degraded affordability further. The SAAR stands at 16.1 million according to Motor Intelligence, down from 17.2 million in April 2025 and 16.3 million last month.

Illustrating the impact of tariffs, Imports are down 16% for the month and -9.9% year-to-date whereas vehicles produced in North America fall just -3.9% in April and -3.5% year-to-date. Manufacturers are doing their best to counter affordability pressure. According to JD Power and GlobalData, the average incentives on non-EV vehicles stands at $2,860, a whopping 16% more than April 2025. Meanwhile average EV incentives are significantly higher at $10,018, however down -1.7% on a year ago.

All OEMs reporting monthly data are down. American Honda resists best at -0.2% while Hyundai-Kia is at -2.1% and Toyota Motor at -4.6%. Brand-wise, Honda (+1.6%) and Genesis (+0.8%) are the only ones reporting in positive. Hyundai (-1.7%), Toyota (-1.9%), Kia (-2.8%) and Subaru (-5.9%) contain their loss even though this is Subaru’s 9th consecutive month of YoY declines. In contrast Ford (-14.1%), Acura (-15.6%), Mazda (-17.3%), Lexus (-19.9%) and Lincoln (-21.4%) all struggle.

The Ford F-Series remains the dominant force in the market but falls a stark -14.7% year-on-year, in line with the -15.7% it lost so far in 2026. The Honda CR-V (+2.9%) smashes its archenemy the Toyota RAV4 (-32.8%) by almost 15,000 sales and extends its YTD advantage to a probably insurmountable 54,000 units. In a mini sedan revival, the Toyota Camry (+17.9%) and Corolla (+12.6%) surprise with double-digit gains while the Honda Civic (+6.3%) is more measured but still in positive. Excellent results for the Honda Accord (+42.5%), Ford Transit (+22%) and Bronco (+18.6%). 

Previous month: USA March/Q1 2026: March sales down -14%, Ram (+20.1%) back in shape, Hyundai and Kia hit records

One year ago: USA April 2025: Pre-tariff rush lifts market up 10%

Full April 2026 data for selected OEMs, brands and models below.