Ram Pickup sales are up 33.7% in a declining market. New light vehicle sales in…
USA October 2026: Mazda (+25%) impresses, Kia (+16%) hits October record in market up 4%
Mazda 3 sales are up 145.4% in October.
Note: This update only features OEMs still reporting sales monthly. Others report quarterly.
US new light vehicle sales are estimated by GlobalData to rise 4% year-on-year in October to 1.3 million units, helped by fleets (+9% to 17% share) and hybrids accounting for 18.6% of the market vs. 14.6% in October 2025. The SAAR stands at 15.6 million, slightly up from 15.5 million a year ago. GlobalData says the market is on track to fall -1.3% in 2026 to 16.1 million units. According to JD Power and GlobalData, the average incentive per vehicle is $3,304, up 13% year-on-year or 6.3% of sticker price, up 0.7 percentage points on a year ago. The average transaction price for a new vehicle is down 0.1% to $46,329.
Looking at OEM still communicating monthly sales, American Honda (+9.5%) fares best ahead of Toyota Motor (+6.5%) while Ford Motor (-0.5%) is stable. As for brands, Mazda (+25%) is the most dynamic by far, while Kia (+16%) and Hyundai (+4.8%) both reach October records. Lexus (+11.6%) also shines with Honda (+9.1%), Subaru (+6%) and Toyota (+5.7%) all beating the market.
The Ford F-Series is up a splendid 8.2% just as the Toyota RAV4 (+0.6%) fares much worse than its archenemy the Honda CR-V (+9.8%) although it outsells it by over 5,000 units. The Ford Explorer (+35.2%) shoots up to just under 24,000 sales, with the Kia Sportage (+12%) also very dynamic. Below, the Mazda3 (+145.4%), Mazda CX-90 (+114.6%), Kia Telluride (+63.4%), Ford Expedition (+56.7%) and Hyundai Santa Fe (+52.2%) stand out.
Previous month: USA Q3 2026: Ram (+29.3%) surges, Jeep (-19.9%) falls, Detroit 3 at lowest ever 36% share
One year ago: USA October 2025: Trucks help Toyota up 11.8%
October 2026 data for OEMs, brands and models with available monthly figures below.
USA October 2026 – OEMs reporting monthly:
| OEM | Oct-26 | /25 | 1-10 2026 | /25 |
| Toyota Motor | 221,507 | + 6.5% | 2,098,120 | + 1.2% |
| Ford Motor Co | 173,442 | – 0.5% | 1,681,799 | – 7.8% |
| Hyundai-Kia | 160,083 | + 9.5% | 1,586,666 | + 4.4% |
| American Honda | 119,952 | + 8.0% | 1,269,213 | + 5.0% |
| Subaru | 54,090 | + 6.0% | 527,968 | – 1.1% |
| Mazda | 31,446 | + 25.0% | 341,714 | – 0.9% |
USA October 2026 – brands reporting monthly:
| Brand | Oct-26 | /25 | 1-10 2026 | /25 |
| Toyota | 188,392 | + 5.7% | 1,802,237 | + 1.6% |
| Ford | 165,474 | – 0.4% | 1,604,344 | – 7.7% |
| Honda | 109,162 | + 9.1% | 1,154,755 | + 5.1% |
| Kia | 80,008 | + 16.0% | 747,394 | + 6.0% |
| Hyundai | 73,452 | + 4.8% | 770,916 | + 3.0% |
| Subaru | 54,090 | + 6.0% | 529,968 | – 0.8% |
| Lexus | 33,115 | + 11.6% | 295,883 | – 1.5% |
| Mazda | 31,446 | + 25.0% | 341,714 | – 0.9% |
| Acura | 10,790 | – 2.5% | 114,457 | + 3.7% |
| Lincoln | 7,968 | – 1.6% | 77,455 | – 10.9% |
| Genesis | 6,623 | – 5.6% | 68,356 | + 3.8% |
USA October 2026 – models reporting monthly:
| Model | Oct-26 | /25 | 1-10 2026 | /25 |
| Ford F-Series | 73,482 | + 8.2% | 634,990 | – 7.8% |
| Toyota RAV4 | 39,888 | + 0.6% | 293,552 | – 26.2% |
| Honda CR-V | 34,815 | + 9.8% | 371,659 | + 9.6% |
| Toyota Camry | 26,758 | – 0.9% | 287,442 | + 10.0% |
| Ford Explorer | 23,885 | + 35.2% | 213,095 | + 19.3% |
| Toyota Corolla | 22,764 | + 6.6% | 217,905 | + 8.2% |
| Toyota Tacoma | 22,253 | – 1.8% | 237,128 | + 4.4% |
| Kia Sportage | 17,977 | + 12.0% | 163,723 | + 9.0% |
| Honda Civic | 17,960 | + 0.3% | 213,095 | + 4.9% |
| Hyundai Santa Fe | 17,959 | + 52.2% | 121,074 | + 6.2% |
| Hyundai Tucson | 17,808 | – 22.7% | 199,495 | + 6.0% |
| Subaru Crosstrek | 16,574 | + 1.8% | 154,823 | – 2.6% |
| Subaru Forester | 16,094 | + 26.0% | 172,570 | + 18.4% |
| Honda Accord | 15,915 | + 10.6% | 161,436 | + 30.1% |
| Toyota Grand Highlander | 14,442 | + 12.3% | 122,953 | + 9.1% |
| Ford Transit | 14,169 | + 7.8% | 133,354 | + 1.3% |
| Kia Telluride | 14,009 | + 63.4% | 124,047 | + 22.7% |
| Subaru Outback | 13,711 | + 2.0% | 118,470 | – 8.8% |
| Honda HR-V | 12,353 | + 11.0% | 120,962 | – 4.4% |
| Toyota Tundra | 12,304 | + 13.8% | 122,384 | + 0.5% |
| Hyundai Elantra | 12,011 | + 17.5% | 140,614 | + 11.2% |
| Ford Maverick | 11,466 | + 3.4% | 135,147 | + 2.4% |
| Kia K4 | 11,391 | + 14.4% | 122,603 | + 4.3% |
| Toyota Sienna | 10,934 | + 29.1% | 95,704 | + 13.5% |
| Hyundai Palisade | 10,840 | + 13.5% | 109,522 | + 7.0% |
| Toyota Corolla Cross | 10,809 | + 20.6% | 100,940 | + 22.6% |
| Ford Bronco | 10,712 | – 4.8% | 125,668 | + 3.7% |
| Toyota 4Runner | 10,623 | + 1.8% | 118,610 | + 53.2% |
| Lexus RX | 10,490 | + 9.6% | 100,314 | + 11.5% |
| Ford Bronco Sport | 10,356 | + 4.5% | 116,594 | + 3.0% |
| Mazda CX-5 | 9,689 | + 7.9% | 105,451 | – 8.1% |
| Honda Pilot | 9,425 | – 4.3% | 102,392 | – 2.0% |
| Kia Sorento | 8,782 | + 31.1% | 85,987 | + 6.5% |
| Ford Expedition | 8,546 | + 56.7% | 68,817 | – 4.5% |
| Mazda CX-50 | 8,249 | – 1.2% | 103,600 | + 17.8% |
| Kia Seltos | 8,052 | + 43.2% | 66,259 | + 45.0% |
| Kia Carnival | 7,751 | + 17.4% | 69,291 | + 19.9% |
| Honda Odyssey | 7,202 | + 32.2% | 73,188 | – 4.2% |
| Kia K5 | 7,045 | – 7.7% | 65,726 | + 9.2% |
| Lexus NX | 6,509 | + 17.2% | 56,657 | – 9.8% |
| Hyundai Kona | 6,029 | + 21.3% | 58,977 | – 5.3% |
| Ford Ranger | 5,656 | – 26.9% | 57,286 | + 2.3% |
| Honda Passport | 5,419 | + 14.9% | 52,734 | + 14.2% |
| Acura MDX | 5,232 | + 54.3% | 43,818 | + 28.1% |
| Lexus TX | 4,705 | – 7.7% | 47,379 | + 6.1% |
| Mazda CX-90 | 4,620 | + 114.6% | 39,619 | – 15.5% |
| Honda Ridgeline | 4,410 | + 7.9% | 41,438 | – 0.1% |
| Lexus GX | 4,154 | + 26.4% | 27,359 | – 13.2% |
| Toyota Highlander | 3,727 | – 24.6% | 46,677 | – 2.0% |
| Mazda3 | 3,534 | + 145.4% | 36,020 | + 48.4% |
| Toyota Prius | 3,507 | + 43.1% | 32,730 | – 33.5% |
| Subaru Ascent | 3,423 | – 8.6% | 35,979 | + 2.6% |
| Mazda CX-30 | 3,362 | – 0.8% | 37,748 | – 25.3% |
| Genesis GV70 | 3,347 | + 9.8% | 30,255 | + 5.0% |
| Lexus ES | 3,286 | – 2.3% | 13,619 | – 58.9% |
| Ford Mustang | 3,092 | – 19.6% | 41,777 | + 13.9% |
| Lincoln Nautilus | 3,083 | + 51.3% | 30,331 | + 7.3% |
| Hyundai Sonata | 3,054 | – 29.1% | 57,384 | + 14.3% |
| Lincoln Aviator | 2,789 | + 24.5% | 21,098 | + 13.1% |
| Ford E-Series | 2,721 | – 40.7% | 30,195 | – 13.2% |
| Toyota BZ/bZ4X | 2,588 | + 14277.8% | 30,132 | + 145.3% |
| Acura ADX | 2,508 | – 7.8% | 27,719 | + 91.5% |
| Toyota Sequoia | 2,330 | – 10.1% | 23,733 | + 12.6% |
| Hyundai Venue | 2,162 | + 0.3% | 26,469 | + 2.3% |
| Lexus IS | 2,139 | + 42.2% | 24,396 | + 50.9% |
| Toyota Crown Signia | 2,127 | + 74.3% | 20,110 | + 14.9% |
| Acura Integra | 2,096 | + 11.5% | 22,196 | + 34.4% |
| Lincoln Navigator | 2,096 | + 29.1% | 17,612 | – 2.1% |
| Hyundai Ioniq 5 | 1,981 | + 20.6% | 33,093 | – 22.6% |
| Genesis GV80 | 1,879 | – 19.4% | 22,860 | + 6.5% |
| Kia Niro | 1,816 | – 32.7% | 23,880 | + 4.7% |
| Subaru WRX | 1,707 | + 137.1% | 13,734 | + 55.0% |
| Subaru Impreza | 1,499 | – 27.3% | 14,238 | – 41.1% |
| Hyundai Santa Cruz | 1,439 | – 16.3% | 16,250 | – 27.3% |
| Kia EV9 | 1,406 | + 111.1% | 13,835 | + 5.5% |
| Mazda CX-70 | 1,358 | + 295.9% | 11,044 | – 12.3% |
| Honda Prologue | 1,241 | + 54.0% | 14,530 | – 61.1% |
| Ford Mustang Mach-E | 1,239 | – 57.4% | 18,445 | – 58.9% |
| Toyota Land Cruiser | 1,124 | – 57.6% | 27,821 | – 26.4% |
| Kia EV3 | 976 | #DIV/0! | 1,496 | #DIV/0! |
| Acura RDX | 954 | – 60.2% | 19,511 | – 26.2% |
| Toyota C-HR | 845 | #DIV/0! | 8,060 | + 805900.0% |
| Genesis G70 | 805 | – 24.2% | 10,245 | + 9.6% |
| Kia EV6 | 803 | + 58.1% | 7,067 | – 39.0% |
| Toyota GR86 | 669 | – 1.0% | 6,311 | – 28.1% |
| Toyota Crown | 653 | – 43.2% | 7,336 | – 25.4% |
| Lexus UX | 642 | + 51.1% | 7,692 | + 5.0% |
| Mazda MX-5 Miata | 634 | + 26.0% | 8,232 | + 5.5% |
| Lexus LX | 614 | – 0.2% | 6,164 | + 2.0% |
| Lexus RZ | 512 | + 2594.7% | 10,726 | + 100.2% |
| Honda Prelude | 422 | #DIV/0! | 3,321 | #DIV/0! |
| Subaru Trailseeker | 396 | #DIV/0! | 6,006 | #DIV/0! |
| Genesis G80 | 344 | + 3.9% | 2,943 | – 5.0% |
| Subaru Uncharted | 301 | #DIV/0! | 3,686 | #DIV/0! |
| Subaru BRZ | 237 | + 30.2% | 2,471 | + 4.4% |
| Hyundai Ioniq 9 | 169 | – 46.7% | 6,690 | + 48.9% |
| Ford Escape | 150 | – 98.6% | 28,976 | – 76.9% |
| Subaru Solterra | 146 | + 1023.1% | 5,781 | – 42.1% |
| Genesis G90 | 136 | – 10.5% | 1,125 | – 14.3% |
| Genesis GV60 | 112 | + 20.4% | 928 | – 49.0% |
| Lexus LC | 64 | – 31.9% | 1,188 | + 8.2% |
| Toyota Supra | 18 | – 94.4% | 2,455 | + 5.4% |
Source: Manufacturers, GlobalData, JD Power
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I’m very happy for Mazda, it’s an excellent brand but it’s a small manufacturer on a global scale. It’s great that North Americans know how to value Mazda.
“So the Americans basically don’t want to buy GM”??
2025
“• General Motors (Parent Group): Led all manufacturers with roughly 2.85 million total vehicles sold across its brands (Chevrolet, GMC, Buick, and Cadillac), though fourth-quarter sales experienced a minor dip.• Toyota (Brand & Group): Toyota Motor Corporation sold around 2.52 million vehicles in the U.S. (up 8% year-over-year), with the core Toyota brand taking the individual sales crown. Electrified models—mostly hybrids—made up nearly half of its volume.• Ford: Sold approximately 2.2 million vehicles in the U.S. (up 6% from 2024), anchored heavily by the perennial best-selling Ford F-Series.• Chevrolet: Placed third among individual brands with roughly 1.83 million units sold, driven by strong volumes from the Silverado and Equinox.• Honda: Recorded about 1.3 million sales, led by the CR-V and Civic.• Hyundai & Kia: Hyundai surpassed 900,000 units and Kia delivered around 852,000 units, fueled by popular crossover and SUV lines like the Tucson and Telluride.”
The point is that they place a high value on reliability because they cover many miles each month under extreme weather conditions, which is why Asian cars are so successful. But American cars are also reliable.
no Tesla?
So the Americans basically don’t want to buy GM, Chevrolet and rather buy Japanese and Korean cars. Interesting.
GM, Tesla, Mercedes, VW, Stellantis, etc., report only on a quarterly basis. That is why they are’t included. GM remains number one. For the 3 quarter, the ranking is: GM, Toyota, Ford, Honda, Stellantis. Stay tuned to the wonderful world of automobiles 🙂