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.
USA January 2026 – OEMs reporting monthly:
| OEM | Jan-26 | /25 |
| Toyota Motor Corporation | 176,853 | + 8.1% |
| Ford Motor Co | 134,598 | – 5.2% |
| Hyundai-Kia | 125,296 | + 7.7% |
| American Honda | 98,594 | + 1.9% |
| Subaru | 42,157 | – 9.1% |
| Mazda | 28,958 | – 14.0% |
| Volvo Cars | 5,166 | – 36.5% |
USA January 2026 – brands reporting monthly:
| Brand | Jan-26 | /25 |
| Toyota | 150,886 | + 7.0% |
| Ford | 127,496 | – 5.9% |
| Honda | 89,575 | + 1.7% |
| Kia | 64,502 | + 13.1% |
| Hyundai | 55,624 | + 2.1% |
| Subaru | 42,157 | – 9.1% |
| Mazda | 28,958 | – 14.0% |
| Lexus | 25,967 | + 14.8% |
| Acura | 9,019 | + 3.8% |
| Lincoln | 7,102 | + 9.8% |
| Genesis | 5,170 | + 6.6% |
| Volvo | 5,166 | – 36.5% |
USA January 2026 – models reporting monthly:
| Model | Jan-26 | /25 |
| Ford F-Series | 47,981 | – 18.2% |
| Honda CR-V | 27,019 | – 1.0% |
| Toyota RAV4 | 22,078 | – 39.1% |
| Toyota Camry | 21,764 | + 14.5% |
| Toyota Tacoma | 21,466 | + 14.4% |
| Toyota Corolla | 19,420 | + 12.0% |
| Ford Explorer | 17,655 | + 30.7% |
| Honda Civic | 16,563 | + 2.4% |
| Subaru Forester | 15,821 | + 22.2% |
| Hyundai Tucson | 14,428 | – 4.0% |
| Kia Sportage | 13,984 | + 23.1% |
| Honda Accord | 12,739 | + 31.8% |
| Kia K4/Forte | 11,642 | + 0.2% |
| Subaru Crosstrek | 11,296 | – 10.5% |
| Ford Bronco | 10,814 | + 19.4% |
| Toyota 4Runner | 10,713 | + 6595.6% |
| Ford Bronco Sport | 10,641 | + 13.5% |
| Toyota Tundra | 10,433 | + 0.7% |
| Mazda CX-50 | 10,415 | + 64.4% |
| Ford Maverick | 9,885 | + 13.2% |
| Mazda CX-5 | 9,873 | – 8.0% |
| Honda Pilot | 9,607 | + 8.6% |
| Toyota Grand Highlander | 9,606 | + 72.0% |
| Honda HR-V | 9,488 | – 19.7% |
| Kia Telluride | 9,424 | + 7.4% |
| Hyundai Elantra | 9,091 | + 2.5% |
| Hyundai Santa Fe | 9,011 | + 8.6% |
| Hyundai Palisade | 8,604 | + 28.7% |
| Toyota Corolla Cross | 8,542 | + 34.2% |
| Lexus RX | 8,348 | + 28.0% |
| Subaru Outback | 8,283 | – 23.3% |
| Ford Transit | 8,159 | + 6.3% |
| Toyota Sienna | 7,345 | + 13.9% |
| Kia K5 | 6,276 | + 44.0% |
| Kia Sorento | 5,904 | – 14.1% |
| Kia Carnival | 5,879 | + 60.4% |
| Ford Ranger | 5,671 | + 26.0% |
| Honda Odyssey | 5,334 | + 5.7% |
| Hyundai Kona | 5,321 | + 21.9% |
| Kia Seltos | 5,278 | + 85.8% |
| Ford Expedition | 5,269 | + 14.0% |
| Toyota Highlander | 4,488 | + 68.0% |
| Lexus NX | 4,437 | – 20.4% |
| Honda Passport | 4,320 | + 63.5% |
| Toyota Prius | 3,893 | – 20.3% |
| Lexus TX | 3,778 | + 96.0% |
| Lexus GX | 3,633 | + 14.2% |
| Honda Ridgeline | 3,625 | + 26.5% |
| Ford Mustang | 3,609 | + 50.4% |
| Ford Escape | 3,418 | – 65.5% |
| Ford E-Series | 3,354 | + 14.1% |
| Kia Niro | 3,170 | + 163.7% |
| Hyundai Sonata | 3,140 | – 34.0% |
| Acura MDX | 2,986 | + 0.7% |
| Subaru Ascent | 2,817 | – 9.5% |
| Toyota Land Cruiser | 2,788 | – 42.9% |
| Toyota bZ4X | 2,769 | + 23.5% |
| Mazda CX-90 | 2,707 | – 49.4% |
| Mazda3 | 2,473 | – 17.1% |
| Mazda CX-30 | 2,423 | – 63.6% |
| Acura ADX | 2,387 | new |
| Genesis GV70 | 2,220 | + 9.8% |
| Hyundai Ioniq 5 | 2,126 | – 5.5% |
| Lincoln Nautilus | 1,988 | – 18.0% |
| Genesis GV80 | 1,945 | + 21.3% |
| Lincoln Aviator | 1,923 | + 34.1% |
| Acura RDX | 1,901 | – 26.7% |
| Toyota Sequoia | 1,896 | + 37.3% |
| Volvo XC90 | 1,894 | – 24.7% |
| Volvo XC60 | 1,784 | – 41.1% |
| Hyundai Venue | 1,767 | + 10.4% |
| Kia Soul | 1,731 | – 51.3% |
| Lexus ES | 1,723 | – 24.2% |
| Lexus IS | 1,715 | + 34.5% |
| Lincoln Corsair | 1,619 | – 3.8% |
| Toyota Crown Signia | 1,599 | – 37.7% |
| Lincoln Navigator | 1,572 | + 69.4% |
| Acura Integra | 1,362 | – 2.2% |
| Hyundai Santa Cruz | 1,212 | – 32.1% |
| Subaru WRX | 1,211 | – 23.0% |
| Subaru Impreza | 1,156 | – 52.4% |
| Toyota Crown | 1,073 | + 67.9% |
| Ford Mustang Mach-E | 1,040 | – 70.5% |
| Lexus RZ | 993 | + 277.6% |
| Volvo XC40 | 817 | – 32.0% |
| Subaru Legacy | 763 | – 52.2% |
| Toyota GR86 | 711 | – 9.8% |
| Genesis G70 | 676 | + 5.3% |
| Kia EV9 | 674 | – 45.3% |
| Mazda CX-70 | 672 | – 29.0% |
| Honda Prologue | 664 | – 82.3% |
| Lexus LX | 596 | + 58.5% |
| Hyundai Ioniq 9 | 580 | new |
| Subaru Solterra | 572 | – 45.6% |
| Kia EV6 | 540 | – 65.0% |
| Lexus UX | 477 | – 36.7% |
| Volvo EX30 | 429 | + 10.6% |
| Mazda MX-5 Miata | 395 | – 42.0% |
| Acura TLX | 368 | + 4.0% |
| Hyundai Ioniq 6 | 344 | – 60.5% |
| Toyota Supra | 275 | + 150.0% |
| Genesis G80 | 245 | – 11.6% |
| Subaru BRZ | 238 | + 6.3% |
| Honda Prelude | 216 | new |
| Volvo V60 | 114 | – 38.4% |
| Lexus LS | 95 | – 33.6% |
| Lexus LC | 92 | – 50.3% |
| Lexus RC | 80 | – 45.6% |
| Genesis G90 | 73 | – 38.7% |
| Volvo EX90 | 72 | – 82.7% |
| Volvo EX40 | 47 | new |
| Toyota Mirai | 27 | + 58.8% |
| Acura ZDX | 15 | – 98.9% |
| Genesis GV60 | 11 | – 94.2% |
| Volvo V90 | 5 | – 86.8% |
| Volvo S90 | 4 | – 95.6% |
