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%

Source: Manufacturers