April U.S. new-vehicle sales declined to a seasonally adjusted annual rate of 15.9 million units, down from the 17.1 million pace recorded in April 2025, when buyers rushed to beat tariffs.
Total April volume came in at an estimated 1.36 million units, according to Cox Automotive, with most major automakers reporting lower numbers than a year earlier. S&P Global Mobility tracked April as the seventh straight month of year-over-year declines.
Cox Automotive noted in an update to its April outlook on May 5 that pressure on consumers is mounting even with the boost from tax refund season. Gas prices approaching a $4.50 national average, persistent inflation, and rising new-vehicle prices are pulling some shoppers out of the market.
Toyota: RAV4 changeover drives 4.6% sales drop
Toyota Motor Corp. posted U.S. sales of 222,378 vehicles in April, a 4.6% drop from the 233,045 units it moved a year earlier across its Toyota and Lexus brands. Through four months, total volume was down 1.4% at 791,798 units.
The company tied the April drop to a model changeover slowing RAV4 production along with continued weakness at Lexus, and signaled a May recovery as the new RAV4 ramps up.
Honda: April sales hold steady as Honda division gains 1.6%
American Honda Motor Co. reported total April sales of 137,405 units, down 0.2%, and 474,236 units year-to-date. The Honda division contributed 125,571 units, a 1.6% year-over-year gain, while Acura added 11,834 units on the strength of gateway models and SUVs.
The brand's hybrid-electric lineup posted its strongest April on record at more than 40,000 units, with hybrids making up 56% of CR-V sales, 54% of Accord sales, and just under 30% of Civic sales. Passenger car volume reached 41,468 units, climbing 19% year over year and marking Honda's strongest passenger car month in nearly four years.
Hyundai: Palisade sets April record as Sonata Hybrid posts best month ever
Hyundai Motor America moved 80,157 vehicles in April, a 2% decline from the 81,503 units sold in April 2025. Year-to-date sales reached 285,545 units, slightly ahead of the 285,057 recorded through April 2025.
The Elantra rose 13% to 14,778 units, the Palisade was up 8%, the Sonata up 18%, and the Venue up 6%. The Ioniq 6 fell 82%, the Kona was down 15%, and the Santa Cruz and Santa Fe declined 24% and 27%, respectively.
"Hyundai's performance in April reflects the strength of our product lineup and our continued focus on delivering value to customers, with electrified vehicles accounting for one-third of our total sales," said Randy Parker, president and CEO of Hyundai Motor North America.
Kia: Telluride and EV9 lead record YTD pace
Kia America moved 72,703 vehicles in April, off 3% from a year earlier on what the company described as a tough year-over-year comparison. Year-to-date sales reached 279,718 vehicles, a 2% year-over-year increase and a new year-to-date record for the brand.
The Telluride delivered the strongest April in its history, beating its prior April record by 16%. The Sportage Hybrid saw year-over-year gains of 112%, the Sorento Hybrid increased sales by 34%, and K4 sales increased by 1%, while electrified gains were led by the EV9 at a sales increase of 481% and EV6 at 11%.
Subaru: Crosstrek posts best April ever at 15,677 units
Subaru of America moved 52,733 vehicles in April, off 5.9% year over year. The Forester led the Subaru lineup in volume for a fourth straight month at 17,837 units. Crosstrek climbed 4.9% to 15,667, a record for the month, while WRX volume jumped 52.6% to 1,178 units.
The brand's EV models combined for a record monthly total of 2,053 units, led by Solterra at 1,128 units, up 18.9%, with Trailseeker and Uncharted contributing 406 and 519 units, respectively, in their first month.
Mazda: CX-50 Hybrid posts best-ever April
Mazda North American Operations posted 31,128 U.S. sales in April, a 17.3% drop from the year-ago month. Year-to-date sales reached 125,601 vehicles, down 15.1% from April 2025.
Certified pre-owned volume came in at 7,082 vehicles, up 3.3% from the year-ago month and a Mazda April CPO record. The CX-50 Hybrid posted its best-ever April sales.
Ford: Employee Pricing follows weaker F-Series, Maverick, and Ranger volume
Ford Motor Co. reported April U.S. sales of 178,667 vehicles, down 14% from a year earlier, marking the fourth consecutive monthly decline. F-Series volume was down nearly 15%, Maverick sales tumbled 30%, and Ranger volume fell 25%. EV sales fell by 25% and hybrids by 33%.
Ford pointed to the discontinued Escape, the loss of federal plug-in incentives, and tighter truck inventory stemming from an aluminum supplier disruption as the main contributors. Ford reintroduced an employee pricing program to take advantage of favorable conditions such as tax return season and the current state stock market.
Aging fleet, hybrid surge reshape repair stream
Continued softness in new-vehicle sales feeds an aging vehicle fleet. U.S. light vehicles averaged 12.8 years in age in 2025, with industry projections pointing to 13 years in 2026. Older vehicles weigh more heavily on the repair stream, with vehicles seven years or older now accounting for the majority of total loss valuations. Total loss frequency reached a record 23.1% in 2025, while repairable claims declined 9.7% year over year.
Hybrid volume gains across Honda, Hyundai, and Kia mean more vehicles with high-voltage systems and dual powertrains entering the repair stream. Cox Automotive identified Toyota and Honda as well-positioned to gain ground if gas prices stay high, given their lineups of fuel-efficient hybrids and electrified models.
S&P Global Mobility reported no meaningful uptick in battery-electric sales volume tied to higher fuel prices, though Cox observed sustained shopper interest in EVs and hybrids on its Autotrader and Kelley Blue Book platforms, holding above fourth-quarter levels.
Cox Automotive's full-year 2026 outlook calls for 15.8 million U.S. new-vehicle sales, a 2.4% step down from the 2025 total.
