According to preliminary estimates, US Light Vehicle (LV) sales grew by 3.5% year-on-year (YoY) in August, to 1.47 million units.
August 2025 had one selling day fewer than August 2024, meaning that sales were up by 7.3% YoY on a selling day-adjusted basis. The daily selling rate was measured at 54.5k units/day in August, up from 53.7k units/day in July. The annualized selling rate was estimated at 16 million units/year in August, down from 16.6 million units/year in July. Retail sales were estimated at 1.28 million units, up by 3.4% YoY, while fleet sales were thought to total 195k units, up by 4.0% YoY.
OEM Analysis
As is typical, GM was the bestselling OEM in the market, with total sales of 252k units, and a market share of 17.1%. Toyota Group was once again in second, with volumes of 225k units and a market share of 15.3%. Ford Group ranked third, with sales of 185k units, and a share of 12.6%. Perhaps the most remarkable aspect of August’s sales, however, was the performance of Hyundai Group, which sold 179k units. According to preliminary figures, Hyundai Group’s market share of 12.2% appears to be its highest ever. At a brand level, Toyota topped the rankings, on 192k units, ahead of Ford on 177k units and Chevrolet on 164k units.
Model Analysis
The Toyota RAV4 was the nation’s bestselling Light Vehicle in August, on 42.3k units, beating the Ford F-150 by 1k units. This was the first time that the RAV4 had outsold the F-150 since February. The Chevrolet Silverado was in third, on 36.3k units, only around 700 units ahead of the Chevrolet Equinox, with both the gasoline-powered and electric versions of the Equinox performing well.
Segment Analysis
According to initial estimates, Compact Non-Premium SUV claimed a market share of 21.8%, its highest since March. Still, Midsize Non-Premium SUVs delivered perhaps an even more impressive performance, with a market share of 17.6%, the segment’s highest since April 2022. The Honda Prologue was boosted by the upcoming ending of EV tax credits, along with generous incentives, while the Chevrolet Traverse also achieved its highest monthly sales since its redesign in 2024. The Large Pickup segment, by contrast, had a disappointing month, with a market share of 12.8%, its lowest since March. As noted above, the Ford F-150 had a quieter month, dragging down the segment.
David Oakley, Manager, Americas Sales Forecasts, GlobalData, said: “The pace of sales cooled slightly in August compared with July, but overall, the market still displayed remarkable resilience in the face of tariffs and widespread uncertainty over trade and the economy. While it is tempting to attribute the robustness in sales to the upcoming removal of EV tax credits on September 30th, a closer examination of sales of individual EV models reveals that performance was mixed in August. Some EVs helped to boost their brand’s volumes at the margins, but the relatively small market share that EVs occupy means that the effect on the total industry was likely minor. Instead, it appears that continued offers and incentives, coupled with a strong stock market and relatively low unemployment, are keeping vehicle sales healthy for now. The inclusion of Labor Day within the August sales data also helped to support sales, but given that the same was true last year, the year-over-year comparison remains valid. Still, the picture could look very different in the coming months, as the industry faces the reality of tariffs and the higher pricing that will surely result”.
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