October 2026 National Auto Sales

October gave the auto industry a sales increase, although the numbers suggest shoppers are still watching their wallets. Hybrids, crossovers and fleet purchases helped keep business moving, while affordability concerns, borrowing costs and softer electric vehicle demand continued to weigh on the market.

According to preliminary estimates released Nov. 4 by GlobalData put October U.S. new car and light-truck sales at approximately 1.3 million, up 4 percent from a year earlier. Retail sales increased 3.1 percent to about 1.1 million, while fleet deliveries climbed 9 percent and accounted for roughly 17 percent of the market.

Those fleet purchases remain an important support. Through October, fleet volume was up 5.4 percent for the year, while retail deliveries were down 2.9 percent. Total industry sales were off 1.5 percent, showing that a better October did not erase the challenges facing the business.

The monthly increase also came with some help from the calendar and an easier comparison. October had an additional selling day, and last year’s market had slowed after shoppers rushed to buy EVs before federal tax credits expired.

The underlying sales pace was less encouraging. October’s seasonally adjusted annual rate, which adjusts monthly results for seasonal patterns, was 15.6 million. That was the first reading below 16 million since February. GlobalData trimmed its full-year forecast by 40,000 vehicles to approximately 16.1 million, which would represent a 1.3 percent decline from 2025.

Hybrids continued to attract buyers. J.D. Power and GlobalData projected that gasoline-electric hybrids would account for 18.6 percent of October retail sales, up 4 percentage points from a year earlier. EVs were expected to represent 6.9 percent, down slightly. Consumers still want better fuel economy, and hybrids continue to give them a way to get it without changing their refueling routine.

Toyota Motor North America posted a 6.5 percent increase, with the Toyota division up 5.7 percent and Lexus ahead 12 percent. The RAV4 returned to growth with a modest 0.6 percent increase, while Sienna sales jumped 29 percent, Corolla Cross gained 21 percent and Grand Highlander increased 12 percent. Combined Toyota and Lexus electrified sales rose 35 percent to 126,054, representing 57 percent of total volume. That category includes more than hybrids alone.

Ford Motor Co. slipped 0.4 percent, although its biggest pickup delivered a solid performance. F-Series sales increased 8.2 percent, and Maverick gained 3.4 percent, while Ranger fell 27 percent. Ford’s hybrid deliveries dropped 21 percent, with the discontinued Escape and Lincoln Corsair continuing to affect results.

American Honda sold 119,953 vehicles, up 8 percent. Honda-brand deliveries increased 9.1 percent, while Acura declined 2.5 percent. CR-V sales rose 9.8 percent, and both the Accord and HR-V gained 11 percent. The company’s electrified vehicle sales, consisting mostly of hybrids, increased 11 percent to 33,760.

Hyundai and Kia both set October sales records. Hyundai increased 4.8 percent to 73,452 vehicles, while Kia jumped 16 percent to 80,008, outselling its larger corporate sibling for the third month this year.

Hyundai’s hybrid sales climbed 20 percent and accounted for 29 percent of its October business. Kia reported a 114 percent surge in hybrid deliveries, with strong increases for the Sorento, Carnival and Sportage hybrids. Kia also recorded substantial gains for its electric EV9 and EV6, a reminder that a softer overall EV market does not mean every electric model is struggling.

Elsewhere, Subaru increased 6 percent, led by a 26 percent gain for Forester, while Mazda jumped 25 percent. Genesis declined as GV80 and G70 sales weakened.

October’s message was fairly clear: Buyers are still purchasing vehicles, but value matters. Hybrids and practical crossovers continue to draw customers, fleet orders are helping the totals, and the industry is heading toward year-end with some momentum—and plenty of work left to do.

Here are the winners & losers from October 2026 versus October 2025 from those car companies that report in a monthly basis:

1. Toyota: 188,392 Up 5.7%
2. Ford: 165,474 Down 0.4%
3. Honda: 109,162 Up 9.1%
4. Kia: 80,075 Up 16%
5. Hyundai: 73,452 Up 4.8%
6. Subaru: 54,090 Up 6%
7. Lexus: 33,115 Up 11.6%
8. Mazda: 31,446 UP 25%
9. Acura: 10,790 Down 2.5%
10. Lincoln: 7,969 Down 1.6%
11. Genesis: 6,623 Down 5.6%