August 2025 U.S. Auto Sales Results

August proved to be another solid month for the U.S. auto industry, with Hyundai and Kia setting all-time records, Toyota and Ford posting healthy gains, and consumer interest in electric vehicles continuing to rise ahead of the key September 30, federal tax credit deadline. Still, some automakers saw declines, and industry analysts warned of mounting headwinds heading into the final quarter of the year.

Hyundai, Kia Hit New Highs
Hyundai Motor America posted an all-time August record with U.S. sales up 12 percent to 88,523 vehicles — marking its 11th consecutive monthly gain. Strong demand across its electrified portfolio and SUV lineup helped fuel the performance. Palisade sales, with early sales of the all-new 2026 surged 39 percent to 15,560 units, while the Elantra HEV and Ioniq 5 also delivered record-breaking results.

“August was an exceptional month for us, with retail and total sales pacing well above our previous best August results,” said Randy Parker, CEO of Hyundai Motor North America said in a statement. “This momentum keeps us firmly on track for our best year ever.”

Kia America also set a new all-time monthly sales record, up 10 percent to 83,007 units. Several nameplates posted double-digit gains, including the Carnival minivan (+29%), Telluride (+19%), Sportage (+19%), K5 sedan (+13%), and EV9 (+12%). Kia said the EV9 and Sportage each delivered their best monthly sales totals ever.

Genesis, Hyundai’s luxury division, achieved its best August yet, with U.S. sales climbing 7.3 percent to 7,925 units.

Toyota, Ford Maintain Positive Momentum
Toyota Motor Corp. reported a 14 percent sales increase at the Toyota brand to 191,999 vehicles. Lexus followed with a 12 percent gain to 33,368. The RAV4 led Toyota’s lineup with 42,311 units sold, a 20 percent increase over last August. Camry sales also rose 14 percent to 28,523 units, contributing to Toyota’s balanced gains across SUVs, sedans, and hybrids.

Ford Motor Co. saw its namesake brand improve 5.3 percent to 180,934 vehicles, while Lincoln sales fell 15 percent to 8,379 units. Ford truck and SUV sales climbed 6.2 percent, paced by the Bronco, Expedition, and Explorer. However, F-Series volume dipped 3.4 percent amid tightening inventory and pricing competition. Electric vehicle sales were a bright spot, with Mustang Mach-E deliveries jumping 35 percent to 7,226.

Mixed Results for Other Brands
American Honda Motor Co. reported a 5.2 percent decline in August volume to 132,734 vehicles, despite strong gains from the Passport and Prologue crossovers. Honda attributed the year-over-year drop to inflated sales last August that followed the resolution of a major ransomware attack against dealer software provider CDK, which delayed June and July 2024 transactions into August of that year.

Subaru deliveries dipped 2.9 percent to 61,220 vehicles, but the Crosstrek set an all-time monthly record with 20,442 units sold — narrowly surpassing the previous high set in August 2024. It marked the fourth straight month the Crosstrek was Subaru’s top seller.

Mazda reported a 7.6 percent decline in U.S. sales, reflecting ongoing challenges from currency fluctuations and inventory constraints. The company saw strong demand for its new CX-50, CX-70, and CX-90 crossovers, but passenger car sales slid 28 percent.

Industry Outlook and EV Surge
Industrywide, analysts estimated that U.S. light-vehicle sales rose between 1.3 percent and 4.4 percent in August, depending on the forecasting firm. Retail deliveries were projected to rise 3.9 percent, aided by Labor Day sales events, steady lease volumes, and strong EV interest.

J.D. Power and GlobalData forecast that EVs accounted for a record 12 percent of retail deliveries in August, up from 9.5 percent a year earlier. Buyers rushed to take advantage of up to $7,500 in federal EV tax credits, which are set to expire on many models after September 30.

Despite the upbeat results, economists cautioned that several factors could challenge future sales. New-vehicle pricing has remained relatively stable even after the imposition of new U.S. tariffs on imported light vehicles, but that could change as more tariff-affected inventory replaces older stock.  We’ve been covering the known prices increases in this newsletter’s tariff section.

Leasing activity also remains historically low, a lingering side effect of pandemic-era supply disruptions. As fewer lease returns cycle back into the market, dealers and automakers are losing a key pool of repeat customers.

Still, many analysts remain cautiously optimistic. “Vehicle price inflation has been relatively tame, and unemployment rates are low,” said Charlie Chesbrough, senior economist at Cox Automotive said in a prepared statement. “Couple that good news with a strong stock market, and there are a lot of consumers who have stayed in a buying mood.”

Here are your winners & losers for August 2025 versus August 2024 from the car companies that report monthly: