Car buying patterns are already changing in 2025 as consumers and industry adjust to the auto tariffs that have dominated the conversation this year.
Although the United States eventually reduced the tariff burden on most of its trading partners to 15%, for much of this year, importers paid 25% tariffs on cars and auto parts.
Although automakers have made it clear they will not raise prices in response to tariffs, the threat of price hikes has caused consumers to flock to auto dealers.
Ford used incentives and fears of tariffs to become the best-selling brand in the United States in the first half of this year. Ford said total second-quarter sales grew seven times faster than the entire auto industry.
Sales volume in the first six months of this year was 1.1 million units, a year-on-year increase of 6.6%.
In the third quarter, General Motors captured 17% of the market, its highest share of the U.S. market since 2017.
However, while automakers failed to maintain the same sales pace in the fourth quarter, their sales increased from last year, with one U.S. OEM taking the 2025 sales crown.
The U.S. auto industry is faltering to the finish line as car buyers fail to keep up with the explosive buying pace earlier this year.
While new car sales in December are expected to be up from previous months, seasonally adjusted annual sales in December are expected to be close to 15.9 million units, down from 16.8 million units last year but up from 15.6 million units in November.
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General Motors: 2.83 million vehicles (a year-on-year increase of 5.1%); 17.3% market share
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toyota: 2.52 million vehicles (8.4% year-on-year growth); 15.5% market share
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Ford: 2.18 million vehicles (a year-on-year increase of 5.6%); 13.4% market share
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modern: 1.84 million vehicles (a year-on-year increase of 7.9%); 11.3% market share
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Honda: 1.42 million vehicles (a year-on-year increase of 0.6%); 8.8% market share
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Source: Cox Automotive
General Motors expects to sell more than 685,000 vehicles by the end of the fourth quarter, down 8.7% year-on-year, making it the sales leader in 2025 with more than 2.8 million vehicles sold this year.
General Motors’ vehicle sales increased by 5.1% from a year ago to 2.7 million vehicles, and its market share increased by 0.5% to 17.3%.
Toyota ranked second for the second consecutive year, with sales of 2.5 million vehicles. The year-on-year growth was 8.4%, and the market share increased by 1% to 15.5%.
Car buyers may be nervous about prices after President Trump announced “Liberation Day” tariffs, but automakers are easing those concerns by offering incentives.
