Honda Notches Sole Gain in Alarming April Sales Report
All six mass-market manufacturers that share monthly U.S. new unit volumes with the Automotive News Data Center saw sales decline in April, leaving Honda as the only marque to register a year-over-year improvement.
Sales of new Hondas increased by 1.6% compared with April 2025; however, a 15.6% decline in sales of American Honda’s premium Acura brand left the factory with an 0.2% overall decrease.
Mazda fared the worst with a 17.3% year-over-year loss, followed by Ford (-14.5%) and Subaru (-5.9%).
In his report, which also includes the latest pricing and incentive spending data from JD Power and GlobalData, AN’s David Phillips says two key factors are making new vehicles increasingly unaffordable and hurting sales.
“The market has cooled considerably since the highs of 2025, when consumers took advantage of any pre-tariff prices and locked in federal tax credits toward a new EV before they expired in September,” Phillips writes.
