Mixed Bag for May Sales as Mazda, Subaru Post Double-Digit Gains
Sales of new Mazdas and Subarus improved by 35% and 10%, respectively, in May, leading all U.S.-facing factories reporting to the Automotive News Data Center.
Mazda’s volume spiked thanks in large part to a 107% increase in sales of its CX-50 hybrid SUV. Honda (9.9%) and Hyundai (3.4%) also reported year-over-year gains.
Sales decreased for Ford (-13.7%) and Toyota (-0.6%). Other major manufacturers, including General Motors and Stellantis, report on a quarterly basis.
Citing GlobalData, AN’s David Phillips reports new vehicle sales were up 0.6% overall in May — driven primarily by fleets — but are down 5% compared with the first five months of 2025.
“The typical new-car buyer is more affluent than the average consumer, and record-high equity prices have left many households flush and able to purchase a new vehicle, while affordability and elevated finance rates leave many other consumers on the sidelines,” writes Phillips, whose report also includes the latest incentive spending and inventory data.
