The first month of 2026 left a message for the automotive industry in the United States: stability in volume, but a transformation in preferences. With 1,107,423 units sold in total, the market practically repeated the performance of the same period of the previous year, although the context was very different.

Severe winter storms in the eastern region of the country, along with adjustments in tax policies that directly impacted electric vehicles, conditioned consumer behavior.

This was compounded by increasing economic pressure: the average monthly payment for a new car is around $760, a figure that forces many buyers to carefully analyze their decision.

In this scenario, efficiency and total cost of ownership became determining factors. Traditional hybrids emerged as major players, while pure electric vehicles faced a slowdown following the elimination of certain tax incentives.

Hybrids on the rise, electric vehicles under pressure

One of the most significant changes in January was the implementation of the OBBBA law, which eliminated federal tax credits for electric vehicles. This measure reduced the EV market share to between 5% and 7% of the total market.

Without subsidies, many buyers reconsidered their decision, especially in an environment of high interest rates and large monthly payments. Limited charging infrastructure in some regions also continues to be an obstacle.

In contrast, traditional hybrids captured approximately 15% of the market. Their appeal lies in offering fuel savings without relying on charging stations or government incentives. Hybrid models from Toyota, Honda, and Hyundai managed to establish themselves as practical alternatives for everyday use.

This change reflects a more pragmatic attitude among American consumers: efficiency without complications.

Brands that dominated January

The manufacturing ranking shows a clear dominance of the large, traditional groups, although with interesting movements among Asian brands.

General Motors (GM) led the month with 191,082 units sold. Although it registered a slight drop of 1.4%, it maintained a solid 17.3% market share. The strategy of adjusting 2025 inventories and reinforcing local promotions helped sustain its position.

Toyota came in second with 176,906 units, growing by 8%. Its hybrid portfolio, with models like the Highlander and Camry, was key to capturing 16% of the total market.

Ford reached 128,302 sales, representing a drop of 5.5%. Reduced demand for some electric vehicles, such as the Mustang Mach-E, impacted the results, although the brand remains strong in combustion-engine pickups and SUVs. Honda added 98,610 units, a 1.9% increase. Its reputation for reliability and efficiency keeps it a solid choice for families. Stellantis recorded 83,713 sales, growing 1.2%. Brands like Jeep and Ram continue to be competitive in the off-road and work vehicle segments. Nissan sold 71,232 units, up 4.8%, driven by attractive compact SUVs for young buyers. Kia stood out with 64,521 units and a remarkable 13.2% growth, marking one of the best performances of the month thanks to modern designs and good value for money. Hyundai achieved 60,828 sales, advancing 2.9%, supported by its hybrid offerings and extended warranty. Tesla sold 43,800 units, growing 9.5%. Despite the loss of incentives, the brand maintains a loyal customer base. Subaru closed out the top 10 with 42,163 units, although with a 9% drop. Its focus on all-wheel drive remains attractive in states with harsh climates.

Economic Factors and Local Production

The market is also reacting to new tax deductions that favor domestic production. Brands assembled in the United States could benefit compared to those that rely more on imports from Mexico or Canada.

This environment adds strategic pressure for manufacturers, who must balance electrification, costs, and local manufacturing.

The so-called “post-subsidy hangover” in the electric vehicle segment suggests that the rapid growth of previous years is moderating. Without incentives, consumers seem to be prioritizing more affordable options with less operational uncertainty.

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