OEM January sales mixed amid wintry weather

Despite winter storms negatively impacting new-vehicle sales in January, several manufacturers reported increased sales for the month. The automotive market was “resilient” despite weather challenges in the first month, Tim Owens , head of consumer vehicle lending at Bank of America , told Auto Finance News on Feb. 2 during the 2026 AFSA Vehicle Finance Conference in Las Vegas. “Pent-up demand ... will catch up once the weather in the Northeast settles,” he said. Industrywide, the new-vehicle seasonally adjusted annual rate (SAAR) is projected to land at 14.9 million units in January, down from an initial estimate of 15.3 million, on the heels of winter weather disruptions in consumer shopping, according to a Cox Automotive release that was updated on Feb. 4. The SAAR is below January 2025’s level of 15.5 million units and 16.1 million in December 2025. Cox Auto forecasts January sales at 1.1 million units, up 3.2% year over year but down 23.5% month over month. January new-vehicle sales forecast A stronger tax refund season should boost sales in the coming months, Andy Mayers , lender solution strategist at Cox Auto, told AFN at last week’s NADA Show 2026 , also in Las Vegas. “Historically, around tax season we see higher car sales because the car buyers have more money to put toward down payments,” he said. “We're optimistic this year [since] there's going to be a larger amount of tax refunds returned, which will help fuel some of the ability for people to make things more affordable.” January sales by OEM Weather affected Honda and Acura sales in the Northeast and Southeast U.S. in the second half of January, according to the manufacturer’s Feb. 3 sales report. Still, Honda sales rose 1.7% YoY to 89,575 units for the month, while Acura sales came in at 9,019 units, up 3.8% YoY. American Honda ’s combined sales ticked up 1.9% YoY to 98,594 units in January. Hyundai Motor America ’s sales increased 2.1% YoY to 55,624 units, marking the best January in company history, according to its Feb. 3 release. Manufacturers must be mindful of demand since interest rate cuts were passed last year but not much movement has been felt in auto finance rates, Hyundai Capital America Chief Executive Jim Drotman told AFN during AFSA. “That gives the OEMs the opportunity to look at what's going to drive consumer behavior , with potential APRs they can put in market to support the consumers, and that plays through for affordability , [along with] leasing for the customers to have a lower payment for a shorter term.” January 2026 new-vehicle sales [caption id="attachment_58359016" align="aligncenter" width="660"] (Auto Finance News | Source: OEM sales reports) [/caption] Kia America also reported a 13.2% YoY increase in sales to 64,502 units, according to its Feb. 2 sales release. In fact, Glendale, Calif.-based dealership Car Pros Kia Glendale sold 6,454 new and used cars in 2025, according to a Feb. 2 release from Car Pros Automotive Group . The dealership was the top-selling Kia dealership in the nation for the year. “We're averaging for the California region about 1,600 vehicles a month,” Shirley Jones , chief financial officer at Car Pros Automotive, told AFN during NADA, adding that 70% of the sales are for new cars. “Strategizing around affordability in the market, understanding who your consumers are, [are] key to maintaining your success with selling vehicles." -- Shirley Jones, Car Pros “Strategizing around affordability in the market, understanding who your consumers are, [are] key to maintaining your success with selling vehicles,” she said. “Getting the right vehicles on your lot, knowing the market that you're in.” Toyota Motor North America ’s U.S. sales rose 8.1% YoY to 176,853 units, driven by a 7% YoY uptick in Toyota sales to 150,886 vehicles and a 14.8% rise in Lexus sales to 25,967 vehicles, according to data provided to AFN . Mazda ’s sales, however, fell 14% YoY to 28,958 vehicles in January, but its certified pre-owned vehicle sales increased 4.9% YoY to 4,974 vehicles, according to the OEM's Feb. 3 sales release. EV sales decline Electric vehicle sales slowed in January as the elimination of the federal EV tax credit in September contributed to dampened consumer demand. [caption id="attachment_58330936" align="alignleft" width="300"] © Can Stock Photo / vlaru[/caption] American Honda’s electrified vehicle sales fell 12.1% YoY to 27,375 units in January, according to the sales release. Ford sold 14,228 electrified cars in January, down 25% YoY, according to its release. Sales of fully electric vehicles fell 69.2% YoY to 1,743 units while hybrid vehicle sales declined 6.1% YoY to 12,485 units. Hyundai Motor America’s sales of its Ioniq 5 and Ioniq 6 EVs also declined in the month, with Ioniq 5 sales down 5.5% YoY to 2,126 units and sales of the Ioniq 6 down 60.5% YoY to 344 units, according to the sales release. Kia’s sales of its EV6 and EV9 declined 65% YoY to 540 units and 45.3% YoY to 674 units, respectively, according to the sales release. Car Pros emphasizes educating consumers on the benefits of EV ownership, Jones said. “Within Kia, we rank [as] one of the highest dealerships of EV sales,” she said, adding that elimination of the tax credit hasn’t “prevented us from selling EVs.” TMNA’s U.S. electrified sales totaled 79,561 vehicles, down 6.1% YoY, according to data provided to AFN . Overall, consumer demand for vehicles remains “resilient” despite market challenges, HCA’s Drotman said during a panel discussion at AFSA, noting that low unemployment and the need for consumers to replace older vehicles will drive purchase desire. “[There is] a lot of new technology in those vehicles and products that customers want and need for some part of utilization for the vehicle,” he said. — Additional reporting by Aidan Bush Auto Finance News will present multiple invaluable events for industry professionals in 2026, starting with Auto Finance Summit East and Auto Finance Capital Summit in May. To see event agendas and register, visit autofinance.live .

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OEM January sales mixed amid wintry weather

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