Automakers set new sales records despite looming tariffs
As Trump’s “Liberation Day” crept closer, Americans weren’t sitting on their hands—they were out buying cars, likely in an effort to save a little bit of money. As a result, several automakers overdelivered on sales goals and even set new brand records. And while the celebrations are almost certainly due to be short-lived, a good Q1 should help lessen the economic blow of what will likely be a turbulent year for virtually every automaker.
Kia
Subaru, Mazda, and more shatter existing sales records for March, and some set new highs for single-month sales
While plenty of automakers enjoyed lucrative months, including Mitsubishi (up 11% year-over-year) and BMW (up 3.7% from 2024), some OEMs set literal records amidst the uncertain economic climate. Subaru celebrated a record March and the best-ever sales month in the brand’s history, the cherry on top of 32 consecutive months of sales growth. Q1 sales were up 9.1%, and the brand clocked 71,478 vehicles sold in March, which topped last March’s 61,297 units and shattered the existing single-month record of 70,039 set in August 2019. Mazda also celebrated a record-breaking month, managing to move 43,097 cars and SUVs.
Two Korean brands celebrated similarly successful months, too. For Hyundai, breaking the old March record meant selling 87,019 units, which was also the second-highest total sales month in the brand’s history. For Kia, it meant moving 78,540 vehicles. Lastly, there’s Honda, whose records were slightly more selective but certainly no less impressive. It was the brand’s best month of all time for their trucks and SUVs, moving 98,374 units total.
Subaru dealership and delivery process Subaru
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The hits don’t stop
While these record-setting months are impressive on their own, some automakers also managed to redefine expectations for the entire quarter on the back of their March showings. Honda also succeeded here, with their lofty truck and SUV sales marking a Q1 record alongside a record for electrified models. 45,831 new electrified Honda models found their way into customer garages in March. Hyundai moved 203,554 units, allowing the Korea-based automaker to celebrate a record Q1 alongside neighbor Kia, which moved 198,850 cars, trucks, and SUVs.
Final thoughts
Astute readers will notice that all these red hot record setters have one thing in common: a home outside the United States. Interesting, too, is the fact that Q1 of 2025 was not so favorable for at least two other brands: Stellantis and Tesla. Tesla saw a 13% decrease in sales, while total US Stellantis sales amounted to a 12% decrease year over year (notably, despite Ram 1500 sales increasing 14%). With tariffs now in place, US-based automakers may theoretically have an advantage; of course, as almost all automakers rely on components from other parts of the world, that advantage is likely extremely slim. Time will tell if overseas automakers will continue to dominate the competition, even if the customer has to pay more than they’re accustomed to.
