Market pulse September 2026 · Toyota leads the month at 171,469 · Genesis posts the biggest year-over-year gain at +17.6% · Lincoln is the only decliner at −7.3% · 706,801 sold across the ten brands that reported September.
01

The whole pie: market share by brand

Pie breakdown

Year

Biggest mover · Genesis +17.6% vs Sep 2025 Top seller · Toyota 171,469 in September Only decliner · Lincoln −7.3% vs Sep 2025

02

Brand performance

Brand

Year

Model mix

ModelAug 2026Jan–Aug 2026Share of brandYTD vs 2025
03

Comparison

View

Year

Month

04

Financing & trade-ins

View

New-vehicle payment mix, Q2 2026

Share of new-vehicle transactions. “Cash & other” is the remainder after loans and leases (cash purchases, credit-union-direct and unclassified deals).

Who holds the paper — total auto finance market share, Q2 2026

Share of all outstanding auto loans and leases by lender type (Experian). “Other” is the remainder: finance companies, buy-here-pay-here and smaller lenders.