As the market finds its footing, evolving consumer demand is driving changes in new and used vehicle registrations. In response, manufacturers are balancing affordability and production efficiency to protect their market share.
According to Experian’s Automotive Market Trends Report: Q4 2025, new vehicle registrations slightly decreased to 3.8 million, from 4 million this time last year. On the used side, registrations ticked up slightly year-over-year, going from 9 million to 9.1 million.
With elevated new vehicle pricing and higher interest rates likely playing a role in new vehicle registrations dipping, buyers seem to be gravitating toward lower-cost alternatives in the used market.
Familiar OEM leaders remain steady at the top of market share
Despite shifts in vehicle registrations, leaders in new vehicle manufacturer market share have remained consistent.
For instance, data through the fourth quarter of this year reveled General Motors (GM), Toyota, and Ford continue to hold the top three positions in new vehicle market share, with GM coming in at 17.4% share, followed by Toyota (16.5%), and Ford (12.6%).
At the make level, Toyota held the top position for the fourth consecutive year in new vehicle market share, coming in at 14.1% through Q4 2025; they were followed by Ford (11.9%) and Chevrolet (11%).
Sustained leadership in today’s market isn’t just about scale, it relies on how quickly manufacturers can respond and adapt to shifting consumer preferences and industry changes. Those that adapt their portfolios and go-to-market approaches will be best positioned not just to protect their share, but to grow it as the market continues to evolve.
To learn more about vehicle market trends, view the full Automotive Market Trends Report: Q4 2025 presentation on demand.
