Hyundai posts record February U.S. sales while Ford and Toyota slip

Hyundai Motor North America continued to build on its market momentum in February, seeing major sales gains, while Ford Motor Co., Toyota Motor Corp., and Honda Motor Co. all saw their numbers decline.

First things first: Hyundai posted record sales across all three of its brands – Hyundai, Kia, and Genesis, driven, in large part, by growing demand for the company’s electric and hybrid vehicles.

• Hyundai sales increased 2.8% to 62,032 vehicles last month, with hybrid sales surging 57% and electric vehicles seeing a 35% surge. 

• Kia sales rose 7.2% to 63,303 vehicles, with sales of the brand’s EVs growing 22%, according to February figures.

• Vehicle sales for Hyundai Motor Company’s luxury brand Genesis jumped 20%, a February record for the nameplate.

Mazda and Subaru also saw a sales increase, with Mazda posting a February sales record in February as well, delivering 33,538 vehicles, a 2.5% increase. Subaru saw its deliveries rise 4.1%, the brand’s 31^st month of sales growth.

In comparison: Vehicle sales for Ford, Toyota., and Honda veered in the opposite direction, with all three companies seeing a decline in their deliveries last month.  

• Ford recorded an 8.8% decline in deliveries (157,820 vehicles) in February, with Ford brands falling 8.2% to 151,066 units and Lincoln seeing its deliveries drop 20.5% to 6,754 vehicles.   

• Toyota's vehicle sales dropped 4.9% to 175,349 last month, with Toyota brand sales falling 5.8% and Lexus remaining flat with 25,330 vehicle deliveries.

• Honda Motor Co.’s brands—Honda and Acura—saw their sales decline to 97,688 deliveries (2.6%) and 9,323 (4.6%), respectively, for a combined decrease of 2.8% to 107,011 deliveries. 

Bottom line: Hyundai and Kia’s momentum is hard to ignore, especially as legacy rivals slip. Ford’s drop raises concerns about pricing power and demand resilience, while Mazda and Subaru’s steady gains suggest some brands are better positioned to ride out market turbulence.

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