Despite 411 different models spread across 33 market segments, American car buyers have made their choice remarkably clear: they want trucks and SUVs, period.
Driving the news: A new study by S&P Global reveals that four segments drive over 50% of U.S. new car sales:
Compact utility is the largest segment, with 21% of new retail registrations.
Three-row utility vehicles accounted for 12.3% of new vehicle sales.
The sub-compact plus utility segment jumped from 2.1% a decade ago to 9.2% today.
Full-size half-ton pickups account for 8.2% of vehicles sold.
Why it matters: As consumers gravitate to specific utility segments, dealers need to align inventory, marketing, and service offerings with these dominant vehicles to stay competitive and maximize turnover.
Between the lines: Other traditional segments are fading. Sub-compact utilities dwindled to just 1.1% (down from 2.6%), while compact car, midsize car, subcompact car and mid sport car segments dropped to a combined 12.2% share.
Zooming in: While no automaker dominates market share, there are clearly some go-to utility vehicles that have more consumer appeal in specific segments.
Three models account for 40% of compact utility sales—including the Honda CR-V (15.8%), Toyota Rav4 (14.5%), and the Chevrolet Equinox (9.7%).
The Chevrolet Trax (15.2%), Subaru Crosstrek (14.4%), Honda HR-V (13.2%), and Ford Bronco Sport (9.5%) made up 52% of sales as of May 2025 CYTD.
Two models—the Ford F Series (29.4%) and Chevrolet Silverado (25%)—account for 54.4% of the full-size half-ton pickup segment.
Bottom line: The car market’s shift toward a few high-demand utility vehicle segments signals a need for strategic focus—with success favoring brands that streamline portfolios, double down on top-performing models, and align investments with where consumer demand is most durable and predictable.
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