U.S. auto sales: How Japanese brands performed in Oct.

Oct. was a mixed month for major Japanese automakers in the U.S. While some brands posted record gains, others continued to face headwinds — but there were standout moments across the board.

Brand breakdown:

Honda’s U.S. sales inched up 2.1% last month, offsetting a 2.8% dip at Acura. 

• Honda also reported a 31% increase in sales of all its electrified models.

• Inventories have also grown, tripling from a year ago to 159,588 units by month’s end.

Toyota saw a 5% decline in Oct. sales, bucking industry expectations of 8 – 11% growth. 

• The brand’s sales dipped due to a stop-sale on the Grand Highlander and a slow month for models like the 4Runner and Highlander Crossover. 

• Lexus also slipped, down 2.3% from last Oct. 

• Still for the first time, over 50% of Toyota and Lexus’s combined U.S. sales were electrified vehicles, including hybrids and EVs.

Subaru’s sales rose 1.5%, marking the brand’s 27th straight month of year-over-year growth. 

• The Crosstrek led the pack with a 16% sales bump, followed by the Outback, up 9.3%. 

• Together, its core lineup of the Crosstrek, Outback, and Forester made up 79% of Subaru’s U.S. sales.

Mazda posted a standout month, with October sales surging 59% to 37,307 units—the sixth consecutive month of year-over-year growth. 

• The CX-30, CX-50, CX-90, and CX-70 all broke Oct. sales records, reinforcing Mazda’s foothold in the crossover market.

Market pulse: According to Cox Automotive, new-car inventories rose 25% in October to 2.76 million vehicles, with an 81-day supply on average. Yet – hybrids are still sparse, as high demand outpaces availability, creating wide disparities between brands. Toyota and Lexus are leading in inventory turnover, while Honda is shifting to capitalize on the interest in hybrid vehicles and light trucks.

Key takeaways: A few missteps with SUVs held Toyota back last month, but Honda’s finding a rhythm. Mazda’s all-in on crossovers, and it’s paying off big time, while Subaru’s core lineup keeps pulling in loyal buyers. For now, we’ll have to wait and see how the domestic automakers stack up against the competition. 

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