U.S. auto sales are recalibrating after tariff-fueled frenzy

April sales reports are rolling in, and early signals tell us March Madness is behind us—both on the court and in the showroom.

Driving the news: Car sales in April showed a cooler, more measured vibe to the auto market. That’s not code for weak demand—it just means the wave of buyers chasing refund-season deals and the tariff-induced rush is starting to moderate.

Let’s talk records: Hyundai and Kia just posted their best April to date.

• Hyundai moved 81,503 vehicles—up 19% YoY, but down 6.3% from March.

• Kia also kept its streak alive with 74,805 units sold—up 14% YoY, but 4.8% lower than March. 

• That makes seven straight record-setting months for both brands.

Mazda was close behind, celebrating its second-best April yet.

• The brand sold 37,660 vehicles—up 21% compared to April 2024, but down 12.6% from March’s surge. 

And for Honda—it wasn’t the best April to date but it was a record month for the CR-V, Passport, Odyssey, and HR-V.

• April sales hit 123,637 units—up 16.6% from last year, down 8.5% vs. March. 

The outlier: Acura beat the odds in April, with sales coming in at 14,019 units—up 33% from a year ago and 10% from March.

• It was also the brand’s best April since 2021 thanks to a record sales of the ZDX, a strong ADX launch, and a 49% jump in SUV sales.

Detroit’s story? Also strong—just less splashy.

• Ford sold 208,675 vehicles in April, up 16.2% from last year and 4.5% from March. 

• Ford also sold 28,190 electrified units, up 8.4% vs ‘24.

• GM reported 267,051 vehicles sold in April, up 20% from a year ago and 8.2% from March—with a hefty bulk of sales coming from the 82,537 Silverado and Sierra units moved, according to GM spokesman Jim Cain.

Subaru on the other hand saw the sharpest reset…

• April sales came in at 56,011 units—flat vs last year and down 21.6% from March, which was its strongest month since 2019.

• Still, core models pulled their weight: Forester rose 8.3% vs ‘24, and Crosstrek notched a record 14,935 units sold (+23.2%).

Between the lines: With the urgency gone, April offered a better read on what’s working right now: hybrids, refreshed nameplates, and lineup consistency. Incentives and headlines may shift, but product fit pulls buyers in.

What we’re watching: March’s rush is over, but the noise hasn’t cleared. And in a market sorting itself out—clear product positioning and consistent execution seem to be cutting through the noise.

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