U.S. vehicle sales by major car brands through December 2023

In terms of monthly light vehicle sales in the United States, Toyota was the top brand in December 2023 with Ford and Chevrolet in second and third place. Customers in the U.S. bought nearly 182,500 Toyota-badged vehicles in December 2023.

What was the effect of the pandemic on sales?

U.S. vehicle sales tanked in March 2020 but bounced back soon thereafter. Due to the global chip shortage, sales fell again through 2021 and 2022. U.S. auto dealers sold around 1.27 million light vehicles in December 2022, an increase of 5.39 percent year-on-year. These figures can be seen as a consequence of the dwindling supply while automakers halted manufacturing due to a lack of semiconductors for vehicle production. Raw material price inflation and the cost of living crisis recorded in 2022 had also impacted the supply and demand for new vehicles.

Pre-crisis plateau

Slightly under 14.5 million light vehicles were sold to U.S. auto dealers in 2020. Retail sales are estimated to have slowly recovered in 2021, falling short of the 15 million mark. New sales of light vehicles remained relatively flat between 2017 and 2019 albeit on a high level. 2019 car and light truck retail sales of just under 17 million units put the industry’s new light retail sales figures 1.4 percent lower in 2019 than in 2018. It was particularly passenger cars that did not move off the shelves easily, as light truck sales reached a peak in 2019. Passenger cars now only represented less than one-third of all light vehicle sales in the U.S. While the market recovered through 2023, passenger cars remained the less popular alternative to the larger light trucks for U.S. consumers.