US automakers optimistic about improving auto sales despite signals for a difficult 2026

The auto sales outlook of the top five US automakers at the NADA show 2026 reflects concerns about affordability – and expectations for a better year than 2025. 

General Motors targets improved inventory flow before late‑2026 refresh

GM executives from Chevrolet, Buick and GMC said changes to ordering and production are intended to give dealers steadier access to high‑demand models. Head of Buick/GMC Jaclyn McQuaid plans to increase production “for some of the key products that dealers tell us they need more inventory on.” Chevrolet’s Scott Bell added that the new process will help dealers obtain out‑of‑stock configurations more quickly and “stabilize some of these valleys” in inventory seen in 2025. Chevrolet is aiming for a fifth consecutive year of retail‑sales growth. 

Toyota noted that a headwind in 2026 will be the new-generation RAV4 coming up to speed and causing some volume issues. David Christ, group vice president for Toyota Motor North America and head of the Toyota brand, said, “Anytime you transition a big model, you’re going to have a little volume drop, so we’re hoping to make up the RAV4 volume with other cars in the brand.” 

This gives Toyota an opportunity to expand auto sales of the Crown and Crown Signia and the new bZ, bZ Woodland and C-HR EVs. Toyota expects auto sales to decline slightly in 2026, but the Toyota and Lexus brands can improve sales versus 2025. “We see a good, solid 2026, but a lot of the [selling rate] is kind of determined by pricing.

How the industry handles tariff pricing or the impact from tariffs will determine how fast the market goes or how slow the market goes,” Christ said. To address affordability, Toyota is investing in passenger cars and adjusting the model mix to increase the availability of base grades.

Honda aims to grow both brands through adjusted powertrain and trim mixes. A new Honda EV arrives late in the year alongside minor updates to Accord and Pilot, and Acura launches the RSX EV in Q3. American Honda’s vice president of sales, Lance Woelfer, highlighted Honda’s manufacturing flexibility, saying, “That we can on the same line build a gasoline engine vehicle, a hybrid vehicle or an EV… gives us the ability to be in the right place for the market.”

Assistant vice president of Honda sales, Jessika Laudermilk, said Honda will prioritize dealer inventory discipline with a targeted 30‑day supply and increase availability of lower‑priced gasoline trims in price‑sensitive segments. Given changes in the EV market, Honda expects Prologue EV sales of about 17,900 units in 2026, down from 39,194 in 2025.

Acura is focusing on attracting entry‑luxury buyers with the Integra and ADX. The RDX ends production in early 2026, following discontinuation of the TLX and slow‑selling ZDX in 2025. The RDX provided 30% of Acura brand sales in 2025. Though the vehicle will still be produced in the early part of 2026, the loss is significant. The brand is offering a loyalty incentive program to retain RDX customers and will launch the RSX EV mid‑2026.