May auto sales showed varied results for automakers, with hybrid models and rising gas prices influencing buyer behavior. Prices over $4 per gallon increased interest in fuel-efficient cars, helping some brands while others faced setbacks. Kia, Hyundai, and Mazda posted gains, while Ford and Honda saw declines. The month’s figures highlight changing consumer choices and industry challenges.
Kia’s Record Sales Signal Hybrid Momentum
Kia sold 80,502 vehicles in May, up 11% from the same period last year. The Sportage SUV led sales, outselling all other models. Hybrid versions drove much of the growth, with Sportage Hybrid sales up 171% and Sorento Hybrid sales rising 101%. Carnival Hybrid sales also jumped 32% year-over-year. Year-to-date, Kia sold 360,220 vehicles, a 2.0% increase compared to the first five months of 2025.
Hybrid models made up a large share of Kia’s May sales, showing broader consumer trends. The automaker’s focus on electrified vehicles seems to be working, with hybrids contributing to the overall growth.
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Ford Struggles Amid Declines Across Most Models
Ford reported a 13.3% year-over-year drop in May sales, totaling 181,627 vehicles. Most models saw declines, including the Mustang, Bronco Sport, Expedition, and F-Series. The Ranger had the sharpest drop, falling 23.3% compared to May 2025. However, the Maverick remained a bright spot, with sales rising 10% for the month. Its hybrid powertrain likely appealed to buyers concerned about fuel costs.
Other models showed modest gains, such as the Bronco (up 5.2%) and Explorer (up 8.8%). Ford’s struggles highlight the difficulties of competing in a market increasingly favoring hybrids and electrics.
Hyundai’s Hybrid Push Lifts Sales, But EVs Lag
Hyundai sold 87,468 vehicles in May, up 3.0% from the prior year. Electrified vehicles, especially hybrids, were key to growth, with hybrid sales up 90% year-over-year. The Tucson, Elantra, and Sonata hybrids all set sales records for the month. The Tucson remained Hyundai’s best-selling model, up 3.0%, while the Palisade saw a 17.9% increase.
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However, the Ioniq 5 EV faced a steep decline, with sales down 79% for the year. Hyundai’s decision to discontinue regular Ioniq 6 trims in favor of the high-performance Ioniq 6 N has left the EV segment struggling, with sales down 85% compared to May 2025.
Mazda’s Miata Surpasses Expectations
The Mazda MX-5 Miata saw a dramatic sales surge in May, with units sold jumping 196.6% compared to the same period last year. Mazda sold 1,053 Miatas, with soft-top models dominating the tally. Year-to-date sales are up 10.9%, marking a strong start for the iconic sports car. The Miata outperformed the Subaru BRZ, which saw a 21.8% decline.
Mazda’s overall sales rose 35.0% in May, though year-to-date figures are down 6.9%. The Miata’s resurgence suggests a continued appetite for lightweight, fun-to-drive vehicles.
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Subaru WRX Makes a Comeback
Subaru’s WRX sedan saw a dramatic rebound in May, with sales jumping 148% compared to last year. The automaker sold 1,195 units, up from 482 in May 2025. The introduction of a new entry-level model priced at $33,690 appears to have revitalized interest in the WRX. Year-to-date sales of 5,875 units indicate sustained momentum.
The WRX’s revival comes after months of declines, signaling that Subaru’s strategy to make the model more accessible is working.
Honda’s new Preludes model, launched this year, sold 319 units in May—meeting expectations but unlikely to challenge the Miata’s dominance. The brand’s overall sales remain steady, with no immediate signs of disruption from the new model.
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