A new Cox Automotive forecast predicts Ford and General Motors will continue losing U.S. market share throughout 2026. The report links the decline to the automakers’ shift away from smaller, fuel-efficient cars and sedans as high gasoline prices push consumers toward competitors.
Ford’s sales are expected to fall 8.8% through the first three quarters of 2026. Its market share is projected to drop to 12.5% over the same period.
General Motors’ sales are forecast to decline 6.2% through the first three quarters of 2026. Its market share is projected to reach 16.7%.
The combined market share of the three major U.S. automakers is reportedly at an all-time low.
Toyota and Honda are expected to benefit from demand for fuel-efficient vehicles. Their wider ranges of hybrid vehicles are projected to help Toyota’s sales rise 1.1% and Honda’s 5.6%.
The forecast points to a mismatch between the product offerings of major U.S. automakers and consumer demand, which prioritizes fuel efficiency.