San Diego County New Retail Light Vehicle Registrations Registrations Market share YTD '24 thru Nov. YTD '25 thru Nov. % change YTD '24 thru Nov. YTD '25 thru Nov. Acura 659 875 33% 0.5% 0.7% Alfa Romeo 63 48 -24% 0.0% 0.0% Audi 2,045 2,095 2% 1.6% 1.6% BMW 4,916 5,041 3% 3.8% 3.8% Buick 249 241 -3% 0.2% 0.2% Cadillac 788 983 25% 0.6% 0.7% Chevrolet 7,362 7,952 8% 5.6% 5.9% Chrysler 218 162 -26% 0.2% 0.1% Dodge 459 215 -53% 0.4% 0.2% Ford 10,002 11,066 11% 7.6% 8.3% Genesis 425 452 6% 0.3% 0.3% GMC 1,908 2,120 11% 1.5% 1.6% Honda 14,773 14,392 -3% 11.3% 10.8% Hyundai 6,461 6,626 3% 4.9% 5.0% Ineos 147 98 -33% 0.1% 0.1% Infiniti 296 235 -21% 0.2% 0.2% Jeep 2,318 2,164 -7% 1.8% 1.6% Kia 6,968 7,395 6% 5.3% 5.5% Land Rover 1,093 1,233 13% 0.8% 0.9% Lexus 4,724 5,222 11% 3.6% 3.9% Lincoln 310 285 -8% 0.2% 0.2% Lucid 195 271 39% 0.1% 0.2% Mazda 3,269 3,489 7% 2.5% 2.6% Mercedes-Benz 3,974 4,575 15% 3.0% 3.4% MINI 346 396 14% 0.3% 0.3% Mitsubishi 137 164 20% 0.1% 0.1% Nissan 4,502 4,515 0% 3.4% 3.4% Polestar 190 106 -44% 0.1% 0.1% Porsche 1,004 1,046 4% 0.8% 0.8% Ram 1,129 1,084 -4% 0.9% 0.8% Rivian 1,079 1,143 6% 0.8% 0.9% Subaru 4,500 4,366 -3% 3.4% 3.3% Tesla 16,470 13,771 -16% 12.6% 10.3% Toyota 23,399 26,039 11% 17.9% 19.5% Volkswagen 2,997 2,434 -19% 2.3% 1.8% Volvo 951 1,016 7% 0.7% 0.8% Other 696 395 -43% 0.5% 0.3% 1.8 2.3 2.5 3.4 3.0 3.4 3.8 3.6 4.9 5.3 5.6 7.6 12.6 11.3 17.9 1.6 1.8 2.6 3.3 3.4 3.4 3.8 3.9 5.0 5.5 5.9 8.3 10.3 10.8 19.5 Jeep Volkswagen Mazda Subaru Mercedes-Benz Nissan BMW Lexus Hyundai Kia Chevrolet Ford Tesla Honda Toyota YTD '25 thru Nov. YTD '24 thru Nov. Audi 17.0% Ram 15.4% Hyundai 14.8% BMW 12.1% Kia 4.6% This report is sponsored by the New Car Dealers Association San Diego County (858-550-0080) and produced by Auto Outlook (610640-1233). Any material quoted must be attributed to San Diego Auto Outlook, published by Auto Outlook, Inc. on behalf of NCDA San Diego County. Data source must also be shown as “Data sourced from Experian Automotive.” Please contact the Association with any questions or comments regarding the publication. Copyright December 2025. San Diego Auto Outlook Data thru November 2025 County Market Share for Top 15 Selling Brands YTD ‘25 thru November vs. Year Earlier Top ten ranked brands in each percent change category are shaded gray. Data sourced from Experian Automotive. Brands On the Move Largest % increase in registrations during past 3 months (Sep ‘25 thru Nov ‘25) vs. preceding 3 months (Jun ‘25 thru Aug ‘25) Among top 20 selling brands in past three months 26 SAN DIEGO DEALER
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