San Diego County New Retail Light Vehicle Registrations Registrations Market share YTD '24 thru Aug. YTD '25 thru Aug. % change YTD '24 thru Aug. YTD '25 thru Aug. Acura 494 711 44% 0.5% 0.7% Alfa Romeo 46 33 -28% 0.0% 0.0% Audi 1,550 1,519 -2% 1.6% 1.5% BMW 3,625 3,752 4% 3.8% 3.8% Buick 159 186 17% 0.2% 0.2% Cadillac 605 686 13% 0.6% 0.7% Chevrolet 5,057 5,894 17% 5.3% 6.0% Chrysler 172 124 -28% 0.2% 0.1% Dodge 384 136 -65% 0.4% 0.1% Ford 7,352 8,003 9% 7.6% 8.1% Genesis 313 337 8% 0.3% 0.3% GMC 1,369 1,575 15% 1.4% 1.6% Honda 10,698 10,666 0% 11.1% 10.8% Hyundai 4,719 4,719 0% 4.9% 4.8% Infiniti 215 176 -18% 0.2% 0.2% Jaguar 90 44 -51% 0.1% 0.0% Jeep 1,706 1,643 -4% 1.8% 1.7% Kia 4,979 5,482 10% 5.2% 5.6% Land Rover 805 940 17% 0.8% 1.0% Lexus 3,588 3,947 10% 3.7% 4.0% Lincoln 251 206 -18% 0.3% 0.2% Maserati 39 25 -36% 0.0% 0.0% Mazda 2,402 2,636 10% 2.5% 2.7% Mercedes 2,774 3,504 26% 2.9% 3.6% MINI 260 286 10% 0.3% 0.3% Mitsubishi 98 118 20% 0.1% 0.1% Nissan 3,340 3,396 2% 3.5% 3.5% Polestar 153 82 -46% 0.2% 0.1% Porsche 696 792 14% 0.7% 0.8% Ram 811 778 -4% 0.8% 0.8% Rivian 806 807 0% 0.8% 0.8% Subaru 3,267 3,352 3% 3.4% 3.4% Tesla 12,810 9,839 -23% 13.3% 10.0% Toyota 16,999 18,948 11% 17.7% 19.3% Volkswagen 2,234 1,820 -19% 2.3% 1.8% Volvo 723 773 7% 0.8% 0.8% Other 618 455 -26% 0.6% 0.5% 1.8 2.3 2.5 3.4 3.5 2.9 3.8 3.7 4.9 5.2 5.3 7.6 13.3 11.1 17.7 1.7 1.8 2.7 3.4 3.5 3.6 3.8 4.0 4.8 5.6 6.0 8.1 10.0 10.8 19.3 Jeep Volkswagen Mazda Subaru Nissan Mercedes BMW Lexus Hyundai Kia Chevrolet Ford Tesla Honda Toyota YTD '25 thru Aug. YTD '24 thru Aug. Rivian 27.9% Tesla 19.6% Nissan 5.8% Chevrolet 1.5% GMC 0.2% 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 September 2025. San Diego Auto Outlook Data thru August 2025 County Market Share for Top 15 Selling Brands YTD ‘25 thru August 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 (Jun ‘25 thru Aug ‘25) vs. preceding 3 months (Mar ‘25 thru May ‘25) Among top 20 selling brands in past three months
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