Hyundai Motor is projected to surpass Ford Motor in quarterly vehicle sales during the third quarter, marking the first time the South Korean automaker has achieved this milestone, according to forecasts released Thursday by Cox Automotive. Hyundai is expected to report 511,421 units sold, representing a 6.5% increase compared to the same period last year, while Ford is anticipated to sell 504,172 vehicles, reflecting a 7.1% year-over-year decline.
This shift would position Hyundai as the third best-selling automaker in the U.S. market, trailing only General Motors and Toyota Motor. The change reflects broader trends in the automotive industry, where overall new vehicle sales have remained stronger than anticipated. Cox Automotive raised its forecast for total 2026 U.S. sales by approximately 2% to 16.1 million units. Jeremy Robb, Cox chief economist, noted that while both new and used vehicle sales remain below prior-year levels, the declines have been modest.
Ford responded to the forecast by stating it continues to outsell Hyundai through August. The Detroit automaker highlighted the growth of vehicles imported from Korea, including those from Hyundai, Kia, and General Motors’ South Korean production facilities. Ford attributed competitive advantages to tariffs, currency exchange rates, labor costs, and supply chain factors that favor Korean manufacturing over U.S. production.
Cox analysts identified a critical competitive disadvantage for Detroit automakers: limited hybrid vehicle offerings. General Motors currently offers hybrid versions only of the Corvette, while Ford provides hybrids in its Maverick and F-150 trucks. With fuel prices averaging $4.48 per gallon nationally, consumer demand for fuel-efficient vehicles has increased significantly. Hyundai’s broader hybrid portfolio, combined with its luxury Genesis brand and corporate sibling Kia, has enabled the Korean automakers to capture market share.
Ford has faced additional headwinds from production disruptions caused by two supplier fires that impacted F-Series pickup truck manufacturing. Meanwhile, Toyota Motor has narrowed its sales gap with General Motors through strong hybrid sales. Cox forecasts indicate Toyota may overtake GM in annual U.S. sales this year, which would represent only the second time in history Toyota has held the top position, with the previous instance occurring in 2021 during supply chain disruptions. General Motors is expected to report a 5.2% sales decline for the third quarter, while Toyota is projected to post a 2.2% gain. Stellantis is forecasted to experience a 1.3% quarterly decline, though full-year sales are expected to increase 2.8% as part of the company’s turnaround strategy.
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