What Intense Competition for Car Sales Means for Buyers in 2026
Analysts say 2026 will bring fierce competition among automakers, but higher MSRPs, steady inventory and affordability pressures mean buyers may not pay less.
Early U.S. auto sales indicate this will be a year of intense competition among carmakers as the pie is expected to remain the same size as last year — yet every automaker wants a bigger slice.
According to data from J.D. Power and Cox Automotive, both forecast U.S. retail new car sales for 2026 will be flat, possibly down slightly, from 2025 when automakers sold 16.2 million new vehicles in the country.
“Looking ahead, multiple automakers have publicly stated their intent to increase their sales volume in 2026,” said Thomas King, president of original equipment manufacturer solutions at J.D. Power. “However, given total new vehicle sales this year are expected to be similar to a year ago, and few, if any automakers are planning for a sales contraction, competitive intensity can be expected to rise in the coming months.”
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