According to the Investing.com

General Motors and Ford are facing increasing pressure in the U.S. auto market as consumers place greater emphasis on fuel efficiency and operating costs.

According to a new forecast from Cox Automotive, both Detroit-based automakers are expected to lose U.S. market share during the first three quarters of 2026. The shift comes as higher gasoline prices have increased interest in hybrid vehicles and other fuel-efficient models.

Ford Sales Expected to Decline 8.8%

Ford is projected to see its U.S. vehicle sales fall 8.8% through the first three quarters of 2026, according to Cox Automotive.

The decline could reduce Ford's estimated U.S. market share to 12.5%, compared with roughly 13.4% during the same period a year earlier.

Ford's performance has also been affected by lower pickup-truck production following a fire at an aluminum supplier. The company also discontinued the Escape compact SUV, which had been one of its more fuel-efficient offerings.

Ford disputed comparisons with Hyundai and Kia when the two South Korean automakers were considered together. The company said Ford remained ahead of the two brands in year-to-date sales and emphasized that Hyundai and Kia are separate companies.

GM Market Share Also Under Pressure

General Motors is facing a similar trend.

Cox Automotive expects GM's U.S. vehicle sales pace to decline 6.2% year over year through September 2026. The forecast puts GM's market share at approximately 16.7%, down from 17.4% a year earlier.

The report points to GM's limited hybrid lineup as one factor affecting consumer choices. Some GM dealers have reported that customers looking for more fuel-efficient vehicles have moved to competing brands offering hybrid models.

GM did not provide a comment on the forecast cited in the report.

Hybrids Gain Momentum in the U.S.

The changing market comes at a time when hybrid vehicles are attracting greater attention from American buyers.

Hybrids combine an internal-combustion engine with an electric motor and battery system, allowing vehicles to use less fuel under certain driving conditions. With gasoline prices elevated, fuel economy has become a more important consideration for some consumers.

Automakers with broader hybrid portfolios have generally performed better in the forecast.

Toyota, which has a large hybrid lineup and is a major player in the segment, is projected to record a 1.1% increase in sales through the first three quarters of the year. Honda's sales are forecast to rise 5.6% over the same period.

Hyundai and Kia Close the Gap

Another notable development involves Hyundai and Kia.

Cox Automotive expects combined sales from the two South Korean automakers to exceed Ford's sales during the third quarter. If that happens, it would mark the first quarter in which the two brands' combined sales surpassed Ford's, according to the forecast.

Ford, however, has challenged the significance of combining the two companies, pointing out that they operate as separate automakers.

The sales trend nevertheless illustrates the growing competition facing traditional U.S. manufacturers as Asian brands expand their hybrid offerings.

Detroit's Traditional Automakers Face a Changing Market

Stellantis, the parent company of Chrysler, is expected to gain U.S. market share during the third quarter. Even so, Cox estimates that the combined market share of the three traditional Detroit automakers—GM, Ford and Stellantis—could fall to approximately 36%, which would be their lowest level on record according to the forecast.

The development highlights a broader transformation in the U.S. auto industry. Consumers are increasingly evaluating vehicles based not only on size, performance and price but also on fuel economy and long-term running costs.

U.S. Auto Market Remains Relatively Stable

Despite the pressure facing some individual manufacturers, the overall U.S. new-vehicle market has remained relatively resilient.

Cox Automotive raised its forecast for total U.S. vehicle sales in 2026 to approximately 16.1 million vehicles, up from its previous estimate of 15.8 million.

This suggests that the market itself is not necessarily shrinking dramatically. Instead, sales are shifting between manufacturers and vehicle types as consumer preferences change.

What This Could Mean for the U.S. Auto Industry

The latest forecast highlights the growing importance of hybrid vehicles in the American market.

For GM and Ford, the sales data could increase pressure to expand fuel-efficient vehicle choices while maintaining their traditional strengths in trucks, SUVs and other high-demand segments.

At the same time, Toyota, Honda, Hyundai and Kia are benefiting from broader hybrid portfolios. The competitive landscape could therefore continue to change as U.S. consumers balance vehicle prices, fuel costs, technology and efficiency.

The Cox forecast is an industry projection rather than a final sales result, so actual market-share figures may differ once automakers report their completed third-quarter results.

Key Takeaways

  • Ford's projected sales decline: 8.8% through the first three quarters of 2026
  • Ford projected market share: 12.5%
  • GM's projected sales decline: 6.2%
  • GM projected market share: 16.7%
  • Toyota projected sales growth: 1.1%
  • Honda projected sales growth: 5.6%
  • 2026 U.S. vehicle sales forecast: 16.1 million
  • Main market trend: Increasing consumer interest in fuel-efficient and hybrid vehicles

The latest Cox Automotive forecast shows that the U.S. auto market is becoming increasingly competitive, with hybrid availability and fuel efficiency emerging as important factors influencing sales.