The U.S. automotive industry showed upward momentum in May 2025. The SUV and pickup categories showed the most growth and Ford Motor Company and Hyundai Motor Company were two of the major players who reported strong vehicle sales, driven in large part by demand and a rush to buy before price changes resulting from tariffs.
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Ford’s Sales Increase, F-Series Leads
According to a report from Reuters, Ford sold 220,959 vehicles in May 2025, which is up from 190,014 units sold in May 2024. The main contributor was the F-Series pickup trucks which saw a unit increase of 15% or 79,817 sales.
Ford extended the employee pricing program to the public and raised prices on three Mexican-built models in order to grow its share.
Hyundai Sees 8% Growth Amid Market Concerns
Hyundai Motor America reported healthy figures as well, boasting an 8% sales gain year-on-year with 84,521 units sold in May. “Consumer interest surged in March and April, in part due to concerns over U.S. price increases after potential changes to tariffs,” said CEO Randy Parker.
Hyundai had launched a price protection program in April to reassure customers. Although this program ended on June 2, Parker confirmed that no immediate price hikes are planned.
“This period really marks our regular annual price review,” Parker explained. “We see market dynamics, consumer demand—regardless of tariffs.”
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Key Highlights
- Ford sales up to 220,959 units, led by F-Series trucks (up 15%)
- Hyundai records 8% increase with 84,521 units sold
- Consumer demand rose due to fears of future price hikes
- Ford used discount strategies to boost momentum
- Hyundai’s price protection program ended June 2
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Value Still Drives U.S. Consumer Choices
The rise in sales came supported by attractive promotions and trade-in incentives on pickups and SUVs, which indicates that American buyers are continuing to value elements of value, utility, and dependability, even in uncertain economic times.
