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Winners And Losers From August Auto Sales

Affordable models and hybrids continue to return record sales for several automakers while EV sales cratered.

August Auto Sales Winners And Losers

Photo by: Jeff Perez / Motor1

Anthony Alaniz

By: Anthony Alaniz

Sep 3, at 9:31am ET

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The latest monthly sales results for several automakers reveal little has changed this summer. Automakers with a lineup of hybrid-powered models continue to see record-breaking results as consumers seek new ways to save a few bucks at the pump.

Battery-electric vehicle sales continue to take a beating, with numbers across the industry taking a tumble. Sales of affordable gas models, meanwhile, skyrocket; the Kia Seltos, Hyundai Elantra, and even the aging Mazda3 are hugely popular right now.

We expect these trends to continue so long as gas prices remain high, given that hybrids offer a great solution for most buyers and their lifestyles. So expect brands with electrified powertrains to keep posting big sales numbers.

That said, only a handful of automakers release a monthly sales report—so we don't have exact data from every single automaker. Regardless, here are the winners and losers from last month.

Winner: Kia's New-And-Improved Seltos

2027 Kia Seltos

2027 Kia Seltos.

Photo by: Kia

The Kia Seltos got a major glow-up, and buyers are already taking notice. Sales for the updated crossover exploded last month, jumping 65.3 percent compared to August 2025, with 9,214 sold. For the year, Seltos sales are up 42.6 percent, and the hybrid version isn’t even available yet.

The Seltos is Kia’s cheapest crossover and second-cheapest model in the lineup. For 2027, the automaker gave it a Telluride-inspired redesign inside and out that looks really good. Kia makes the 147-horsepower naturally aspirated 2.0-liter four-cylinder standard, with a 190-hp turbocharged 1.6-liter engine available on specific trims.

Model August 2026 Sales August 2025 Sales MoM % Change YTD 2026 Sales YTD 2025 Sales YTD % Change Kia Seltos 9,214 5,574 65.3 50,525 35,430 42.6

Loser: Electric Vehicles Fall (Again)

2026 Hyundai Ioniq 5 N

2026 Hyundai Ioniq 5 N.

Photo by: Hyundai

Battery-electric vehicles continue to take a beating as buyers opt for cheaper hybrid offerings. Everywhere you look, it’s a bloodbath. Ford Mustang Mach-E sales are down 72.5 percent. Subaru Solterra sales are down 86.6 percent. The Honda Prologue, which the automaker will cease producing after the 2026 model year, is down 80.9 percent.

At Hyundai, things are just as dire. Ioniq 5 sales are down 51 percent, while Ioniq 9 sales fell 42 percent last month. The Ioniq 6 is all but dead—Hyundai sold just 28 last month. Kia EV6 and EV9 sales were down 60.4 percent and 33.2 percent, respectively.

Ford Mustang Mach-E: -72.5%
Honda Prologue: -80.9%
Hyundai Ioniq 5: -51.0%
Hyundai Ioniq 9: -42.0%
Kia EV6: -60.4%
Kia EV9: -33.2%
Subaru Solterra: -86.6%

Winner: Hyundai’s Sedans Show Out

2026 Hyundai Sonata Hybrid

2026 Hyundai Sonata Hybrid.

Photo by: Hyundai

The Hyundai Sonata might not be the brand’s cheapest model, but buyers are flocking to the sedan. Sales for the model jumped 44.0 percent in August, with Hyundai selling 6,899, but that’s nothing compared to the Elantra.

Last month, the automaker sold 17,747 Elantras, up a much more modest 16 percent. It’s Hyundai’s second-best-selling model behind the Tucson, which also had a great month. Hyundai offers all three models with Hybrid powertrains.

Loser: Mazda’s Big Crossovers Suffer...

2026 Mazda CX-90

2026 Mazda CX-90.

Photo by: Mazda

It’s a strange time at Mazda as its newest models are struggling. Sales for the CX-70 and CX-90 continue to suffer. Sales for the two-row CX-70 were down 25.0 percent last month and are down 27.7 percent for the year.

The three-row CX-90 experienced a larger fall in sales, 37.3 percent, but is outselling the CX-70 by a wide margin. Mazda sold 4,265 CX-90s compared to 1,229 CX-70s. Sales for the CX-90 are down 27.0 percent for the year.

Winner: ...But Mazda’s Cars Soar

Mazda MX-5 Miata.

Mazda MX-5 Miata.

Photo by: Mazda

While sales for Mazda’s crossovers are not doing well, it’s a different story for its cars. Sales for the Mazda3 are popping off as consumers search for fuel-efficient vehicles, up 91.7 percent compared to August 2025.

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The 3 isn’t the most economical in its class, but it is quite fun and available with a manual transmission, so what’s not to love? Buyers are gobbling up the sedan by roughly four to one, with sales up a whopping 113.9 percent.

Even Miata sales were up last month. The Japanese automaker sold 925 roadsters, up 14.4 percent. Sales for the model are up 2.0 percent for the year.

By The Numbers

Honda's Hybrids Are Selling Like Hotcakes

The Subaru WRX Is Making A Huge Sales Comeback

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