Honda CR-V Leads US SUV Sales Through September 2026

Honda's CR-V has taken the lead in the US SUV market through the first nine months of 2026, selling 336,844 vehicles as Toyota's redesigned RAV4 faced production constraints. Data published by CarPro on October 19 shows the CR-V ahead of the Tesla Model Y and RAV4, with Toyota struggling to recover from factory retooling and a slower-than-expected production ramp-up.

The CR-V's January-September sales increased 9.5% year over year, while the Tesla Model Y recorded an estimated 262,491 units and the RAV4 sold 253,664, down 29.2%. Honda's lead over Toyota reached 83,180 vehicles entering the final quarter, according to CarPro's market analysis.

Toyota's shortfall reflects the transition to the redesigned 2026 RAV4. Factory retooling in Japan, Canada and Kentucky disrupted supply, while the extended production of the outgoing model delayed the replacement's manufacturing ramp-up. Kentucky production began in June, but the earlier supply gap had already significantly reduced sales.

The new RAV4 lineup also eliminates the gasoline-only powertrain, leaving conventional hybrid and plug-in hybrid options. According to CarPro, conventional hybrid sales rose 43.6% to 200,209 through September, while plug-in hybrid sales increased 92.1% to 32,228. Combined, the two versions accounted for nearly 92% of RAV4 sales, but their growth did not fully offset the disappearance of gasoline-only models.

Honda also faced inventory constraints during its strong third quarter. The automaker sold 110,730 CR-Vs during the quarter, including 59,668 hybrids, which represented approximately 54% of quarterly sales. CarPro reported that Honda had only 17 days of CR-V inventory available.

The combined ranking changes when gasoline and electric versions of the Chevrolet Equinox are counted together. According to CarPro, the gasoline model sold 191,578 units and the Equinox EV added 18,154, bringing the combined total to 209,732 and placing the nameplate fourth, ahead of the Nissan Rogue.

The Nissan Rogue ranked fifth with 201,991 sales, followed by the Ford Explorer at 189,210, up 17.6%, and the Hyundai Tucson at 181,687. The Chevrolet Trax reached 167,910, the Subaru Forester recorded 156,476, and the Kia Sportage totaled 145,746.

Other notable results included 139,764 Jeep Grand Cherokees, 138,249 Subaru Crosstreks and 131,011 Jeep Wranglers. The Chevrolet Traverse sold 120,171 units, while the Ford Bronco reached a nine-month record of 114,956. Toyota's Grand Highlander increased 8.7%, and the 4Runner rose 61.2%, according to CarPro.

CarBuzz reported on October 15 that Toyota was using regional lease incentives to support RAV4 sales. Some markets offered a 2026 RAV4 LE for $379 per month over 36 months, while selected southwestern and western locations advertised $299 monthly payments with $3,999 due at signing. The offers were scheduled to expire November 2, 2026, and eligibility requirements applied.

CarBuzz also reported financing offers of 4.99% APR for 36 months on qualifying base-model RAV4 purchases. The publication noted that the available incentives varied by region and that Toyota had not matched the stronger purchase incentives offered on the Honda CR-V.

Honda's advertised offers included 2026 CR-V LX leases starting at $269 per month for 39 months, with $4,199 due at signing for the two-wheel-drive version and $4,899 for the all-wheel-drive version. CarBuzz also listed financing at 2.99% APR for up to 36 months on the 2026 CR-V and 3.99% APR for up to 36 months on the 2027 model. These offers were available to qualifying customers and were scheduled to expire November 2, 2026.

Used Toyota models also retained relatively strong prices, according to CarBuzz's price tracker. The base 2021 RAV4 averaged $23,368 against an original MSRP of $26,350, an 11.3% decline, while a 2016 model started at $16,118 compared with its original $24,350 MSRP, representing a 33.8% decrease.

CarPro's January-September 2026 ranking continued with the Kia Telluride at 110,038 units, Honda HR-V at 108,609, Toyota Grand Highlander at 108,511, Toyota 4Runner at 107,987 and Ford Bronco Sport at 106,238. The Subaru Outback recorded 104,759 sales, followed by the Hyundai Santa Fe at 103,115 and Hyundai Palisade at 98,682.

The final three positions in the top 25 went to the Mazda CX-5 with 95,761 sales, the Mazda CX-50 with 95,351, and the remaining entries above completing the 25-model ranking. Tesla's Model Y figure remains an estimate because the company does not report US sales by individual model, according to CarPro.