Honda's CR-V has taken the lead in U. S.
sales for the first half of 2026, outpacing the Ford F-150 and Toyota RAV4.
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The crossover posted 226,114 units sold, ahead of Ford's estimated 209,311 and Toyota's 153,955.
The Ford F-150 has dominated sales for 15 of the last 16 years. However, supply shortages have hindered both Ford and Toyota, allowing Honda to gain an edge.
Supply Issues Impact Rivals
Toyota's redesigned 2026 RAV4 faced production disruptions during a factory transition. This led to a 36 percent sales drop in the first half.
Ford also struggled after a fire at a major aluminum supplier in late 2025 reduced F-150 production.
While the supplier has resumed operations, Ford spent months managing constrained inventory. These factors opened the door for Honda.
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Honda capitalized with strong hybrid demand. Hybrid models account for 56 percent of CR-V sales this year.
The company also focused on lease loyalty, retaining up to three-quarters of returning lessees and increasing lease penetration to 24 percent.
CR-V sales surged 19 percent in May and 30 percent in June. Dealers report strong demand despite inventory shrinking to about 15 days' supply.
Honda is running CR-V production at full capacity.
Whether the CR-V can maintain its lead remains uncertain. Toyota is ramping up RAV4 production, and Ford expects F-150 output to recover in the second half.
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The race is far from over.
