# J.D. Power's OEM platform arrives as Toyota new sales rise 8% year on year and Chevrolet falls 8%

Canonical URL: https://ai.marketcheck.com/market-insights/j-d-power-s-oem-platform-arrives-as-toyota-new-sales-rise-8-year-on

> J.D. Power launched an OEM brand performance platform. MarketCheck data shows Toyota US new sales up 8.5% in Sep 2026 while Ford holds the most stock.

*US new-vehicle brands split on sales, stock, discounts and selling speed*

MarketCheck Market Insights · Competitors · US · Nov 9, 2026 · Week of Nov 9, 2026

J.D. Power has launched an intelligence platform for OEM customers that unifies the company's products, market data and intelligence to give real-time insight into brand performance, CBT News reported on Nov 3, 2026. In MarketCheck's data for Sep 2026, Toyota's new-vehicle dealer sales rose 8.5% on Sep 2025 at a mean 1.16% below MSRP, while Ford, which carries the most new stock on US dealer websites, sold 4.0% fewer than a year earlier.

MarketCheck read the same question in the US new-vehicle market, using its own sold-vehicle statistics and live dealer listings, to see what a brand performance view has to capture to be useful. The platform's customer is the automaker, while the stock and the asking prices sit with dealers. Dealer websites yield readings of a brand on units sold, live listings, the discount to MSRP and days on market, and the eight largest brands split on each.

## Toyota holds volume while seven brands fall from Aug 2026

Seven of the eight largest brands sold fewer units in Sep 2026 than in Aug 2026. Toyota held its volume, up 0.8%, and Hyundai was down 12.9%.

| Make | Sold Sep 2026 (units) | Sold Aug 2026 (units) | Change vs Aug 2026 (%) | Sold Sep 2025 (units) | Change vs Sep 2025 (%) |
|---|---|---|---|---|---|
| Toyota | 283,242 | 281,070 | +0.8% | 261,135 | +8.5% |
| Ford | 126,637 | 137,225 | -7.7% | 131,975 | -4.0% |
| Chevrolet | 113,886 | 122,342 | -6.9% | 123,316 | -7.6% |
| Honda | 106,518 | 112,663 | -5.5% | 100,326 | +6.2% |
| Kia | 70,871 | 76,348 | -7.2% | 63,532 | +11.6% |
| Hyundai | 60,393 | 69,315 | -12.9% | 61,828 | -2.3% |
| Nissan | 55,944 | 61,400 | -8.9% | 53,918 | +3.8% |
| Subaru | 49,706 | 54,407 | -8.6% | not in Sep 2025 top 8 | n/a |

The counts are new vehicles sold from US franchise and independent dealer websites. Those for Aug 2026 and Sep 2026 are provisional and typically rise 0.1% to 1.5% as late sales are detected, so any brand view built on the two most recent months is reading a number that can move. Sep 2026 is also one day shorter than Aug 2026. If Hyundai's drop survives that revision, it will stand alongside a median 70 days on market, a combination that points to aged stock and model-year clearance pressure for Hyundai dealers.

Against Sep 2025, Kia rose 11.6%, Toyota 8.5% and Honda 6.2%, while Chevrolet fell 7.6% and Ford 4.0%. A single national figure blurs a spread that wide, and dealers on either side of it face different floor traffic.

## Ford has 517,023 listings and Toyota sells in a median 26 days

Stock is where a brand view can mislead. On live new listings as of Nov 9, 2026, Ford counted 517,023, Chevrolet 374,620, Toyota 348,170, Hyundai 215,347, Honda 212,774, Kia 183,880 and Nissan 181,444, with Subaru not in the top 10. Ford sold fewer than half Toyota's units in Sep 2026, and its cars took a median 63 days on market against Toyota's 26. Live listings can count one car listed on more than one site. A dashboard that reports share alone misses the gap between a brand's monthly sales and its listing count. MarketCheck research ("New-vehicle dealer stock, discounting and model-year changeover by OEM, daily") describes counting dealer stock by brand and model between monthly sales releases to estimate days-supply.

Days on market separate the eight more than asking price does. The medians ran from 26 days for Toyota and 29 for Honda to 61 for Nissan, 63 for Ford and 70 for Hyundai, with Kia at 43, Chevrolet at 45 and Subaru at 47. On asking price, Nissan had the lowest Sep 2026 median at $33,168 and Ford the highest at $53,125; between them sat Kia at $35,635, Hyundai at $36,175, Subaru at $37,840, Honda at $37,843, Toyota at $43,609 and Chevrolet at $46,401.

## Nissan sits 8.30% below MSRP and Honda 0.25% above

Discount depth is the clearest incentive signal in the listing data. Nissan's mean asking price sat 8.30% below MSRP in Sep 2026, deeper than the 5.99% of Sep 2025. Toyota sat 1.16% below, against 1.54% a year earlier, and Honda was 0.25% above MSRP after being 1.11% below. Those two brands, the fastest sellers at a median 26 and 29 days, carry the thinnest discounts in the set, and Hyundai's 70 days was the longest. The Oct 2026 and Nov 2026 readings will show discount depth for Nissan and Ford again, and a further widening below MSRP shows up on dealer lots as heavier cuts to asking prices. The discount figures are mean comparisons against MarketCheck MSRP, and all prices are advertised asking prices.

## How this was measured

MarketCheck tracks 40 million plus active US listings and monthly sold-vehicle statistics from dealer websites since 2021. Sales here are new vehicles that left US franchise and independent dealer websites, excluding auctions and private sales. Prices are advertised asking prices, not transaction prices, and the MSRP columns are mean-based comparisons against MarketCheck MSRP rather than medians. The two latest months are provisional, and these figures are not registrations and not J.D. Power's data.

APIs used: MarketCheck Sold Summary API (the get_sold_summary tool in the MarketCheck MCP; docs https://docs.marketcheck.com/docs/get-started/api/mcp/tools/sold-summary) for new vehicles by make in Aug 2026, Sep 2026 and Sep 2025, and the Inventory Search API, GET /v2/search/car/active (https://docs.marketcheck.com/docs/api/cars/inventory/inventory-search) for live new listings by make on Nov 9, 2026. API keys: https://developers.marketcheck.com.

## The story we checked

"JD Power Launches Innovative Intelligence Hub for Automotive Decisions", CBT News, Nov 3, 2026. Fact-check tally: 4 verified, 0 unverifiable. The checked claims cover the launch of the unified J.D. Power Platform for OEM customers, the combination of products, market data and intelligence in a single digital experience, the stated purpose of real-time brand performance insight, and the launch timing.

You can run the same read in MarketCheck AI Desk: https://ai.marketcheck.com/install.

## Reproduce this

- **search_active_cars**: Count live new listings by make across US dealer websites to compare brand stock on a single day.
- **search_past_90_days**: Pull new listings that left US dealer websites in the last 90 days at their last asking price, by make.
- **generate_brand_model_market_pulse**: Read demand in the US used market for one make or model alongside the new-vehicle picture.

**The story we checked:** [JD Power Launches Innovative Intelligence Hub for Automotive Decisions](https://cbtnews.com/jd-power-launches-innovative-intelligence-hub-to-power-every-automotive-decision/), CBT News, Nov 3, 2026