LONDON, UK – American brands saw their share drop from 53% to 51% in the Expert Reviews top 25 best-selling vehicle models list, with 290,000 fewer American cars sold in 2023 compared to 2022. While Japan’s share has risen from 44% in 2022 to 48% in 2023, selling 100,000 more cars compared to the prior year, according Expert Reviews.

America’s loss of sales, exceeding 290,000 vehicles, presents a concerning issue for American manufacturers as they cede ground in their home market.

  • U.S. automakers saw a sales decline of over 290,000 units in 2023 compared to the previous year.

  • 48% of the sales of the 25 best-selling vehicle models in 2023 came from Japanese automakers with an increase of more than 100,000 units sold compared to 2022.

  • Pickup trucks are the most sold vehicles in the US, despite being voted the least reliable by consumers.

  • Asian automakers are perceived as the most reliable.

The best-selling vehicle models in the U.S.

48% of the sales of the top 25 best-selling vehicle models in the U.S. in 2023 come from Japanese automakers, compared to 51% from American brands. Out of the 14 models from East Asian automakers, 13 are from Japanese brands and one is from South Korean brand Hyundai, which makes up the remaining 1% of total sales.

American brands only slightly edge out Japanese automakers in sales of the top 25 models. Japanese brands like Toyota, Honda, and Subaru account for nearly half of sales (48%), underscoring their success in the mass U.S. market with reliable, popular vehicles.

The least reliable vehicles

Although American-made pickup trucks dominated the 2023 best-sellers list, they ranked as the least dependable vehicle type with an average reliability score of just 41/100. The Ford F-Series led sales with 750,789 units sold, followed by the Chevy Silverado at 543,319 units, and the Ram Pickup at 444,926 units.

While 3 Ford models made the top 25 sellers list (#1 F-Series, #18 Explorer, #25 Escape), the Ford brand itself only ranked 22nd out of 30 brands for predicted reliability at 40/100. Other pickups that made the list are: #7 GMC Sierra, #10 Jeep Grand Cherokee, and Japanese brand Toyota at #11 with Tacoma.

The most reliable vehicles

Sedans, hatchbacks and wagons ranked highest for reliability at 57/100, followed by SUVs at 50 and minivans at 45 for dependability ratings. This highlights the divergence between the reliability ratings and the actual sales performance of pickup trucks among American buyers.

The perceived high reliability of Japanese vehicles could explain the challenge to American brands’ lead in the U.S. vehicle market. For regional reliability ratings, Asian automakers led with an average score of 63/100, with European brands second at 46/100. Domestic/American brands trailed both with an average of just 39/100. However, despite their relatively strong reliability ratings, no European car brands had models that ranked among the top 25 best-selling vehicles in the U.S. in 2023.

According to this year’s sales figures and reliability rankings, Japanese brands Toyota, Honda and Subaru stand out by scoring well for both sales popularity and predicted vehicle dependability.

Toyota dominated the 2023 US car market with five of its models making the list: the RAV4, Camry, Tacoma, Corolla, and Highlander. Toyota’s high sales are sustained by their reliability score, earning them #2 for most reliable brand. While its luxury Lexus division takes the #1 spot.

Honda placed three models among the top sellers – the #6 CR-V, #16 Civic and #17 Accord. The Honda brand itself earned a #5 ranking for reliability, and its luxury Acura division came in at #4.