Demand in the used-car segment has cooled by more than 20 percent, signaling a clear shift in what shoppers are willing to pay for pre-owned vehicles. In September 2022, total sales ticked just over 459,000 cars, a figure that underlines softer activity across the market and the need for buyers and dealers to adjust expectations accordingly in North American showrooms and beyond.
Within that landscape, Lada continues to be the standout brand in the secondary market, a finding echoed by an Avtostat study cited by RG. Yet even this domestic favorite saw a sizable drop in interest, with demand down 23.6%. Overall, 106.4 thousand Lada models, branded as Frets in some markets, moved in September, illustrating how even the most popular names face headwinds when buyer sentiment shifts.
On the import side, foreign models maintain a strong footprint but are not immune to pullbacks. Toyota remains a top choice among used-car buyers, with about 52,000 units resold. The interest in these globally trusted sedans and SUVs declined as well, though the dip was more modest at 14.1%—a sign that reliability and resale value continue to matter to buyers even as prices soften.
Rounding out the top three to five brands by demand, Hyundai and Kia each saw notable decreases of 20.3% and 22.4%, respectively. Nissan follows closely, with a 20.1% decline in purchases. This shift across both domestic and international brands points to a broader recalibration in consumer priorities, including affordability, warranty coverage, and total cost of ownership in the used segment.
It is worth noting that the most popular cars in the secondary market are those under seven years old, accounting for about 92% of total sales. This concentration helps cushion price declines since newer models typically retain value better. In contrast, older vehicles, especially those eight years and beyond, become harder to sell and are more prone to meaningful price adjustments as dealers and private sellers seek liquidity.
Analysts offer several explanations for the reduced pace of used-car transactions. Some consumers may be delaying purchases in anticipation of shifts within the domestic market, such as the introduction of new brands or easier access to parallel imports of well-known names. Others are delaying purchases due to price sensitivity, choosing to allocate funds to other priorities instead. The market’s response to pricing remains a central theme in today’s discussions on used-car strategy for North American buyers and sellers alike.
Industry voices suggest a pent-up wave of demand could eventually surface. When it does, sales may rebound, particularly if market conditions allow for affordable financing and a steady flow of well-maintained vehicles. Yet a true resurgence is likely contingent on a sustained period of price stability and availability that gives buyers confidence to re-enter the market rather than wait on the sidelines.