January 2025 was always going to be a hard benchmark. The month tied 2018 as the strongest January on record, with about 118,000 units sold and a seasonally adjusted annual rate (SAAR) of 2.15 million units, according to DesRosiers Automotive Consultants.
This January, sales in Canada are estimated by DAC at 114,000 units — down 2.9 per cent year over year — but still running at a healthy SAAR of 2.08 million units. That pace sits above anything seen in the third or fourth quarter of last year, despite widespread snow and harsh conditions that complicated operations across many dealer lots.
DAC Managing Partner Andrew King cautioned against over-reading the month. In a statement, he said January is “usually the smallest sales month of the year, and one of the least reliable in terms of predicting market direction.”
He added that January 2026 delivered uneven results across the market: “This year followed that pattern with widespread market volatility, and sales performances varying from double digit gains to double digit declines across various manufacturers. Overall, however, given the economic uncertainty and challenging weather the month definitely exceeded expectations.”
A 2.08-million SAAR suggests consumer demand remains resilient, even as affordability pressures and economic uncertainty continue to weigh on buyer confidence. The next few months should offer a clearer read on momentum as the industry moves into the spring selling season, traditionally the first major volume test of the year.
