J.D. Power Forecasts Stable New-Vehicle Sales as Industry Navigates Volatility at NADA Show 2026
J.D. Power, a global leader in automotive data, analytics, and consumer intelligence, officially opened the NADA Show 2026 with the presentation of its highly anticipated U.S. auto industry outlook, offering a measured yet confident forecast for the year ahead. Delivered as part of the annual J.D. Power Auto Summit, the presentation projected total new-vehicle sales of approximately 16.3 million units in 2026, signaling a year of relative stability following one of the most volatile periods the industry has experienced in decades.
The Auto Summit, a cornerstone event of the NADA Show, brought together automotive executives, dealers, manufacturers, and technology providers for a comprehensive look at the forces shaping the market. In addition to macroeconomic insights and sales forecasts, the event featured thought leadership from industry experts, demonstrations of emerging technologies, and the unveiling of J.D. Power’s refreshed brand identity and unified automotive strategy—both designed to help the industry navigate continued uncertainty with greater clarity and confidence.
A Market Reset After a Volatile 2025
According to J.D. Power’s forecast, 2026 is expected to mirror the prior year in overall volume, reflecting a market that is recalibrating rather than expanding rapidly. After a turbulent 2025 marked by shifting interest rates, affordability pressures, evolving electrification strategies, and ongoing supply-chain adjustments, the industry is entering a phase where supply-demand balance will once again play a central role.
“Coming off a strong, but highly volatile year in 2025, we anticipate supply-demand dynamics will once again become the dominant driver of the U.S. market,” said Thomas King, president of J.D. Power OEM Solutions, during the summit. “While the industry will continue to face numerous macroeconomic uncertainties, we anticipate new-vehicle sales for 2026 will match the volumes we saw last year.”
This projection underscores a shift away from the extreme market conditions that characterized the post-pandemic era, when constrained inventory and elevated transaction prices disrupted traditional sales patterns. As production capacity stabilizes and inventory levels normalize, automakers and dealers are expected to refocus on operational efficiency, pricing discipline, and customer experience as key differentiators.
Supply, Demand, and the New Competitive Landscape
J.D. Power’s outlook suggests that while consumer demand remains resilient, affordability challenges—driven by higher interest rates, insurance costs, and vehicle prices—will continue to influence purchasing decisions. As a result, automakers and retailers will need to strike a careful balance between volume growth and profitability.
In this environment, supply discipline is expected to remain critical. Rather than returning to pre-pandemic levels of oversupply and heavy incentives, the industry is increasingly aligned around smarter inventory management and data-driven decision-making. Dealers, in particular, are leveraging advanced analytics to optimize stocking strategies, reduce days’ supply, and improve turn rates.
At the same time, shifting consumer preferences—ranging from powertrain choices to digital retail expectations—are forcing manufacturers and retailers to adapt more quickly than ever before. Hybrid vehicles, value-oriented trims, and flexible financing solutions are playing an increasingly important role in attracting budget-conscious buyers without sacrificing margins.
Consumer Insights Take Center Stage
The Auto Summit also featured opening remarks from Joshua Peirez, CEO of J.D. Power, who emphasized the growing importance of understanding consumer behavior in a rapidly changing market. Peirez highlighted how evolving expectations around transparency, convenience, and trust are reshaping every stage of the vehicle ownership journey—from initial consideration to long-term loyalty.
“Today’s consumers are more informed, more price-sensitive, and more digitally engaged than at any point in automotive history,” Peirez said. “Winning in this environment requires not only great products, but also a deep understanding of how consumers think, decide, and interact with brands across multiple touchpoints.”
Peirez used the platform to introduce J.D. Power’s new unified automotive strategy, which is designed to better integrate the company’s extensive portfolio of data, analytics, and insights across the entire automotive value chain. This strategy spans manufacturing, marketing, retailing, pricing, valuation, sales, and aftersales, enabling clients to make more connected and confident decisions.
Introducing the Power Platform
A centerpiece of J.D. Power’s strategic evolution is the upcoming Power Platform, a new digital environment that will allow customers to access multiple J.D. Power solutions through a single, unified interface and sign-in. The platform is designed to eliminate silos, streamline workflows, and provide faster access to critical intelligence—anytime and anywhere in the world.
By consolidating tools and insights into one cohesive ecosystem, the Power Platform aims to simplify how automakers, dealers, and industry partners engage with J.D. Power’s solutions. Users will be able to seamlessly move between datasets, analytics, and applications without switching systems, enabling more agile and informed decision-making.
The platform also enhances discoverability, helping customers uncover new insights and capabilities that may have previously been underutilized. Whether evaluating vehicle quality, measuring customer satisfaction, optimizing pricing strategies, or forecasting market trends, users will benefit from a consistent experience designed to support real-world business needs.
Powering Decisions Across the Automotive Ecosystem
Peirez emphasized that the Power Platform is not just a technology upgrade, but a reflection of J.D. Power’s broader mission to support the industry during a period of constant disruption.
“The global auto industry is navigating a period that shortens planning cycles, accelerates innovation timelines, and demands quick pivots in response to unpredictable events,” he explained. “From the design studio to the boardroom to the showroom, we supply the data, analytics, and insights that help our clients act with confidence and clarity.”
J.D. Power’s refreshed brand identity reinforces this mission, positioning the company as a strategic partner that empowers decision-making at every level of the automotive enterprise. The new identity reflects the company’s evolution from a research and rankings organization into a comprehensive intelligence provider that supports the full vehicle lifecycle.
Live Demonstrations at NADA Show 2026
Attendees of the NADA Show 2026 have the opportunity to see this strategy in action at J.D. Power’s booth #4531W, where company representatives are showcasing a full suite of new and enhanced products. These solutions span the entire sales and service lifecycle, including vehicle acquisition, inventory optimization, digital marketing, merchandising, pricing, valuation, sales effectiveness, and finance.
The demonstrations highlight how integrated data and analytics can help dealers and OEMs respond more effectively to market fluctuations, improve operational efficiency, and deliver better customer experiences. With margins under pressure and competition intensifying, these capabilities are increasingly viewed as essential rather than optional.
Year of Stability and Strategy
As the industry moves through 2026, J.D. Power’s forecast of stable new-vehicle sales provides a measure of predictability in an otherwise uncertain landscape. While challenges remain—from economic headwinds to technological transformation—the emphasis is shifting toward smarter execution, disciplined growth, and customer-centric strategies.
By combining its market outlook with a unified platform, refreshed brand identity, and expanded suite of solutions, J.D. Power is positioning itself as a key enabler of this next phase of industry evolution. For automakers, dealers, and partners attending the NADA Show, the message is clear: success in 2026 will depend not just on reacting to change, but on anticipating it—with data, insight, and confidence.
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