SUVs aren’t just popular; they are the backbone of the current U.S. car market. According to the Q1 2025 Experian Automotive Consumer Trends report, SUVs accounted for a staggering 62.8 percent of new, retail vehicle registrations in the past 12 months.
The segment has enjoyed a long stretch of market dominance thanks to their widespread appeal among diverse consumers. There are currently 114.58 million SUVs on the road which is roughly 42 percent of all vehicles in the U.S. In the past 12 months, 7.94 million new SUVs were registered.
When it comes to specific brands, Toyota takes the crown for SUV market share, claiming 10.1 percent of new registrations, followed closely by Honda at 9.6 percent and Chevrolet at 9.5 percent. For individual models, the Honda CR-V came out on top, securing 6.4 percent of the new, retail SUV market share, with the Toyota RAV4 and Tesla Model Y trailing closely behind.
Electric SUVs on the Rise
While internal combustion engine SUVs still lead the pack, electric vehicles are steadily gaining ground. Experian’s data shows that electric SUVs accounted for 10.5 percent of new SUV registrations over the last 12 months, signaling a significant shift toward greener, more sustainable options. This can be seen easily by the success of the Tesla Model Y, which has captured 4.2 percent of total SUV market share and 19.3 percent of the luxury SUV market. It is the undisputed leader in electric SUV registrations, with a commanding 40.5 percent of the electric SUV segment.
Despite the rising tide, demand is not even across the U.S. It’s no surprise that California remains the frontrunner in electric vehicle adoption. The state claimed 30.7 percent of new electric SUV registrations in the last year, demonstrating its continued leadership in EV advocacy and infrastructure investment. Florida is in a distant second place at 8.7 percent and Texas comes in third at 6.9 percent. No other state was able to grab more than five percent, with New Jersey, New York and Washington all hovering around four percent.
Non-Luxury Versus Luxury SUVs
The non-luxury segment controls new SUV registrations, making up 78 percent of the market, while luxury and exotic SUVs represent 21.9 percent and 0.1 percent, respectively. Among luxury brands, Tesla remains the leader, commanding 20.2 percent of the market thanks to its pioneering electric SUVs like the Model Y. For non-luxury options, Toyota and Honda continue to reign as household favorites.
Outside of Tesla, there was still plenty of success in the luxury market. Lexus saw 14.5 percent of market share over the last year with strong performances from the Lexus RX and NX. BMW came in at 11.6 percent and had top models like the X5 and X3.
Who’s Behind the Wheel?
Across generational lines, SUV adoption remains widespread, but preferences by type of SUV reveal interesting patterns:
- Gen Z: This group prefers compact SUVs, favoring smaller, more urban-friendly models.
- Millennials and Gen X: These two generations lean heavily toward large SUVs, appealing to growing families and a desire for spacious, multi-use vehicles.
- Boomers: While still active in the market, Boomers favor midsize SUVs that strike a balance between size and practicality.
Overall, the older generations still dominate the market share with Gen X and Baby Boomers accounting for 62.7 percent of all new retail SUV registrations. Millennials and Gen Z combine for just 31.6 percent with Gen Z specifically only contributing 7.96 percent to the total.
Gender and Lifestyle Insights
The report also digs into the gender split among SUV buyers:
- Men were more likely to purchase large SUVs, which offer towing capacity and rugged designs ideal for outdoor activities.
- Women, on the other hand, leaned toward compact SUVs, often citing affordability and ease of handling as key factors.
Additionally, lifestyle plays a substantial role in SUV preferences. Buyers with children are more likely to opt for large SUVs, which accommodate growing families and active lifestyles. Meanwhile, unmarried buyers or those without children tend to favor compact SUVs for their convenience and lower total cost of ownership.
In fact, the market is essentially controlled by married individuals with 86.8 percent of overall new registrations and 91.9 percent of new large SUV registrations going to someone who is married. Families are a little more even with 56.7 percent of registrations going to a buyer with children.
Household income and home value also reveal buying habits:
- Compact SUVs are favored by buyers earning less than $75,000 annually or living in homes valued under $250,000.
- On the flip side, large SUVs are predominantly purchased by households with incomes above $250,000 and homes valued at over $1 million.
Those in single family homes were 85.4 percent of all registrations in the last 12 months. SUVs remain overwhelmingly popular, but that popularity is not even across all demographics. As is often the case, financial considerations continue to shape consumer choices.
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