Storms slow but don’t stall new January vehicle sales

Canada’s new‑vehicle market opened 2026 on solid footing despite a tough comparison and winter storms.

January’s sales are estimated at 114,000 units and a seasonally adjusted annualized rate of 2.08 million, according to DesRosiers Automotive Consultants.

DAC said January 2025 was always going to be a high bar. A year ago, the first month of 2025 matched 2018 as the strongest January on record, at 118,000 units and a SAAR of 2.15 million. Even with one extra selling day this year, crews were clearing heavy snowfall from dealer lots, pushing January 2026 to finish at 2.9 per cent lower on volume.

The SAAR, however, was higher than anything seen in the third or fourth quarter of last year.

“January is usually the smallest sales month of the year, and one of the least reliable in terms of predicting market direction,” said Andrew King, DesRosiers’ managing partner. “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.”

DAC characterized the result as resilient given the backdrop, noting that performances swung widely by brand. The firm added that a clearer read on momentum will come as higher‑volume spring selling approaches.

The agency cautioned against drawing firm conclusions from one month’s data, pointing to the usual seasonality and the weather disruptions that marked the start of the year. It said the combination of a still‑healthy SAAR and a modest decline against an unusually strong comparable suggests underlying demand remains in place, even as buyers contend with mixed economic signals.

DAC said the next few months will be key to gauging direction for 2026, as incentives, supply and model changeovers intersect with the traditional spring selling season.

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