The Toyota Rav4 “only” sold 59,869 units in the first quarter of 2026. Some nameplates would be happy to sell that many units in a year, but the Rav4 has been the top-selling SUV in the US for close to a decade. This is a slow start for such a hot model. Toyota has been busy ramping up production for the relaunched 2026, essentially missing out on three months of potential sales for the new model, creating an opportunity for its competitors to jump ahead in rank with the Rav4 placing fifth for overall sales.
Taking a look at Q1’s hottest sellers, a big theme for 2026 seems to be off-road trims like the Honda CR-V TrailSport and the Rock Creek Nissan Rogue. Whether those trims will keep these SUVs ahead of the Rav4 now that the 2026 model Toyota is going on sale, we’ll have to wait and see.
The following is based on current, publicly-available sales data, with the top-selling SUVs, not including the Toyota RAV4, being listed from least to most sales for the first quarter of 2026.
10
Mazda CX-5
34,991 Sold In Q1
Base Power
187 hp
Base MSRP
$29,990
Segment
Compact Crossover
The 2026 model year sees the launch of an all new generation for the Mazda CX-5. The wheelbase is a little longer, at 109.3 inches, the SUV has received a visual redesign with new headlights and tail lights, and the front-end has a handsome, sculpted new look. Inside, you’ve got a 15.6-inch touchscreen, and the SUV is available with ambient lighting and Cognac leather upholstery.
Mazda sold 34,401 units in the first quarter of 2025, so the third-gen relaunch has resulted in a small, but measurable sales bump of 590 units in the first three months of the new year. This is more impressive when you consider that car sales are down, overall, from this time a year ago.
9
Jeep Wrangler
44,461 Sold In Q1
Base Power
285 hp
Base MSRP
$34,895
Segment
Compact Off-Roader
The 2026 Jeep Wrangler largely follows a philosophy of “if it ain’t broke, don’t fix it”. It’s the same SUV that sold 167,322 units last year, but now the 12.3-inch infotainment screen is standard across all trims, and you have some new colors to pick from. We especially dig “Reign,” a bold purple that can’t help but bring to mind the classic song by Prince.Wranglers will likely remain strong sellers for as long as the nameplate remains in production. Wrangler buyers don’t have a “close-second” favorite SUV, the Wrangler isn’t on their “maybe” list. They want the iconic off-roader and that’s what they buy.
8
Kia Sportage
44,704 Sold In Q1
Base Power
187 hp
Base MSRP
$28,690
Segment
Compact Crossover
The 2026 Kia Sportage comes with a welcome mid-cycle refresh. Kia went with a chunkier look for this model year, with a cool rectangular grille and sleek, vertical headlights. Inside you’ve got a curved digital display and an optional 10-inch HUD.
Last year, the Sportage sold 41,301 units by the end of March. So, as with the Mazda CX-5, Kia’s compact crossover stands out for its ability to thrive in turbulent times.
7
Jeep Grand Cherokee
53,482 Sold In Q1
Base Power
324 hp
Base MSRP
$37,995
Segment
Full-Size SUV
The Jeep Grand Cherokee has long been one of the more versatile full-sizers on the road, and its impressive sales numbers reflect that. The 2026 mid-cycle refresh introduces the new 2.0-liter Hurricane-4, a powerplant that utilizes F1 technology for more efficient, more powerful performance.
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Jeep’s new engine seems to be a hit, with FCA reporting a 10% sales bump for the Grand Cherokee, compared to a 4% bump for the brand overall.
6
Subaru Forester
54,674 Sold In Q1
Base Power
180 hp
Base MSRP
$29,995
Segment
Compact Crossover
The 2026 Subaru Forester is a year into its sixth-gen relaunch, featuring an 11.6-inch touchscreen (standard on everything but the base trim). It has 9.3 inches of ground clearance, and 3,000 lbs of towing capacity. The new generation still runs on the same platform and engine lineup as the fifth-generation Forester, making it more of an updating of the crossover than a total relaunch.
5
Hyundai Tucson
55,426 Sold In Q1
Base Power
187 hp
Base MSRP
$29,200
Segment
Compact Crossover
The Hyundai Tucson is five model years into its fourth generation, but, when it comes to sales, age does not appear to be slowing it down. The SUV’s last major refresh was fairly recently and featured a new fascia and skid plates and a refreshed center console among the biggest changes. The Tucson sold 54,973 units in Q1 last year, so this is another model seeing a modest sales bump for 2026.
4
Ford Explorer
61,387 Sold In Q1
Base Power
300 hp
Base MSRP
$38,330
Segment
Mid-size 3-row Crossover
It’s been seven years since the current Ford Explorer launched in early 2019 for the 2020 model year. The SUV was refreshed for the 2022 model year, and again for the 2025 model year, with the latest update adding a standard 13.2-inch touchscreen and 12.3-inch digital gauge cluster.
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In addition to the technological upgrades, the 2025 refresh updated the Explorer’s visual design, with a sleeker grille and headlights, bringing the iconic SUV into the modern era.
3
Chevrolet Equinox
61,398 Sold In Q1
Base Power
175 hp
Base MSRP
$28,600
Segment
Compact Crossover
It’s been a year since the new Chevrolet Equinox hit the market with a 1.5-liter turbo-four under the hood, the same engine found in the 2024 model Equinox. The new crossover justifies its relaunch with a revised infotainment system with an 11.3-inch touchscreen, new exterior styling taking after the Chevy Traverse, and, critically, the new VSS-S platform, shared with a range of GM models.
2
Nissan Rogue
70,174 Sold In Q1
Base Power
201 hp
Base MSRP
$29,090
Segment
Compact Crossover
The Nissan Rogue’s last significant update was in 2023, for the 2024 model year, when the third-gen SUV received a new 12.3-inch touchscreen, and modernized front and rear fascias. If that’s difficult to get excited about, Nissan also introduced the new Rock Creek edition, an all-wheel-drive off-roader with a roof rack, hill descent control, heated seats, and all-terrain Falken tires.
1
Honda CR-V
99,437 Sold In Q1
Base Power
190 hp
Base MSRP
$30,920
Segment
Compact Crossover
For 2026, the CR-V’s biggest change is the introduction of the off-roading TrailSport trim, with 8.2 inches of ground clearance and some rugged all-terrain tires.
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The Honda CR-V has been nipping at the Toyota Rav4’s heels for a while now, and finally claims an early lead for 2026. Last year, Honda sold 403,768 units in the US to Toyota’s 479,288 Rav4s. A healthy lead for Toyota, but not an insurmountable one. Whether or not Honda can ride that lead to a year-end sales win for 2026, we can’t say, but, for the time being, Honda has plenty to brag about.
Sources: Honda, Toyota, Ford, Chevrolet, Nissan, Hyundai, Jeep, Subaru, Kia, Mazda.
