Performance Car Sales Are Depressingly Low

Chalk it up to any number of factors, but one thing is clear—it is not a good time to be selling enthusiast cars.

In the car business, the first week of October means quarter-three sales data from most automakers. This gives us a good look at how cars are selling as we pass through the 75-percent mark in 2025. We’ve decided to focus on enthusiast models under $100,000, in this time of a messy transition to electrification, tariffs, economic uncertainty, wage stagnation and inflation, and easing of fuel-economy and emissions standards in the US. 

Put another way: It’s a bad time for performance cars, and the data bears this out. We’ve looked at sales of performance models through September of this year compared to the same time period last year, and almost all of them are down. 

Photo by: Chevrolet

This doesn’t represent a complete picture of enthusiast-car sales, as most automakers don’t break out individual trims of a model line. So, we don’t have broken-out sales data for BMW M cars, the Honda Civic Si and Type R, Cadillac’s Blackwings, Toyota GR Corollas, and many others. Porsche also hasn’t published its sales data yet.

Still, there’s a clear picture here. And it’s not a pretty one if you’re an enthusiast.

BMW Z4

YTD 2025: 1,603
YTD 2024: 1,471
YoY Change: +8.9%

We start alphabetically, and with a rare bright spot here. The BMW Z4 is in its eighth and final year of production, but it’s going out on a high. Last year, it did well. So far in 2025, it’s doing even better. That’s probably thanks to the manual-transmission Z4 M40i Handschalter package, which has proven something of a small hit. But the Z4 ends production soon, and we doubt it’ll be replaced anytime soon.

Chevrolet Corvette

YTD 2025: 17,718
YTD 2024: 25,711
YoY Change: -31%

Despite the launch of the new Nürburgring-champ ZR1 and ZR1X, this hasn’t been a great year for the Corvette. Perhaps customers are waiting for the lightly updated 2026 model, with its much reworked interior, or to get their hands on a ZR1 variant, with production of the turbocharged Vette set to ramp up in a big way for next year. Still, now may be a great time to get a deal on one of the best sports cars on sale.

Dodge Charger (vs Charger/Challenger in 2024)

YTD 2025: 8,943
YTD 2024: 56,764
YoY Change: -84.2%

This is, admittedly, a very unfair comparison. The new Charger replaces both the old Charger and Challenger, and Dodge has been slow in ramping up production, with straight-six and four-door models only hitting dealerships recently. But, customers aren’t fond of the direction the car took, ditching the V-8 for turbocharged ‘six or all-electric power. Customers took advantage of their last chance to get the old version last year, driving up sales, too. In any case, Dodge is scrambling, cancelling both entry- and top-level versions of the electric Charger Daytona, and quite possibly trying to put the V-8 in a car never intended to have it. 

Ford Mustang\

YTD 2025: 32,818
YTD 2024: 36,485
YoY Change: -10%

The same caveats for the Charger don’t apply to the Ford Mustang. And the pony car hasn’t seen nearly as dramatic a drop as the Charger, but being 10 percent down isn’t great. Even Ford’s otherwise successful employee pricing for everyone scheme, meant to offset tariff-inflicted price increases, couldn’t totally help the Mustang. Still, Ford CEO Jim Farley says the company is investing big in the Mustang, so watch this space.

Mazda MX-5 Miata

YTD 2025: 7,299
YTD 2024: 5,780
YoY Change: +26%

Some good news for a change. The fourth-generation Miata is now well over 10 years old, but it’s still one of the best sports cars at any price, and buyers are responding. This is also the first full year of availability for the updated “ND3” version of the Miata, and also the roadster’s 35th birthday, which Mazda is celebrating with an anniversary edition. Still, as the Miata is made in Japan, it’s now subject to a 15-percent tariff, which could push the price further beyond the $30,000 mark.

Nissan Z

YTD 2025: 4,822
YTD 2024: 2,175
YoY Change: +121.7%

It’s the final bit of good news on this list, but it is particularly good news. The Nissan Z has enjoyed a remarkable comeback story. Nissan was slow to build them at first, but now, the sports car is selling swiftly. Like many other Nissan models, the Z benefits from a lot of incentives on the hood at the moment, but it’s also a compelling product. It’s more powerful than a Toyota Supra and a lot cheaper, too. With a manual Z Nismo on its way too, hopefully the Nissan sports car can keep up its momentum.

Subaru BRZ

YTD 2025: 2,284
YTD 2024: 2,323
YoY Change: -1.7%

This year, the Subaru BRZ has seen big price increases, though thankfully, they haven’t impacted sales too much thus far. Though, BRZ sales were way down last year compared to 2023. For 2026, the BRZ is effectively getting a lot more expensive, though, as Subaru is cancelling the slow-selling base model, which brings the starting price up to a little over $37,000. 

Subaru WRX

YTD 2025: 8,139
YTD 2024: 13,545
YoY Change: -39.9%

Perhaps more worrying for Subaru is falling WRX sales. It too has seen a big price increase this year, with the MSRP rising to $38,920 for the entry-level “Premium” model. The WRX Premium started the 2025 model year at $36,920, and though Subaru didn’t blame tariffs for its across-the-board price increases, surely, they had an effect. And bear in mind that the 2024 WRX started at $33,855 for its lower-spec base model. So, basically, the WRX is a $40,000 car now—no longer the source for cheap speed that made it so desirable, and sales really seem to be hurting.

Toyota GR Supra

YTD 2025: 2,009
YTD 2024: 2,329
YoY Change: -13.7%

The Toyota Supra is soon to bow out, with a replacement model still a ways away, and likely not a co-development with BMW. Its sales are only down a little over 300 units so far this year, but that corresponds to a big percentage swing when volumes are this low. And it also comes as Nissan Z sales continue to grow, with last year being the first where the Z outsold the Supra. 

Toyota GR86

YTD 2025: 8,107
YTD 2024: 9,643
YoY Change: -15.9%

It’s a similar story for the GR86 as its bigger sibling Supra, and its mechanical twin Subaru BRZ. Toyota has managed to keep the base price lower than Subaru’s, with the entry model costing $32,470, but this still hasn’t been a good year for the GR86. It is, admittedly, getting a bit old, with only a handful of small updates and special-edition models since its 2021 release, but it seems more a victim of larger macroeconomic factors.

Volkswagen Golf GTI

YTD 2025: 5,700
YTD 2024: 8,404
YoY Change: -32.2%

In early summer, VW finally brought out the much-improved Mk8.5 version of the GTI, but it also killed the popular manual model, too. It seems enthusiasts bought manual GTIs while they still could last year, and sales for this year haven’t been quite so strong. VW has kept the entry cost admirably low at $33,670—though it will rise to $35,865 for 2026— and despite being dual-clutch only, the GTI is still a very compelling car. Perhaps sales will improve as more Mk8.5 models make their way from Germany.

Volkswagen Golf R

YTD 2025: 2,684
YTD 2024: 3,109 
YoY Change: -13.7%

It’s much of the same story with the Golf R as it is the GTI, though the sales drop this year hasn’t been as big. The Mk8.5 brought some needed improvements, but dropped the manual option, too. And unlike the GTI, the R is an expensive car, with a $48,325 base price for the 2025 model that’s set to increase beyond $50,000 for 2026. 

The Current BMW M4 Might Stick Around For a Long Time

A new report suggests BMW will continue to produce the model until June 2029.

Photo by: BMW

By: Anthony Alaniz

Oct 3, at 4:30pm ET

Share

1

Comment

The BMW 4 Series coupe and convertible, and the hotter M4 variants, are a dying breed. Two-door cars aren’t as popular as they used to be, but BMW reportedly has no plans to ditch the current model anytime soon. A new rumor suggests the automaker will produce the 4 Series until at least June 2029.  

User ynguldyn posted the information on the Bimmer Post forum, along with a range of other product leaks. According to the post, the G22 and G23 4 Series, along with the G82 and G83 M4s, will remain in production for the rest of the decade. The 4 Series Gran Coupe is reportedly scheduled to stay in production until June 2028.   

The possibility that BMW would extend 4 Series production isn’t a surprise. In the US, the 4 Series was the brand’s best-selling passenger car, outselling the 3 Series by 10,000 units through the first nine months of the year, although sales are down compared to the same period last year. 

BMW recently updated the 4 Series, and it could receive another refresh before production ends four years from now. It wouldn’t undergo a radical redesign, but BMW has already confirmed that it will bring its Neue Klasse platform technology to the rest of its lineup over the next several months.    

41

Source: BMW

There were unconfirmed reports a few years ago that suggested BMW would discontinue the 4 Series and merge it with the 8 Series, due to dwindling sales and interest in coupes and convertibles. Another report from earlier this year suggested the next-gen 4 Series would ride on the Neue Klasse platform.   

With so much uncertainty regarding the future of electric vehicles, keeping the gas-powered 4 Series and hotter M4 around a bit longer makes a lot of sense. The model is based on BMW’s decade-old CLAR architecture, which the brand can continue to utilize, providing customers with a range of powertrain choices without limiting what the brand can offer.   

The M4 should continue to utilize the straight-six engine until the end of production. BMW has previously said its best engines aren’t going anywhere. The engine makes 473 horsepower in the M4, which should satisfy enthusiasts until the next decade.